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| Preface | |
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| Introduction to Visual Merchandising | |
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| What Is Visual Merchandising? | |
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| Why Study Visual Merchandising? | |
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| Five Steps of a Sale | |
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| Teamwork: The Importance of Departmental Coordination | |
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| Merchandise Display: Some Specifics | |
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| Rules for Display Planning | |
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| Suggested Activities | |
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| Portfolio Projects | |
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| Critical Elements: The Necessities | |
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| The Elements of Display | |
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| Display Themes | |
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| Forms to Be Used Throughout This Text | |
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| Summary | |
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| Suggested Activities | |
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| Portfolio Project One: Display Process | |
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| Display Construction Forms | |
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| Origination and Progression | |
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| The History of Display | |
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| Current Status of Display | |
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| The Philosophy of Visual Merchandising | |
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| Suggested Activities | |
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| Portfolio Project Two: Fieldwork | |
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| The Framework of Visual Merchandising | |
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| The Principles of Design | |
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| The Display's House--The Store | |
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| Summary | |
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| Suggested Activities | |
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| The Design Principles of Balance and Emphasis | |
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| Balance | |
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| Emphasis | |
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| Suggested Activities | |
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| Portfolio Project Three: Preparation and Presentation of Display Slides | |
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| The Design Principles of Harmony, Proportion, and Rhythm | |
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| Five Aspects of Harmony | |
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| Elements of Proportion | |
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| Rhythm | |
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| Suggested Activities | |
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| Portfolio Project Four: Construction of Open Shadow-Box or Shelf Displays | |
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| Visual Merchandising and the Shopping Mall | |
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| The Mall of America | |
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| Using Store Structure as Merchandise Space | |
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| Fixtures | |
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| Plan-o-Grams | |
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| Summary | |
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| Suggested Activities | |
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| Portfolio Project Five: Optional Display Construction | |
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| Common Errors in Display | |
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| Merchandise Display | |
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| Props | |
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| Errors in Applying the Principles of Display | |
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| Relevance of Displays | |
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| Budget | |
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| Special Problems | |
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| Summary | |
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| Suggested Activities | |
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| Color: The Life of a Display | |
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| Color Defined | |
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| Color Systems | |
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| Color Schemes | |
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| Amount and Use of Color | |
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| The Impact of Color | |
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| Guidelines Regarding Color in Display | |
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| Summary | |
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| Suggested Activities | |
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| Portfolio Project Six: Color-Wheel and Color-Scheme Analysis | |
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| Guidelines to Lighting | |
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| Introduction | |
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| Light Sources as Selling Tools | |
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| Lighting Tips for Specific Merchandise | |
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| Common Lighting Definitions | |
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| Interior Feature Displays | |
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| Show-Window Lighting | |
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| Summary | |
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| Suggested Activities | |
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| Sign Layout | |
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| Introduction | |
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| Sign Layout | |
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| Portfolio Project Seven: Sign Layout | |
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| Visual Merchandising Aids and Areas | |
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| Visual Merchandising Aids | |
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| Signing | |
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| How the Broad Spectrum of Retailers Use Visual Merchandising Aids | |
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| Suggested Activities | |
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| Portfolio Project Eight: Optional Display Construction | |
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| Lands' End | |
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| Direct Merchants | |
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| Retail Outlets | |
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| Industrial Display | |
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| Introduction | |
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| Industrial Display Example -- Snap-On Tools | |
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| Summary | |
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| Suggested Activities | |
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| Visual Merchandising | |
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| Retail Department Store | |
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| Manufacturing and Merchandising -- Jockey International | |
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| Suggested Activities | |
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| Portfolio Project Nine: Display Construction in Total Store Interior with Student Evaluation of All Displays | |
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| The Visual Merchandising Team | |
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| The Visual Merchandising Director | |
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| The Visual Merchandiser | |
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| The Visual Merchandising Display Team | |
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| The Ten Commandments for Display Personnel | |
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| Suggested Activities | |
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| Supplemental Alphabets | |
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| Hand/Coit Lettering Techniques | |
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| Lowercase Coit Alphabet | |
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| Other Types of Alphabets | |
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| Visual Merchandising Resource List | |
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| Bibliography | |
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| Glossary | |
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| Index | |