Contemporary Visual Merchandising and Environmental Design

ISBN-10: 0131730037

ISBN-13: 9780131730038

Edition: 4th 2007 (Revised)

Authors: Jay Diamond, Ellen Diamond

List price: $95.20
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Description:

Examines every aspect of visual merchandising- from point-of-purchase display to signage- and has become the trusted resource for professionals. Rich with photographs and illustrations, the book discusses the fundamentals of good design, how to take a project from concept to completion, and unique strategies for transforming mundane stores into shops full of charm, distinction and visual excitement. This edition features two new chapters, the latest trends in visual merchandising, examples from retailers of every size and a DVD in every copy. Introduces a practical approach to designing display windows that is authored by an industry professional; Amy Meadows, Manager of Visual Marketing, Marshall Fields. Examines the role of advertising, special events and publicity in the success of various retail operations. A new DVD explores the field of visual merchandising and provides readers with illustrations of the industry. Gives readers a comprehensive look at all areas of visual merchandising, including: point-of purchase display; graphics in the retail environment; signage; and more! Visual merchandising professionals.
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Book details

List price: $95.20
Edition: 4th
Copyright year: 2007
Publisher: Pearson Education
Publication date: 11/17/2006
Binding: Mixed Media
Pages: 384
Size: 8.25" wide x 11.00" long x 0.75" tall
Weight: 1.848
Language: English

Jay Diamondis Professor Emeritus at Nassau Community College.

Preface
Acknowledgments
The Visual Merchandising Concept in a Contemporary Environment
Learning Objectives
Introduction
The Visual Merchandiser's World
Department Stores
Specialty Chains
Freelancers
Creating Effective Visual Presentations
The Components of Visual Merchandising and Facilities Design
Store Design
Mannequins
Props and Materials
Lighting
Graphics and Signage
Point of Purchase
Sound Usage
Visual Merchandising and Store Design Websites
Other Factors in Visual Merchandising
Budgeting
The Safety Factor
Careers in Visual Merchandising
Trends in Visual Merchandising
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
Case 1
Case 2
In the News
The Know-It-All
Internet Exercises
Exercises and Projects
Planning and Developing Visual Presentations
Learning Objectives
Introduction
Department Store In-House Visual Departments
The Lord & Taylor Approach
Ongoing Visual Tasks
Centralized Visual Merchandising
The Total Centralized Visual Plan
Alternate Central Visual Merchandising Plans
Freelance Arrangements
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
Internet Exercise
Exercises and Projects
Facilities Design: Exteriors, Interiors, and Fixturing
Learning Objectives
Introduction
Exteriors
Traditional Storefronts and Window Structures
Parallel-to-Sidewalk Windows
Corner Windows
Open-Back Windows
Angled Windows
Arcades
Islands
Windowless Windows
Circular Windows
Shadow Box Windows
Architecturally Unique Entranceways
Interiors
Fixturing
Floor Cases
Wall Cases
Multipurpose Merchandise Systems
Island Display Cases and Tables
Shadow Boxes
Vitrines
Show-and-Sell Fixtures
The Complete Layout
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
Doing the Math
Internet Exercises
Exercises and Projects
Mannequins and Other Human Forms
Learning Objectives
Introduction
Types of Mannequins
Traditional Human Forms
Ethnic Mannequins
Stylized Human Forms
Futuristic Human Forms
Representational Forms
Trimmer-Constructed Mannequins
Component Parts of Mannequins
Dressing the Mannequin
Wigs and Makeup
Wigs
Makeup
Other Human Forms
Purchasing Mannequins and Other Human Forms
Creating a Mannequin
Children's Mannequin
Men's Mannequin
Women's Mannequin
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
Who Was That Lady?
Internet Exercises
Exercises and Projects
Materials, Props, and Tools of the Trade
Learning Objectives
Introduction
Materials
Construction Boards
Fabric
Paper
Paint
Carpet
Wood
Other Materials
Props
Found Objects
Furniture
Merchandise Used as Props
Display House Props
In-House Construction
Tools and Accessories
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
More than Meets the Eye
Internet Exercises
Exercises and Projects
Principles of Design
Learning Objectives
Introduction
Balance
Symmetrical Balance
Asymmetrical Balance
Emphasis
Size
Repetition
Contrast
Unique Placement
Proportion
Rhythm
Repetition
Continuous Line
Progression
Radiation
Alternation
Harmony
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
A Giant on the Cutting Edge: The Freshening of the Mall of America
Internet Exercises
Exercises and Projects
Color: Fundamental Concepts and Applications
Learning Objectives
Introduction
Dimensions of Color
Hue
Value
Intensity
The Color Wheel
Color Harmonies
Monochromatic
Analogous
Complementary
Split Complementary
Double Complementary
Triad
The Neutral Ingredients
Choosing a Color Scheme
Psychology of Color
Warm and Cool Colors
Advancing and Receding Colors
The Emotional Effects of Color
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
The Color of Retail: A Tint of Technology
Internet Exercises
Exercises and Projects
Lighting: Dramatizing the Selling Floor and Display Areas
Learning Objectives
Introduction
Retailing's Principal Lighting Requirements
Assessment of Lighting Needs
Lighting Plans
General Lighting
Accent Lighting
Light Sources
Fluorescents
Incandescents
Fiber-Optic Lighting
High-Intensity Discharge Bulbs
Neon
Halogen
Low-Voltage Lighting
Lighting Fixtures and Systems
Recessed Lighting
Track Lighting
Decorative Lighting
Lighting with Color
Lighting Accessories
Light System Acquisition
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
Be Very Careful About Your Lighting Specs
Internet Exercises
Exercises and Projects
Themes and Settings for Windows and Interiors
Learning Objectives
Introduction
The Total Environment Philosophy
Types of Themes
Seasonal
Summer
Fall
Winter
Spring
Holidays
Creative Themes
Institutional Themes
Other Themes and Settings
Ensemble Displays
Unit Displays
Special Events and Promotions
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
Manhattan Mickey
Internet Exercises
Exercises and Projects
Energizing the Specialty Boutique
Learning Objectives
Introduction
Color: The "Free" Visual Element
Low-Cost Lighting
Display Props
Merchandise as Props
Borrowed Props
Discarded Props
Alternatives to Traditional Mannequins
In-House Creations
Basic Forms
No-Cost Point-of-Purchase Props
In-House Signage Production
Planning the Purchase for Visual Effectiveness
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
Light and Lively: How Benetton Turned Up the Voltage in California
Internet Exercises
Exercises and Projects
Signage: The Tool That Tells a Story
Learning Objectives
Introduction
Types of Signs
Banners
Wall Signs
Fixture-Contained Signage
Valance Signs
Signs on Glass
Pennants
Moving Message Signs
Track Signage
Neon Signage
Simulated Neon Signs
Sign Materials
Letter Materials
In-House Sign Production
Sign Layout
Key Points in Creating Signs
Commercial Sign Sources
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
Give Me a Sign
Internet Exercises
Exercises and Projects
Graphics in the Retail Environment
Learning Objectives
Introduction
Graphics Development and Procurement
Graphic Images
Original Photography
Stock Photography
Stock Agencies
Classifications of Graphics
Backlit Transparencies
Digital Images
Prismatic Displays
Motion Displays
Simulated Neon Graphics
Light Walls
Banners
First-Hand Evaluation of Graphic Technology and Products
Vendor Headquarters
Trade Shows
In-Store Visits
Maximizing the Effectiveness of Graphic Displays
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
Printing Outside the Box
Internet Exercises
Exercises and Projects
Point-of-Purchase Display
Learning Objectives
Introduction
Retail Point-of-Purchase Users
Mass Merchandisers
Supermarkets
Warehouse Clubs
Pharmacies
Greeting Card Stores
Specialty Organizations
Department Stores
Major Reasons for Point-of-Purchase Use
Point-of-Purchase Fixtures
Interactive Video
Gondolas
Closed-Circuit Video
Motion Creations
In-Store Shops
Countertop Cases
Cardboard Fixtures
Computer Stations
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
The War in a Rack
Internet Exercises
Exercises and Projects
Display Windows as Settings for "Consumer Theater"
Learning Objectives
Introduction
Housekeeping Basics of Visual Merchandising
Window Display Dilemmas
Space Considerations
Merchandise Insufficiency
Considerations for Effectively Showing the Merchandise
Creating Effective Displays with Budgetary Restraints
Considerations for Effective Visual Presentation
The "Planes" of Visual Presentation
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
Go on Green
Internet Exercises
Exercises and Projects
Execution of a Visual Presentation
Learning Objectives
Introduction
Selecting the Merchandise
Preparing the Merchandise
Assembling Props and Materials
Preparing the Display Space
Selecting Mannequins and Forms
Preparing the Lighting
Installing the Display
Display Sketches
Graphic Floor Plans
Developing Specific Displays
The Spaeth Design Approach
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
All Things to All People
Internet Exercise
Exercises and Projects
Creating the Overall Concept: From Conception to Completion
Learning Objectives
Introduction
Ancillary Design Components
Hangtags
Packaging
Logos
Labels
Facilities Creation
Promotional Endeavors
Marketing Campaigns
Putting It Together: The Timberland Story
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
Mamma Mia! It's a Shop
Internet Exercises
Exercises and Projects
Promotion's Other Components: Advertising, Special Events, and Publicity
Learning Objectives
Introduction
Visual Presentation in Relation to Other Components of Promotion
Advertising
The Media
Classifications of Advertisements
Cooperative Advertising
Special Events
Fashion Shows
Trunk Shows
Cosmetic Demonstrations
Designer and Celebrity Appearances
Holiday Parades
Special Sales
Sampling
Cooking Demonstrations
Institutional Events
Publicity
The Promotional Campaign
Terms of the Trade
Chapter Review
Key Points in the Chapter
Discussion Questions
Case Problems
In the News
Live on the London Stage
Internet Exercises
Exercises and Projects
Index
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