Contemporary Visual Merchandising And Environmental Design

by Diamond, Jay; Diamond, Ellen

• ISBN13: 9780131730038
• ISBN10: 0131730037
• Edition: 4th
• Format: Paperback
• Copyright: 2007-01-01
• Publisher: Pearson College Div

Summary

This new Fourth Edition offers a comprehensive overview of visual design and display as well as two new chapters: Display Windows as Settings for "Consumer Theater," written by Amy Meadows, Visual Marketing Manager for Marshall Field's, now a part of Macy's North. Promotion's Other Components: Advertising, Special Events, and Publicity.

Table of Contents

Preface	xxi
Acknowledgments	xxiii
The Visual Merchandising Concept in a Contemporary Environment	2	(20)
Learning Objectives	3	(1)
Introduction	3	(2)
The Visual Merchandiser's World	5	(2)
Department Stores	6	(1)
Specialty Chains	6	(1)
Freelancers	7	(1)
Creating Effective Visual Presentations	7	(1)
The Components of Visual Merchandising and Facilities Design	8	(4)
Store Design	8	(1)
Mannequins	8	(1)
Props and Materials	8	(1)
Lighting	8	(2)
Graphics and Signage	10	(1)
Point of Purchase	10	(1)
Sound Usage	10	(2)
Visual Merchandising and Store Design Websites	12	(1)
Other Factors in Visual Merchandising	13	(2)
Budgeting	13	(2)
The Safety Factor	15	(1)
Careers in Visual Merchandising	15	(1)
Trends in Visual Merchandising	16	(1)
Terms of the Trade	16	(1)
Chapter Review	17	(1)
Key Points in the Chapter	17	(1)
Discussion Questions	17	(1)
Case Problems	18	(1)
Case 1	18	(1)
Case 2	18	(1)
In the News	18	(1)
The Know--It--All	18	(1)
Internet Exercises	19	(1)
Exercises and Projects	20	(2)
Planning and Developing Visual Presentations	22	(18)
Learning Objectives	23	(1)
Introduction	23	(1)
Department Store In-House Visual Departments	24	(3)
The Lord & Taylor Approach	25	(1)
Ongoing Visual Tasks	26	(1)
Centralized Visual Merchandising	27	(6)
The Total Centralized Visual Plan	30	(2)
Alternate Central Visual Merchandising Plans	32	(1)
Freelance Arrangements	33	(1)
Terms of the Trade	34	(1)
Chapter Review	34	(1)
Key Points in the Chapter	34	(1)
Discussion Questions	35	(1)
Case Problems	35	(1)
Case 1	35	(1)
Case 2	36	(1)
In the News	36	(1)
Internet Exercise	37	(1)
Exercises and Projects	38	(2)
Facilities Design: Exteriors, Interiors, and Fixturing	40	(22)
Learning Objectives	41	(1)
Introduction	41	(1)
Exteriors	42	(2)
Traditional Storefronts and Window Structures	44	(4)
Parallel-to-Sidewalk Windows	45	(1)
Corner Windows	45	(1)
Open-Back Windows	46	(1)
Angled Windows	46	(1)
Arcades	46	(1)
Islands	46	(1)
Windowless Windows	47	(1)
Circular Windows	47	(1)
Shadow Box Windows	47	(1)
Architecturally Unique Entranceways	48	(1)
Interiors	48	(2)
Fixturing	50	(4)
Floor Cases	50	(1)
Wall Cases	50	(1)
Multipurpose Merchandise Systems	51	(1)
Island Display Cases and Tables	52	(1)
Shadow Boxes	52	(1)
Vitrines	52	(1)
Show-and-Sell Fixtures	52	(2)
The Complete Layout	54	(1)
Terms of the Trade	54	(1)
Chapter Review	55	(1)
Key Points in the Chapter	55	(1)
Discussion Questions	55	(1)
Case Problems	56	(1)
Case 1	56	(1)
Case 2	56	(1)
In the News	57	(1)
Doing the Math	57	(1)
Internet Exercises	58	(1)
Exercises and Projects	58	(4)
Mannequins and Other Human Forms	62	(26)
Learning Objectives	63	(1)
Introduction	63	(2)
Types of Mannequins	65	(4)
Traditional Human Forms	65	(1)
Ethnic Mannequins	66	(1)
Stylized Human Forms	66	(1)
Futuristic Human Forms	67	(1)
Representational Forms	67	(1)
Trimmer-Constructed Mannequins	67	(2)
Component Parts of Mannequins	69	(2)
Dressing the Mannequin	71	(1)
Wigs and Makeup	72	(3)
Wigs	72	(2)
Makeup	74	(1)
Other Human Forms	75	(1)
Purchasing Mannequins and Other Human Forms	75	(1)
Creating a Mannequin	76	(4)
Children's Mannequin	76	(1)
Men's Mannequin	77	(1)
Women's Mannequin	77	(3)
Terms of the Trade	80	(1)
Chapter Review	81	(1)
Key Points in the Chapter	81	(1)
Discussion Questions	81	(1)
Case Problems	82	(1)
Case 1	82	(1)
Case 2	82	(1)
In the News	83	(1)
Who Was That Lady?	83	(1)
Internet Exercises	84	(1)
Exercises and Projects	85	(3)
Materials, Props, and Tools of the Trade	88	(24)
Learning Objectives	89	(1)
Introduction	89	(1)
Materials	90	(2)
Construction Boards	90	(1)
Fabric	91	(1)
Paper	92	(1)
Paint	92	(1)
Carpet	92	(1)
Wood	92	(1)
Other Materials	92	(1)
Props	92	(7)
Found Objects	93	(1)
Furniture	93	(1)
Merchandise Used as Props	93	(2)
Display House Props	95	(4)
In-House Construction	99	(1)
Tools and Accessories	99	(2)
Terms of the Trade	101	(1)
Chapter Review	101	(1)
Key Points in the Chapter	101	(1)
Discussion Questions	102	(1)
Case Problems	102	(1)
Case 1	102	(1)
Case 2	103	(1)
In the News	103	(1)
More than Meets the Eye	103	(1)
Internet Exercises	104	(1)
Exercises and Projects	105	(7)
Principles of Design	112	(22)
Learning Objectives	113	(1)
Introduction	113	(1)
Balance	114	(2)
Symmetrical Balance	115	(1)
Asymmetrical Balance	115	(1)
Emphasis	116	(4)
Size	117	(1)
Repetition	117	(1)
Contrast	117	(3)
Unique Placement	120	(1)
Proportion	120	(2)
Rhythm	122	(2)
Repetition	122	(1)
Continuous Line	122	(1)
Progression	122	(1)
Radiation	123	(1)
Alternation	124	(1)
Harmony	124	(2)
Terms of the Trade	126	(1)
Chapter Review	126	(1)
Key Points in the Chapter	126	(1)
Discussion Questions	126	(1)
Case Problems	127	(1)
Case 1	127	(1)
Case 2	127	(1)
In the News	128	(1)
A Giant on the Cutting Edge: The Freshening of the Mall of America	128	(1)
Internet Exercises	128	(1)
Exercises and Projects	129	(5)
Color: Fundamental Concepts and Applications	134	(24)
Learning Objectives	135	(1)
Introduction	135	(1)
Dimensions of Color	136	(1)
Hue	136	(1)
Value	136	(1)
Intensity	136	(1)
The Color Wheel	136	(1)
Color Harmonies	136	(5)
Monochromatic	137	(1)
Analogous	137	(1)
Complementary	137	(1)
Split Complementary	138	(1)
Double Complementary	138	(1)
Triad	138	(3)
The Neutral Ingredients	141	(1)
Choosing a Color Scheme	141	(1)
Psychology of Color	141	(2)
Warm and Cool Colors	142	(1)
Advancing and Receding Colors	142	(1)
The Emotional Effects of Color	142	(1)
Terms of the Trade	143	(1)
Chapter Review	143	(1)
Key Points in the Chapter	143	(1)
Discussion Questions	144	(1)
Case Problems	144	(1)
Case 1	144	(1)
Case 2	145	(1)
In the News	145	(1)
The Color of Retail: A Tint of Technology	145	(1)
Internet Exercises	146	(1)
Exercises and Projects	147	(11)
Lighting: Dramatizing the Selling Floor and Display Areas	158	(22)
Learning Objectives	159	(1)
Introduction	159	(2)
Retailing's Principal Lighting Requirements	161	(1)
Assessment of Lighting Needs	161	(1)
Lighting Plans	162	(2)
General Lighting	162	(1)
Accent Lighting	162	(2)
Light Sources	164	(3)
Fluorescents	164	(1)
Incandescents	165	(1)
Fiber-Optic Lighting	165	(1)
High-Intensity Discharge Bulbs	166	(1)
Neon	166	(1)
Halogen	166	(1)
Low-Voltage Lighting	167	(1)
Lighting Fixtures and Systems	167	(3)
Recessed Lighting	167	(2)
Track Lighting	169	(1)
Decorative Lighting	169	(1)
Lighting with Color	170	(1)
Lighting Accessories	171	(1)
Light System Acquisition	172	(1)
Terms of the Trade	172	(1)
Chapter Review	173	(1)
Key Points in the Chapter	173	(1)
Discussion Questions	173	(1)
Case Problems	174	(1)
Case 1	174	(1)
Case 2	174	(1)
In the News	175	(1)
Be Very Careful About Your Lighting Specs	175	(1)
Internet Exercises	176	(1)
Exercises and Projects	176	(4)
Themes and Settings for Windows and Interiors	180	(22)
Learning Objectives	181	(1)
Introduction	181	(1)
The Total Environment Philosophy	182	(1)
Types of Themes	182	(10)
Seasonal	183	(1)
Summer	183	(1)
Fall	184	(1)
Winter	184	(2)
Spring	186	(1)
Holidays	187	(2)
Creative Themes	189	(3)
Institutional Themes	192	(1)
Other Themes and Settings	192	(1)
Ensemble Displays	193	(1)
Unit Displays	193	(1)
Special Events and Promotions	193	(3)
Terms of the Trade	196	(1)
Chapter Review	196	(1)
Key Points in the Chapter	196	(1)
Discussion Questions	196	(1)
Case Problems	197	(1)
Case 1	197	(1)
Case 2	197	(1)
In the News	198	(1)
Manhattan Mickey	198	(1)
Internet Exercises	199	(1)
Exercises and Projects	199	(3)
Energizing the Specialty Boutique	202	(18)
Learning Objectives	203	(1)
Introduction	203	(1)
Color: The ``Free'' Visual Element	204	(1)
Low-Cost Lighting	205	(1)
Display Props	206	(2)
Merchandise as Props	206	(1)
Borrowed Props	206	(1)
Discarded Props	207	(1)
Alternatives to Traditional Mannequins	208	(1)
In-House Creations	208	(1)
Basic Forms	209	(1)
No-Cost Point-of-Purchase Props	209	(1)
In-House Signage Production	210	(1)
Planning the Purchase for Visual Effectiveness	210	(1)
Terms of the Trade	211	(1)
Chapter Review	211	(1)
Key Points in the Chapter	211	(1)
Discussion Questions	212	(1)
Case Problems	212	(2)
Case 1	212	(1)
Case 2	213	(1)
In the News	214	(1)
Light and Lively: How Benetton Turned Up the Voltage in California	214	(1)
Internet Exercises	215	(1)
Exercises and Projects	215	(5)
Signage: The Tool That Tells a Story	220	(18)
Learning Objectives	221	(1)
Introduction	221	(1)
Types of Signs	222	(5)
Banners	222	(1)
Wall Signs	222	(1)
Fixture-Contained Signage	223	(1)
Valance Signs	223	(1)
Signs on Glass	224	(1)
Pennants	224	(1)
Moving Message Signs	224	(1)
Track Signage	225	(1)
Neon Signage	226	(1)
Simulated Neon Signs	226	(1)
Sign Materials	227	(1)
Letter Materials	228	(1)
In-House Sign Production	229	(1)
Sign Layout	229	(1)
Key Points in Creating Signs	230	(1)
Commercial Sign Sources	230	(1)
Terms of the Trade	230	(1)
Chapter Review	231	(1)
Key Points in the Chapter	231	(1)
Discussion Questions	231	(1)
Case Problems	231	(1)
Case 1	231	(1)
Case 2	232	(1)
In the News	232	(1)
Give Me a Sign	232	(1)
Internet Exercises	233	(1)
Exercises and Projects	234	(4)
Graphics in the Retail Environment	238	(50)
Learning Objectives	239	(1)
Introduction	239	(1)
Graphics Development and Procurement	240	(1)
Graphic Images	241	(1)
Original Photography	241	(1)
Stock Photography	241	(1)
Stock Agencies	242	(1)
Classifications of Graphics	242	(4)
Backlit Transparencies	242	(1)
Digital Images	243	(1)
Prismatic Displays	244	(1)
Motion Displays	244	(1)
Simulated Neon Graphics	245	(1)
Light Walls	246	(1)
Banners	246	(1)
First-Hand Evaluation of Graphic Technology and Products	246	(1)
Vendor Headquarters	247	(1)
Trade Shows	247	(1)
In-Store Visits	247	(1)
Maximizing the Effectiveness of Graphic Displays	247	(1)
Terms of the Trade	248	(1)
Chapter Review	248	(1)
Key Points in the Chapter	248	(1)
Discussion Questions	249	(1)
Case Problems	249	(2)
Case 1	249	(1)
Case 2	250	(1)
In the News	251	(1)
Printing Outside the Box	251	(1)
Internet Exercises	252	(1)
Exercises and Projects	253	(29)
Considerations for Effectively Showing the Merchandise	279	(2)
Creating Effective Displays with Budgetary Restraints	281	(1)
Considerations for Effective Visual Presentation	282	(2)
The ``Planes'' of Visual Presentation	282	(2)
Terms of the Trade	284	(1)
Chapter Review	284	(1)
Key Points in the Chapter	284	(1)
Discussion Questions	284	(1)
Case Problems	285	(1)
Case 1	285	(1)
Case 2	285	(1)
In the News	286	(1)
Go on Green	286	(1)
Internet Exercises	287	(1)
Exercises and Projects	287	(1)
Execution of a Visual Presentation	288	(20)
Learning Objectives	289	(1)
Introduction	289	(1)
Selecting the Merchandise	290	(1)
Preparing the Merchandise	291	(1)
Assembling Props and Materials	291	(2)
Preparing the Display Space	293	(1)
Selecting Mannequins and Forms	293	(2)
Preparing the Lighting	295	(1)
Installing the Display	295	(1)
Display Sketches	296	(1)
Graphic Floor Plans	297	(1)
Developing Specific Displays	298	(2)
The Spaeth Design Approach	300	(1)
Terms of the Trade	300	(1)
Chapter Review	300	(1)
Key Points in the Chapter	300	(1)
Discussion Questions	301	(1)
Case Problems	301	(1)
Case 1	301	(1)
Case 2	302	(1)
In the News	302	(2)
All Things to All People	302	(2)
Internet Exercise	304	(1)
Exercises and Projects	304	(4)
Creating the Overall Concept: From Conception to Completion	308	(24)
Learning Objectives	309	(1)
Introduction	309	(2)
Ancillary Design Components	311	(2)
Hangtags	311	(1)
Packaging	311	(1)
Logos	312	(1)
Labels	313	(1)
Facilities Creation	313	(2)
Promotional Endeavors	315	(1)
Marketing Campaigns	315	(1)
Putting It Together: The Timberland Story	316	(5)
Terms of the Trade	321	(1)
Chapter Review	321	(1)
Key Points in the Chapter	321	(1)
Discussion Questions	321	(1)
Case Problems	322	(1)
Case 1	322	(1)
Case 2	322	(1)
In the News	323	(1)
Mamma Mia! It's a Shop	323	(1)
Internet Exercises	324	(1)
Exercises and Projects	324	(8)
Promotion's Other Components: Advertising, Special Events, and Publicity	332	(21)
Learning Objectives	333	(1)
Introduction	333	(2)
Visual Presentation in Relation to Other Components of Promotion	335	(1)
Advertising	335	(6)
The Media	335	(5)
Classifications of Advertisements	340	(1)
Cooperative Advertising	340	(1)
Special Events	341	(5)
Fashion Shows	341	(1)
Trunk Shows	342	(2)
Cosmetic Demonstrations	344	(1)
Designer and Celebrity Appearances	344	(1)
Holiday Parades	344	(1)
Special Sales	344	(1)
Sampling	344	(1)
Cooking Demonstrations	344	(1)
Institutional Events	344	(2)
Publicity	346	(1)
The Promotional Campaign	347	(1)
Terms of the Trade	348	(1)
Chapter Review	348	(1)
Key Points in the Chapter	348	(1)
Discussion Questions	349	(1)
Case Problems	349	(1)
Case 1	349	(1)
Case 2	350	(1)
In the News	350	(1)
Live on the London Stage	350	(1)
Internet Exercises	351	(1)
Exercises and Projects	351	(2)
Index	353