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Contemporary Visual Merchandising And Environmental Design,9780131730038
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Contemporary Visual Merchandising And Environmental Design

by ;
Edition:
4th
ISBN13:

9780131730038

ISBN10:
0131730037
Format:
Paperback
Pub. Date:
1/1/2007
Publisher(s):
Pearson College Div
List Price: $95.20
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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


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