The trusted visual merchandising resource for students and professionals alike, this book introduces every aspect of modern visual merchandising, from point-of-purchase displays to signage. Replete with photos and illustrations, it illuminates the fundamentals of good design, walks through projects from concept to completion, and presents unique strategies for bringing charm, distinction, and excitement to any store. Updated throughout, this edition adds a new chapter on visual merchandising to multicultural consumers, and another on green initiatives and environmentally-aware visual design. It contains new examples and artwork from retailers of all sizes, including an expanded 24-page full-color section.

1.         The Visual Merchandising Concept in a Contemporary Environment

2.         Addressing Multicultural Consumer Needs through Visual Merchandising

3.         Planning and Developing Visual Presentations

4.         Facilities Design: Exteriors, Interiors, and Fixturing

5.         Environment Design Direction and Going Green

6.         Mannequins and Other Human Forms

7.         Materials, Props, and Tools of the Trade

8.         Principles of Design

9.         Color: Fundamental Concepts and Applications

10.       Lighting: Dramatizing the Selling Floor and Display Areas

11.       Themes and Setting for Windows and Interiors

12.       Energizing the Specialty Boutique

13.       Signage: The Tool That Tells A Story

14.       Graphics in the Retail Environment

15.       Point-of-Purchase Display

16.       Display Windows as Setting for “Consumer Theater”

16.       Execution of a Visual Display

18.       Creating the Overall Concept: From Conception to Completion

19.       Promotion’s Other Components: Advertising, Special Events, and Publicity