Accent Lighting: lighting technique that emphasizes,
highlights, spotlights, or focuses on specific areas of the store, merchandise
displays, or focal points of a display.
Add-on-Sale: merchandise added to the customer’s
final selection for purchase at the point of sale; additional merchandise
suggested by sales associate or visual presentation to compliment final
merchandise selection of the consumer.
Adjacencies: floor layouts which position products
used together next to each other Ambient Lighting: secondary lighting to set
mood for store image and/or merchandise presentation.
Advertising: paid media or marketing tool with
message controlled by the organization purchasing the mass media outlet Art
(Design).
Elements: color, texture, proportion, line, shape.
Assortment Display: display composed of a collection
of unrelated items found within a store; display with variety of merchandise or
merchandise mix of a specific retailer.
Attention-Getting Devices: tool or mechanism in
display that attracts the attention of the consumer; e.g., color, surprise or
shock, humor, nostalgia, motion.
Awning: covering over a door or window that makes
viewing of merchandise easier for the consumer or that provides protection from
the climate, omits glare on the window for the viewer, or introduces a special
event or advertising campaign for the season.
Back Wall: vista wall or architectural wall in the
back of the department or store; it is one of the second most important selling
areas in the store; it should be merchandised with current, trendy coordinated
products that entice the consumer to browse from the front to the back of the
department or store.
Balance: design principle used by visual
merchandisers to create equality of weight and positioning of elements across
the display for a unified composition; two types of balance include:
Formal or Symmetrical Balance:
each side of display is a mirror image of the other side or elements of equal
weight are equidistance on either side of the display; used to display
expensive merchandise; career wear, formal wear, etc.
Informal or Asymmetrical
Balance: either side of display appears to be of equal weight but elements
are not replicas of one another; more interesting and more difficult to achieve
than formal balance; used to display sportswear, active wear, etc.
Banner: communication tool usually made from fabric
or treated paper designed with colorful graphics and created to attract the
attention of the target consumer.
Brand: name, sign, symbol, logo, graphic, color
combination, term, jingle, or any other concept or feature that identifies a
company’s product or services and differentiates them from other companies’
products and services.
Brand Communications/Marketing Communications Division:
a division or department of a brand company or manufacturer which is
responsible for visual merchandising – trade, visual merchandising – retail,
advertising, special events and promotions, publicity, etc.
Brand Image: characteristics, attributes, cues or
personality that identify the brand or retailer and help to position the brand
as compared to its competitors.
Chrome: shinny finish on fixtures used in retail
store for presenting product categories, classifications, and grouping of
merchandise.
Color: attribute or feature of product and store
brand that consumer sees first when entering store; first characteristic that
attracts the customer’s attention and the art element that motivates consumer
to shop.
Cool Colors: colors that
recede; blue, green, violet, blue-green.
Warm Colors: colors that
advance; red, orange yellow, pink, rust, brown, peach.
Color Psychology: the study of the impact color has
on the consumer’s emotions and perceptions of the visual presentation;
therapeutic aspects color has on consumer; mood color establishes in mind of
consumer.
Color Scheme: combination of various colors in
product design and visual presentation.
Analogous or Adjacent: color
scheme with colors located next to each other on the color wheel; e.g., yellow,
yellow orange, orange, red orange.
Complementary: color scheme
with combination of two colors directly opposite from each other on the color
wheel; e.g., yellow, violet.
Double-Complementary: color
scheme with combination of four colors or two colors plus their complements;
e.g., green with red and blue with orange
Split-Complementary: color
scheme with combination of three colors or a central color with the two colors
on either side of its complement; e.g., blue, red orange and yellow orange.
Monochromatic: color scheme using one color in
different values and intensities or the color range extending from the lightest
tint to the deepest shade of the color: e.g., sky blue, marine blue, navy blue.
Neutral: color scheme of all white, all beige, all
gray, all black, all brown.
Triadic: color scheme consisting of three colors
equidistant from one another on the color wheel; e.g., red, blue, yellow.
Color Story: combination of colors used in coordinate
grouping, seasonal line, or visual presentation; colors used to tie design
concepts, and solids, prints, and pattern fabrics together in a grouping or
seasonal line.
Colorway: assortment or combination of colors a brand
company or manufacturer utilizes to design its seasonal line, product
groupings, or related separates.
Color Wheel: graphic depicting the relationship of
colors to one another.
Consumer Marketing Division: a division or department
of a brand company or manufacturer which is responsible for design,
development, merchandising, and often times sourcing a seasonal product line
for the company.
Core or “Bread & Butter” Area: middle section or
area of a store or department for presenting and housing volume merchandise
such as basics, large assortments, coordinated groupings and related separates.
Demonstration Cube: blocks that may be covered with
fabric, laminated, or finished wood used for a mannequin platform, display
surface, etc.
Design Principles (Elements): include unity, harmony,
balance, repetition, rhythm, emphasis, contrast.
Display: the act of dramatically or theatrically
presenting merchandise categories in order to excite, stimulate, and encourage
consumer motivation and interest for creating sales and increasing profit.
Display Calendar: a schedule of a store’s or
department’s upcoming displays, usually planned a year in advance and based on
store merchandise delivery dates, promotions, and seasonal holidays.
Display Case: a mechanism, fixture, or area for
presenting merchandise; usually has glass top and sides for easy viewing of
merchandise.
Display Plan: includes the who, what, where, why, and
when of a merchandise presentation or display; includes a timetable or
checklist for strategic points or calendar of dates for completion of all
activities, an organizational chart of job responsibilities and personnel who
will execute the activities for building the display, and a sketch or rendering
(sometimes to scale) of the actual display.
Display Settings: background or type of setting for
presenting merchandise or display.
Abstract Setting: background
setting does not look like a realistic area or concept; the eye cannot decipher
a concept but setting supports and reinforces the message and merchandise in
the display; e.g., arrangement of lines and shapes in various spaces of the
setting to provide a backdrop for merchandise.
Environmental Setting: all
items in display are for sale or background becomes merchandise to sell; e.g.,
a bedroom display with furniture, home furnishings and textiles, and
accessories for a bedroom.
Fantasy Setting: a setting
created with expected or unexpected elements in unexpected places; a whimsical
setting or an imaginative or fictitious setting for ordinary merchandise
categories; e.g., chair and table on ceiling of display area.
Realistic Setting: an
everyday life environment or recognizable area interpreted in the display;
e.g., couple sitting at table in restaurant – display could feature apparel or
fine China, crystal, and silver on table or all of the product classifications.
Semirealistic Setting:
vignette setting or setting with recognizable product in a recognizable space
but viewer must use imagination to complete the design idea.
Dominance: the element in the display that attracts
the eye first and directs the viewer’s eye to other parts of the composition;
emphasis of one element over other objects of the composition.
Dress Form: armless version of body shape (figure)
that is utilized to present apparel, as if on actual physical body.
Emphasis: highlighting or calling attention to a
particular item, usually the focal point, in a presentation.
Endcap Display: display featured at the end of
fixtures; spaces with displays of complimentary merchandise positioned toward
the aisle of entrance into an area in order to entice consumer to make add-on
or impulse purchases.
Face out Fixture: arms (straight or slanted) on
fixtures so that front of product is presented to viewer.
Fashion Image: the position of a store’s product in
the fashion cycle or on the bell-shape curve of fashion; tool used in order to
forecast the movement and direction of fashion for a particular trend, concept,
or product.
Fixture: costumers, merchandisers, or other
implements to hold and present merchandise or product categories
Floodlights: incandescent bulbs utilized to focus a
wide beam of light on an area.
Floor Fixture: merchandise units used to hold and
present merchandise in the store or department; e.g., rounders, quads,
T-stands, multiple merchandisers.
Floor Plan: a flat sketch or drawing of the store or
department floor space with wall areas, aisles, and fixture placement depicted.
Fluorescent Light: flat light with very little
shadowing; low costs and efficient source of overall store lighting; provides
no focus on merchandise texture or color.
Focal Point: the dominant element or the emphasized
element within a display or merchandise presentation; central focus of the
display from which the viewer’s eye may move in order to view other items in
the display.
Four way Face out Fixture: four arm costumers or
merchandisers used to hold and present merchandise or product categories: front
view of four different product classifications or outfits can be shown
simultaneously, with one being featured on each arm/prong.
Free-Flow or Maize Floor Plan: floor layout where
fixtures are placed without a set pattern or set of aisles, however, traffic
aisle is determined by placement of fixtures which are set in same direction or
at same angle; fixtures are arranged in an informal pattern with nonlinear
groupings.
General Lighting: an allover level of lighting or
primary lighting.
Gondola: fixture or merchandiser with flat bottom and
four straight sides used to merchandise product in aisles or high traffic areas.
Graphics: artwork, sketches, enlarged prints,
photographs, and other types of art used to depict merchandise and/or to set
the mood, create store ambience, décor and image.
Grid Floor Plan: floor layout where fixtures are
placed in a linear pattern on the floor, creating horizontal and vertical
aisles for traffic patterns throughout the store and/or department.
Hanger: an implement used for hanging garments.
Harmony: a design element creating a unified whole or
unity in a display.
Hue: word used for the name of a color or as a
synonym for color.
Integrated Marketing Communication Plan (IMC):
retailer’s use or coordination of promotional tools of advertising, special
events and promotions, visual merchandising, publicity, and fashion
coordination and training to present a constant and consistent marketing
strategy and message to the target consumer.
Institutional Display: display promoting the image of
the store or promoting a cause supported by the store rather than promoting the
store’s merchandise.
Intensity: the brightness or dullness of a color;
purity and strength of color.
Intermediate Color: color that is results of mixing a
primary and secondary color, using various amounts of each color.
Kiosk: fixture or freestanding, open-ended unit for
housing and presenting merchandise; usually found in store aisles, main traffic
paths, or open spaces for maximum visibility.
Layering: imposition or positioning of one garment on
top of other garments; adds possibility of add-on sales and depth to display.
Ledge: an extension or shelf-like projection
extending from the wall; it may hold displays or merchandise presentations.
Lifestyle: combination of how a customer lives, works
and plays; a combination of activities, interests, occupations, hobbies,
avocations, etc. of the consumer.
Lifestyle Presentation: a collection or assortment or
various merchandise classifications presented in a setting where the customer
will use the merchandise; merchandise depicting a particular lifestyle.
Lighting: device to call attention to display and
merchandise presentation; device to build store image.
Line: direction; one element of a composition; line
may be used as an attention-getter for the display.
Curve Line: an arc, circle
or sphere; imparts grace, charm, femininity, softness, flow.
Diagonal Line: action line
that suggests movement and excitement; designates action, forcefulness, strong
and dynamic movement.
Horizontal Line: long, low,
wide spreading line; imparts relaxed, peaceful, calm, quiet, tranquil
atmosphere.
Vertical Line: straight
elements joining floor to ceiling; symbolizes strength, height, pride, majesty,
dignity, poise, balance, forcefulness, elegance, refinement.
Line-of-Goods Display: a display of one type of
product classification shown in various colors and designs.
Logo: symbol, graphic, emblem, insignia denotes a
company, product, service, etc.
Mannequin: replica of human form used to present
clothing.
Marketing Mix: blend of components of product, price,
place, promotion, people, positioning, presentation, packaging, processing,
playback used in combination to build and present an idea, product, or service.
Market Segment Analysis: dividing a large,
heterogeneous group of consumers into sub-segments or subgroups that are more
homogeneous or that maintain similar values and product desires and needs
Marquee: canopy or awning over an entrance to store;
large sign containing a listing of store names in a particular shopping center
location.
Media Mix: combination of store’s usage of direct mail,
Internet, magazines, newspapers, outdoor advertising, radio, television, etc.
Merchandise Islands: merchandise presentation near an
entrance, escalator, stairway, or elevator that can be viewed from all sides;
frequently feature impulse buys, low-price, easy-to-sell items or “pick-up”
merchandise.
Merchandise Presentation: combination of storing,
housing, presenting, displaying and promoting merchandise classifications while
maximizing floor space in order to build optimum sales and profit potential.
Merchandising Policy: includes retailer’s
merchandising plans and guidelines for selection of vendors, retail/vendor
matrix, pricing policies, presentation and display policies, markdown policies
and promotional endeavors, etc.
NADI: National Association of Display Industries;
organization with members composed of visual merchandising material producers
and distributors
Niche Marketing: targeting a specific market segment
and offering unique products and services that the small group or sub-group
needs, wants, and can buy.
Nostalgia: a remembrance of times, events, or
products of the past that can be utilized to attract the consumer by stirring
past emotions and memories.
One-Item Display: display or merchandise presentation
of a single item.
Outpost: selling fixture or unit with merchandise
from a department within the retail store but located in an area away from the
department in which it is usually merchandised.
Pastel: a tint of a color or a full-value color to
which white has been added, creating a lighter color of the original.
Planogram: sketches or drawings of the placement of
merchandise on fixtures positioned on selling floor, walls, and in displays.
Platform: a riser; elevated cube; a raised area for
displaying and merchandising.
POP: point-of-purchase display and/or signage for POP
display.
POPAI: Point-of-Purchase Advertising Institute;
international trade association of designers and producers of displays and
fixtures, advertisers, and retailers.
Pop-Up Shop: retail area set up for a limited amount
of time.
Primary Colors: three colors from which all other
colors are composed; red, blue, yellow.
Promotional Display: display featuring concept, trend
or product; display may be composed of one item, line-of-goods, related
separates or concepts, or a variety of product that are regular or special priced
goods.
Promotional Mix: includes combinations of
advertising, special events and promotions, visual merchandising and display,
publicity, and fashion coordination and training vehicles that a business uses
in order to communicate with its target consumer about store and product
offerings.
Prop: article, object, or item used to reinforce a
display theme, merchandise concept or visual setting.
Proportion: design or art element illustrating the
proper size relationships between objects and spaces; relationships of sizes,
scales, and weights of elements between each other and the entire composition
of a display.
Publicity: is “free” media exposure that cannot be
controlled by a firm or business; it can be both positive and negative for the
retailer; message is not paid for, therefore companies attempt to monitor and
manage all publicity about their store and/or product offerings.
Psychographics: market research that analyzes the
impact of consumers’ activities, interests, opinions, values, and mores on the
buying and purchasing patterns of the consumers.
Racetrack Floor Plan: floor layout where traffic
aisles are laid out on right and left of circular, rectangular, or oval
racetrack floor layout.
Related Merchandise Display: display of items that
have same end use; items may be related or share same color, theme, trend, or
product classification.
Repetition: design principle that utilizes the
reiteration of an idea or repeating the idea over and over again in the same
display; e.g., same garment, same color, same line, same shape, same form.
Retail Services Division: the division in the brand
company or manufacturer that has the responsibilities of providing customer
services for the retail store, organizing account management for company’s
account executives and sales representatives, analyzing scanner data of the
retailer’s inventory and sales realized for the branded company’s product, and
overseeing retail service coordination between the brand company and retail
client.
Rhythm: principle of design that promotes movement of
the eye from the dominant object to subordinate objects, from the major items
to accessories; that promotes movement of the eye from element to element, from
background to foreground, and from side to side of the display.
Riser: display unit used to elevate merchandise in
the display; platform or cube.
Sales Promotion (Event): event or happening that
communicates the store’s image and product offering, which may or may not be
reduced price merchandise, to the target consumer; vendor demonstrations,
contests, fashion events, vendor sponsored events featuring GWP and PWP.
Sales Promotion Division: in the retail store, the
division that has the responsibilities of coordinating and creating
advertising, visual merchandising, special events and promotions, fashion
coordination and publicity in order to market the retail store and its products
and services.
Scale: a size of item in relation to size of other
items in a display; a proportional representation of an object or size of object
in proportion to the size of the actual object Secondary Colors: combination of
mixing pairs of primary colors; e.g., yellow and blue becomes green.
Shade: color that is darkened by adding gray or black
to the color, creating a deeper color.
Shadow: in lighting, a part of an area that is darker
as compared to the other areas of the display, merchandise presentation, or
store.
Shadow Box: small, elevated window box of glass or
part glass for displaying expensive or special merchandise.
Shop Concept: small area of store where similar types
or the same brand of various product classifications are merchandised and
displayed; small area in store housing specific brand in order to portray a
lifestyle setting or to create the brand image for a particular brand company
or designer.
Sightline: when standing in an aisle or in a shop or
department, the area the consumer can view from the front aisle when looking
toward the back of the shop or department; from front aisle viewing the back
and side walls and throughout the department; created by placement of aisles,
walls, and fixtures.
Sign: graphic or signage on outside of store building
or inside store designating a department or area within a store; it imparts
store image through graphics, color, letter type and font, scale and materials.
Signage: system of signs within a store to designate
location, information, and department placement.
Store Attributes: cues or elements that build store
image, assisting the target consumer to form a mental image or impression for
what the store stands; elements include history of the store; physical cues
such as exterior and interior décor; customer services, including type and
quantity; store personnel; merchandising and pricing policies; channel of
distribution and location of store; marketing and promotional mix.
Store Image: mental perception the consumer perceives
of store’s personality; character or unique personality store represents;
opinions consumer form of store based on policies and activities of the
retailer.
Store Planner: designer, architect, or visual
merchandiser who plans spaces, coloring, lighting, store exterior/interior,
etc.
Target Consumer (Market): sub-segment of a larger
homogeneous market for whom the store can provide the best value offering while
meeting the needs and wants of the consumer; a segment of the population or
consumers who have similar needs and wants and whom the retailer is capable of
providing the products or service offerings to meet those needs and wants.
Tertiary Colors: combination of mixing primary colors
with secondary colors to form a new color.
Texture: a design or art element that describes the
way a surface feels or the “hand” of the item; texture affects color of
merchandise or is the absorption or reflection of light on a rough or shinny surface.
Theme: unifying concept or commonality that ties the
display and/or line of merchandise together; e.g., Southwest theme Tint: color
that is formed by adding white to a color, creating a lighter variation of the
color.
Tone: the mood set by the store image or theme of
merchandise presentation or display.
Trademark: word, design, graphic, symbol that
designates a particular company’s product.
Tradeshow: the location or mart building where a
brand company or manufacturer presents its line-of merchandise to its client,
the retailer; usually these shows are held in large exhibit halls and all
vendors with like product exhibit at a designated time or week.
Trading Area: the geographic area from which the
store targets its consumers.
Trends: direction and movement of major ideas,
themes, product or design concepts.
Unity: in a display, the organization or grouping of
elements into a pleasing, harmonious whole.
Value: the lightness or darkness of a color.
Variety Display: display composed of unrelated items
found in a store.
Vignette: display with a partial version of a
realistic setting.
Vista (Top) Wall: the back walls of a store or
department; the second most important selling space found in a floor layout;
second area in sightline when consumer enters store or department.
Visual Merchandising: combination of store design,
merchandise presentation, and display in order to promote sales and increase
profit margins.
Visual Merchandising Department: in the retail store,
the department in the Sales Promotion Division responsible for store
environment, merchandise presentation, and display.
Visual Merchandising – Retail Department: department
in a brand company responsible for interfacing with the brand company’s client
or the retail store buyer, merchandiser, and/or Sales Promotion Division of the
retailer; the department plans, develops, and executes the in-store account and
category specific strategies such as developing shop concepts, outposts and
shop presentations.
Visual Merchandising – Trade Department: department
in a brand company responsible for development and execution of trade shows and
showrooms or exhibit marketing strategies to position products, drive brand
awareness, and influence a positive corporate image.
Waterfalls: fixtures with angled arms cascading off
the wall or on a T-stand; fixtures usually have knobs, hooks, or notches to
keep hanger holding the merchandise in position.
Windows-on-the-Aisle: area, frequently on an aisle,
at front of store or department which the consumer views first when entering
the store or department; merchandise is usually the most exquisite or expensive
products, new arrivals, and/or the most trendy merchandise carried in the store
or department.
