Standard

Format Updated: 04/27/05

MKT 109 - Visual Merchandising

Course Description

Focuses on the components of display necessary for the effective visual presentation of goods and services. Opportunities will be provided to utilize the principles and techniques that are common to display work in various types of businesses. Emphasis will be placed on design, color, tools, and materials, and installation of displays. Topics include: design principles, color principles, tools and materials of the trade, props and fixtures, lighting and signing, installation of displays, store planning, and safety.

Competency Areas	Hours
Design and Color Principles	Class	3
Tools and Materials of the Trade	D. Lab	2
Lighting and Signing	P. Lab/O.B.I.	0
Installation of Displays	Credit	4
Store Planning
Safety

Prerequisite:	Provisional admission
Corequisite:

Course Guide

Competency	After completing this section, the student will:	Hours
		Class	D.Lab	P.Lab/ O.B.I.
DESIGN AND COLOR PRINCIPLES		12	2	0
Basic elements of design	Explain the use of design elements in creating various moods and impressions in visual merchandising.
Color principles	Identify the basic colors and their properties.
	Explain the psychological effects of color.
	Identify basic color schemes.
Principles of design	Identify the balance of a display.
	Identify the point of emphasis in a display.
	Identify the arrangements used (if any) in a display.
	Identify the rhythm created in a display.
	Identify the element or elements used to create harmony in a display.
Display materials	Identify the various types of ready-made materials used to construct displays.
	Identify how paper and fabric may be effectively used in a display.
Props and fixtures	Identify the types of props and fixtures which may be used to construct a display.
	Describe the use of a variety of tools and equipment employed to construct displays.
Inventory and storage of tools and materials	Design an efficient inventory and storage system for display tools and materials.
LIGHTING AND SIGNING		1	0	0
Types of lighting	Identify the major types of lighting.
	Discuss the advantages and disadvantages of major types of lighting.
Lighting uses	Identify the types of lighting used in special situations.
Function of signage	Describe the importance of signing in visual merchandising.
Sign preparation	Prepare signs for use in visual merchandising.
INSTALLATION OF DISPLAYS		4	9	0
Planning the display	Create a plan to construct a display.
Assembling the display	Construct a display.
STORE PLANNING		6	2	0
Display locations	Describe the various locations for displays in a retail setting.
Display planning calendars	Display planning calendars.
Façade	Discuss the effects of a properly designed facade.
Store layout	Execute or simulate a store layout that includes departments and seasonal and trend merchandise.
Security	Identify methods of theft prevention through visual merchandising and store planning techniques.
SAFETY		1	1	0
Safe display construction	Utilize standard safety procedures when operating equipment and installing displays.
Customer safety	Identify customer safety issues.

Suggested Resources

Books

Bell, J. (1988). Silent selling: The complete guide to fashion merchandise presentation. Cincinnati: Signs of the Times.

Canay, L., & Roberson, J. (1984). A practical guide to visual merchandising. Englewood Cliffs, NJ: Prentice Hall.

Colborne, R. (1982). Fundamentals of merchandise presentation. Cincinnati: Signs of the Times.

Diamond, J., & Diamond, E. (1990). Fashion contemporary visual merchandising. Mission Hills, CA: Glencoe.

Gillespie, K. R., & Hecht, J. C. (1983). Retail business management (rev ed.). New York: McGraw-Hill.

Mella, D. L. (1988). The language of color. New York: Warner.

Mills, K. H., & Paul, J. E. (1988). Applied visual merchandising (2nd ed.). Englewood Cliffs, NJ: Prentice Hall.

Pegler, M. M. (1991). Visual merchandising and displays (2nd ed.). New York: Fairchild.

Samson, H., & Little, W. G. (1985). Visual merchandising planning and techniques (2nd ed.). Cincinnati: South-Western.

Audiovisuals

How to create effective window displays [Slides, 6 part series]. New York: Fairchild Visuals.

The psychology of color [Videocassette]. Wagner Institute of Color Research.

Visual merchandising and display [Videocassette]. Retail Reporting Corp.

Journals

Visual Merchandising and Store Design