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Flower shop displays. Mrs. Hendrix Principles and Elements of Floral Design. Terms to know. Artistic Display Buying Up Display Display Elements Impulse Buying Product-Oriented Displays Theme Displays Visual Merchandising. Introduction. - PowerPoint PPT Presentation
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Flower shop displaysFlower shop displays
Mrs. HendrixPrinciples and Elements of
Floral Design
Terms to knowTerms to know
• Artistic Display• Buying Up• Display• Display Elements• Impulse Buying• Product-Oriented Displays• Theme Displays• Visual Merchandising
IntroductionIntroduction
• The goal of a florist is to sell products/services– To do so, customers must be attracted
to store• Known as “Visual Merchandising”
– Building design– Store layout– Lights– Signs– Fixtures– Displays– General store decorations
• Focus here will be displays
DisplaysDisplays
• Visual and artistic aspect of presenting a product to customers– Make store seem unique– Use advertisement to get them there,
use displays to keep them there• Customers make judgments based
on the way a store looks– Attractive, well maintained with easy
to read signs– Adequate parking with easy access to
store entrance
Primary purposePrimary purpose
• Motivate customers to make purchases– To work, florist must understand
visual merchandising
• Attract attention• Arouse interest• Create desire• Initiate buying
Attract attentionAttract attention
• Causes people to look– Color– Contrast– Light– Motion
•Turntables•Fountains•Fans•Flashers
– Fabric (if used properly)
Arouse interestArouse interest
• Must hold viewer’s attention long enough to develop interest in merchandise
• Must have a focal point• Movement through the display
should be encouraged
Create desireCreate desire
• Viewer should become enthusiastic about buying the merchandise
• Show products in everyday settings– Helps customer envision how to use it
at home
• Show products in glamorous/fantastic settings– Helps customer become part of the
“fantasy”
Initiate buyingInitiate buying
• If first three steps are accomplished the result should be a sale
• Information like price and/or availability should be accessible to customer
Secondary purposeSecondary purpose
• Impulse buying• Buying up• Multiple sales• Create store image• Showcasing products• Reinforce advertising• Educate customers• Encourage future sales
Artistic displaysArtistic displays
• Designed to stop traffic and focus attention
• Doesn’t sale directly• Used to
– Pull customers through store– Draw people to “dead” area– Stop shoppers at important section– Create an image
Theme DisplaysTheme Displays
• Based on specific subject or topic– Holidays
• Christmas, Valentine’s Day, Easter
– Seasons• Spring, Summer, Autumn, Winter
– Life events• Weddings, Graduations, Proms
– Commemorations• Veterans Day, Secretaries’ Day
– Community Celebrations• Local fairs, civic projects, political and cultural
events
Suggested display plannerSuggested display planner
• January– Winter Seasonal, Valentine’s Day
• February– Valentine’s Day, Mardi Gras, National
FFA Week
• March– Spring Seasonal, St. Patrick’s Day,
Easter
• April– Spring, Easter, Secretaries’ Week
Suggested display calendarSuggested display calendar
• May– Mother’s Day, Summer Seasonal,
Memorial Day, Commencement• June
– Summer Seasonal, Father’s Day• July
– Summer Seasonal, Independence Day
• August– Summer Seasonal, Back to School
Suggested display calendarSuggested display calendar
• September– Labor Day, Grandparent’s Day
• October– Autumn Seasonal, Halloween,
Sweetest Day, Bosses’ Day• November
– Autumn Seasonal, Veterans’ Day, Thanksgiving
• December– Winter Seasonal, Christmas
Product-oriented displayProduct-oriented display
• Focus on direct promotion of merchandise– Single Item Display– Line-of-goods Display
• Single type
– Related Merchandise Display• Collection of items used together or similar
– Variety Displays• Unrelated merchandise, common color or
price
Designing displayDesigning display
• Display elements– Components used in assembling
display– Can be mixed in many combinations– Includes merchandise, fixtures, props
• Repetition• Step• Zigzag• Pyramid• Radiation
RepetitionRepetition
• Simple in form• Achieves effect through repeated
use of similar items• All same:
– Height– Spacing– Direction
StepStep
• Varied size merchandise in progression from smallest to largest
• Easy for eye to follow• All same
– Height– Face same direction
ZigZagZigZag
• Leads eye back and forth and up and down
• Interesting and continuous line for eye to follow
• Columns and pedestals can be used to achieve height desired
PyramidPyramid
• Triangular arrangement of products with broad base rising to center peak
• Formal arrangement• Effective with most merchandise
– Potted plants and flowers
radiationradiation
• Merchandise appears to radiate from central point
• Columns and pedestals display at appropriate heights to create fanlike arrangement or complete circle
reviewreview
• Identify as theme-oriented or product-oriented– Valentine’s Day– Wedding– New Line of Vases– Cultural Event– Display of cut flowers– Secretaries’ Day– Display of potted plants, pots,
growing medium– Display of balloons
ReviewReview
• Illustrate following display arrangements– Zigzag– Step– Radiation– Repetition– Pyramid