Brandy Guarnaccio - Visual Merchandising: January 2012

Tuesday, January 31, 2012

Chapter 4 summarizes lighting. Light is what makes things visible. All colors depend on light. The types are lighting that exist are natural daylight, artificial, incandescent, fluorescent, or high-intensity lighting. Visible light is actually composed of the whole spectrum of colors, from red to violet. Ultraviolet light, x-rays, and gamma rays have short wavelengths the the human eye can see. The color of an object is seen as a result of the objects selective intake of light rays. General or primary lighting is allover the level of illumination in an area. It is the light that fills the selling floor from overhead light fixtures. The display person should be especially concerned with the mixing of light because it greatly affects the consumer. Shoppers respond to light. Light makes the colors of a shop come alive and creates the overall ambience.

Chapter 3 Summary

Chapter3 summarizes the effects of line and balance in display. Line is a direction. Lines can be vertical, horizontal, curved, or diagonal. The way in which lines are used and combined can determine the success of the display. Vertical lines convey a sense of elegance and refinement. Horizontal lines represent easygoing, restful qualities. All in peaceful and calm in horizontal presentation. Curved line eludes grace, charm. and femininity. The diagonal line is a line of action and projects a strong, dynamic sense. A well designed display is always balanced. To create balance you need a good contrast, proportion and rhythm.

Chapter 2 Summary

Chapter 2 summaries the use of color. Color is the biggest motivation for shopping. From malls to small specialty stores are beginning to reconsider the colors they use to attract shoppers and keep them in the store after the initial walk in. Color psychology is very important in visual merchandising. Problems that occur for the visual merchandiser is that each person may have a different reaction to the same color, which causes a great challenge for the visual merchandiser. The color wheel shows the relationship of colors to each other,which can become extremely useful when trying to create a color story in a display. Understanding the effect of color on color will enable the display person to select the right background and accessories to create the perfect store image.

Chapter One Summary

Chapter 1 summarizes exactly what display and visual merchandising is. Display or visual merchandising shows merchandise and concepts at their very best, along with the end purpose of making a sale. Display has gone through many of changed through the year, but today display is focusing on how to sell "reality". Being a visual merchandiser you have to understand the store image and why shoppers want to shop at a specific store. The visual merchandiser is not selling any one piece or merchandise, but the idea that any purchase from a store will ensure success. In the past couple of years display people are becoming more computer savy and immerse themselves in the computer age. Modern innovations are changing the industry drastically.