Marketing – Vocabulary – Chapter 18

visual merchandising
all the physical elements used to project an image to customers
visual and artistic aspects of presenting a product to a target group
A general idea or thought about something
a store’s sign, logo, marquee, banners, awnings, windows, and the exterior design, ambiance and landscaping
architectural canopy that extends over a store’s entrance
store layout
ways that store uses floor space to facilitate and promote sales and serve customers
main installations in a store; permanent or movable store furnishings that hold and display merchandise
point-of-purchase displays
consumer sales promotion devices; manufactured units that hold, display, or dispense products
interactive point-of-purchase displays
color wheel
a chart in which complementary colors (or their names) are arranged on opposite sides of a circle
complementary colors
found opposite each other on color wheel; used to create high contrast
adjacent colors
located next to each other on color wheel and share same undertones; analogous colors
triadic colors
three colors equally spaced on the color wheel
focal point
an area in the display that attracts attention first, above all else
relationship between and among objects in a display
formal balance
large items with large items; small with small; large on one side, large on the other
informal balance
several small items with one large one
moving a viewer’s attention from one part of the display to another
smooth or rough; the look of the surfaces on display
animation; use to accentuate, no overpower the merchandise

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