4. Design elements

Question 1

The principles and elements of design (from fashion and visual merchandising)

Answer 1

The visual merchandiser needs to understand and be able to use the principles and elements of design to create a visual concept that fits with a store’s image.
Colour and texture are important to add excitement to any visual presentation.

The other important principles of design, used in visual merchandising and display, are line, balance, contrast and rhythm.
Colour and texture
Lighting
Line
Balance
Contrast 
Rythm

Question 2

Lighting

Answer 2

Proper lighting is vital to selling because light directs a customer’s eyes to the merchandise.

Question 3

Line

Answer 3

*

Question 4

Balance

Answer 4

*

Question 5

Contrast

Answer 5

*

Question 6

Rythm

Answer 6

*

Question 7

Colour

Answer 7

Pegler (2006:7) mentions that colour is the biggest motivation for shopping. People buy colour before they buy size, fit or price. It is the first thing a customer notices. Customers react immediately to trendy colours and to the colour themes of displays. Retailers who understand and apply the power of colour in selling benefit from increased sales.
Colour says something about the kind of store, merchandise and market the retailer hopes to appeal to. Taste and colours, like everything else in fashion, change and though some basic conclusions can be drawn about colour and how people respond to the various hues, tints and shades, there is still the “in-fashion” or “trend” that determines when a colour is “in” and when it is “out” (Pegler 2006:7).
Take note of the author’s discussion on The Colour Marketing Group (CMG) in Pegler (2006:7- 8).
Colour psychology is important in visual merchandising because colour can immediately create a mood.
Pegler (2006:8 -12) gives a brief explanation of the physical and psychological reactions to colour, colour families and colour schemes. Make sure you are comfortable with the different reactions, colour families and colour schemes.
The visual merchandiser can usually control the background colour against which merchandise is shown. The background colour is important because it can either add to or detract from the colour of the merchandise presented (Pegler 2006:12). Make sure you are comfortable with this statement.

Question 8

Texture

Answer 8

Texture is the surface treatment or the “feel” of merchandise.

Question 9

The use of opposite textures

Answer 9

The can suggest familiar symbols by which the display person attempts to explain the merchandise, in terms of surrounding materials.

Question 10

Textures can be suggestive

Answer 10

The can suggest familiar symbols by which the display person attempts to explain the merchandise, in terms of surrounding materials.