NDTE: Read all of the instructions for this activity before beginning the tasI-cs. INTRODUCTION At a retell ln-store level, merchandising refers to the variety of products available for sale and the display of those products In such a way that it stimulates Interest and entices customers to make a purchase. You will take a minimum of one photo of each concept. items to be photographed will have the camera symbol. Any area with multiple camera symbols will require that you capture multiple examples. @ REMEMBER The subfect of your photos must be AGRICUL TURAL PRODUCTS. PART |: Exterior Presentations How a store visually welcomes customers has a lotto do with whether or not they enter the store. Although good prices and positive word-of-mouth advertising is important. it is hard to overcome the negative image of a poor store exterior. When examining a store's exterior, the following questions: - How do customers locate the business? - Are the sidewalks clean. safe and accessible? - Are the exterior signs clean, fresh and readable? - Does the store front need cleaning, painting or touchup? - Are the outside entrances clean and accessible? - Are the windows clean. bright and inviting? - Are the window display preparation materials such as tape. pins and padtaging materials removed? - Are the window displays frequently changed? Exterior Signs Take a photo of an exterior sign that is an inviting introduction to an agricultural product's for sale in the store. Banners Take a photo of a banner that is used to promote agricultural products sold in the store. Walks and Entries Take a photo of an exterior of the store and any displays or fixtures that creates a sense of anticipation for items sold within the store. Window Displays Take a photo of a window display that creates a sense of anticipation for items sold within the store. PART II: Principles of Design To execute a display that will sell merchandise, it is necessary to have a working knowledge of the principles of design. The primary principles of design used in display include balance, proportion, rhythm, emphasis, color, lighting and harmony. When applied appropriately, all parts of the display are pulled together to create a purposeful, effective and aesthetically pleasing presentation. An understanding of these principles will make it easier to design a display for all types of merchandise.a EPICS Balance involves the equilibrium and weight of elements between two sides ofa display. Balance is based on a theory of equals. Two types ofbalance include: Traditional or symmetrical balance Large on one side and large on the other. This can be effective where expensive and quality merchandise is being presented. . lnfon'nal or asymmetrical balance Creates ow or rhythm and a feeling of excitement. The two sides of the display appear to be of equal weight, but they are not replicas of each other. Something large can be balanced by several small items [Figure 2] or an expanse of empty space, a bright color or a shot of lights. Several soft colors in a large space can be balanced by one bright color because the intensity Emphasis Emphasis is the point of initial eye contact. From this spot all other eye movements flow. Emphasis is therefore the formulation of a focal point, with all else in the display subordinate. There should be emphasis in all displays. This can be by 1.rirtue of the focal point's size, color or position. The merchandise is the focal point in a majority of displays - An isolated item can be emphasized when surrounded by blank space. - Shiny surfaces emphasize and enlarge objects. - Dull surfaces absorb light and help to de-emphasize an area. - Color is a powerful medium for creating emphasis. Small amounts of advancing color; bright intensities, extreme tints or shades contrasts in the right places will provide striking accents. - Unusual textures highlight an area. - Emphasis is diminished with receding variations such as thin, fuzzy lines: nondescript shapes; regular spacing; even light absorption; cool hues, dull intensities, medium tints or shades; dull; opaque textures: and small, allover or no pattern. - Repetition usually means something is important: so repeated shapes; colors or motifs grouped together reinforces their importance; creating emphasis. Make sure if goods are used in repetition that these goods are emphasized for sale. Proportion Do not use all large objects, because there is nothing to break the monotony and sameness of that large feeling. Adding an odd number of smaller, related items to large pieces creates more interest and balance. . Proportions take on more meaning when items define one another. For example the size of a dinosaur is defined when it is standing next to a two story house. . Proportion and balance can best be accomplished when articles within the display play off each other through their size, shape and color. . Ratio of merchandise to space is critical: Each piece of merchandise must be considered in relation to others. The ratio of props and show cards to merchandise must be in proportion to avoid the appearance of stressing or selling your props rather than your merchandise. Each object should not be too large or too small, nor too heavy or too light in proportion to other items in display areas. Rhythm Rhythm or flow involves the measurement of organized movement; a self-contained movement from object to object, background to foreground, and/or side to side. The rhythm in a display should lead the viewer's eye from the dominant object to the subordinated object(s) or from the primary presentation of the grouping down to the arrangement of accessories or alternate parts of the display.. Overlapping of objects placed together in the display area can prevent the blank space that could exist with an even number of items in a display. Overlapping is one of the most effective tools for creating good flow. It is usually recommended to use an odd number of items when displaying multiples. Use a fabric or color that unifies the theme. Use props that are repetitious either in form or theme. Use the technique of flying merchandise to create flow. Harmony Harmony is a coordinating umbrella principle that can cover and incorporate every other principle. Harmony is agreement in feeling and consistency in mood; i.e., the feeling that all parts of a display relate to each other and to the whole display. Without harmony, the observer is uncomfortable and will not be enticed to purchase merchandise. V Structural harmony is correctly fitting together all the pieces; merchandise should not be out of place in the display. O Decorative harmony includes the parts of a display that are included only for decorative purposes.Color Color contributes significantly to people's impression of a display, as well as a store's overall appearance. Color in a display can catch the eye and make people pause and look. The color combinations of the ceiling, walls, floor covering and the overall decor can affect the atmosphere of a store. Changing the color scheme can change people's attitudes and perceptions of a store, and can increase (or decrease) business. Color Emotional Response Blue A cool color (makes room seem cooler). Calms and relaxes excited people. Makes time seem to pass quickly. Tends to stimulate thought processes and encourage conversation. Green Easy on the eyes. A cool color. Restful and tranquil. Stimulates conversations. Makes time seem to pass quickly. Red Excites and stimulates. Induces aggression. Makes time seem to pass more slowly. Yellow A cheerful color. Creates a feeling of warmth and happiness. Draws attention. Boosts morale. Orange Friendly, warm and vibrant. Exhilarating. Violet and Purple A cool color. Tends to lend elegance and sophistication. Royal. Brown Relaxing and warm. Grav Depressing Cool.Monochromatic Scheme A single color on the color wheel is used with three to five tints and shades of that single true color in this scheme. Analogous Scheme Any three or four consecutive colors on a color wheel creates an analogous scheme. This can be used to create a soft and subtle decor and warm or cool effect. Triadic Scheme Every fourth color on the color wheel for a total of three colors make a triadic color scheme. This is a good combination of colors that can create the muted, traditional look as well as more vibrant color characteristics of modern color schemes. An example could be red, blue and yellow Complementary Scheme A complementary color scheme is represented by two colors that are exactly opposite one another on the color wheel, such as green and red or yellow and purple. It can result in a very pleasing combination of warm and cool colors. Avoid using opposite colors in equal amounts of light and dark combinations. PART III: Common Mistakes TOO MUCH MERCHANDISE TOO MANY PROPS LENGTH OF TIME NECESSARY TO TOO LITTLE MERCHANDISE POORLY SELECTED PROPS CHANGE A DISPLAY IS TOO LONG LACK OF UNDERLYING THEME DISPLAYS CHANGED TOO SELDOM LIMITED OR NO DISPLAY BUDGET LACK OF ATTENTION TO DETAIL MISTAKES IN APPLYING THE PRINCIPLES OF DISPLAYLACK OF UNDERLYING THEME DISPLAYS CHANGED TOO SELDOM LIMITED OR NO DISPLAY BUDGET [O] LO LACK OF ATTENTION TO DETAIL MISTAKES IN APPLYING THE PRINCIPLES OF DISPLAY PART IV: Presentation Make sure that you have these photos available on Monday afternoon for class. We will be creating a product merchandising presentation