Preface
The artistry of the displayman is not unlike that of the theatrical producer. Behind the drawn curtains of his store windows he sets his stage carefully. From his knowledge of the techniques of balance and layout, correct lighting, and color harmony he prepares the setting for the actors. Only in his case the actors are the merchandise on display, and the sales message is the play. Passersby make up a varied and critical audience.
The skill of the professional displayman has brought about the recognition of window display as one of the most forceful media for sales promotion today.
This text attempts to incorporate in a detailed pattern the principles essential to good visual merchandising. May it serve the reader as a guidepost to successful selling.
-Robert Kretschmer
Contents
1. DISPLAY AND SALES
2. DISPLAY DEPARTMENT PERSONNEL
3. MACHINES AND MATERIALS
4. STRUCTURAL EQUIPMENT
5. LIGHTING AND LAYOUT
6. SIGNS AND SHOW CARDS
7. COLOR
8. INTERIOR DISPLAYS
9. THEME IN DISPLAY
10. GETTING THE MOST PROM DISPLAY
11. WINDOWS AS MONEY
12. POINT OF SALE DISPLAYS
13. STORE-FRONT AND WINDOW DESIGN
14. EXAMPLES OF WINDOWS SUMMARY
The artistry of the displayman is not unlike that of the theatrical producer. Behind the drawn curtains of his store windows he sets his stage carefully. From his knowledge of the techniques of balance and layout, correct lighting, and color harmony he prepares the setting for the actors. Only in his case the actors are the merchandise on display, and the sales message is the play. Passersby make up a varied and critical audience.
The skill of the professional displayman has brought about the recognition of window display as one of the most forceful media for sales promotion today.
This text attempts to incorporate in a detailed pattern the principles essential to good visual merchandising. May it serve the reader as a guidepost to successful selling.
-Robert Kretschmer
Contents
1. DISPLAY AND SALES
2. DISPLAY DEPARTMENT PERSONNEL
3. MACHINES AND MATERIALS
4. STRUCTURAL EQUIPMENT
5. LIGHTING AND LAYOUT
6. SIGNS AND SHOW CARDS
7. COLOR
8. INTERIOR DISPLAYS
9. THEME IN DISPLAY
10. GETTING THE MOST PROM DISPLAY
11. WINDOWS AS MONEY
12. POINT OF SALE DISPLAYS
13. STORE-FRONT AND WINDOW DESIGN
14. EXAMPLES OF WINDOWS SUMMARY
