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Flower shop displays

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									Flower shop displays

         Mrs. Hendrix
Principles and Elements of Floral
             Terms to know

•   Artistic Display
•   Buying Up
•   Display
•   Display Elements
•   Impulse Buying
•   Product-Oriented Displays
•   Theme Displays
•   Visual Merchandising

• The goal of a florist is to sell
   – To do so, customers must be attracted to store
      • Known as “Visual Merchandising”
         –   Building design
         –   Store layout
         –   Lights
         –   Signs
         –   Fixtures
         –   Displays
         –   General store decorations
      • Focus here will be displays

• Visual and artistic aspect of presenting a
  product to customers
  – Make store seem unique
  – Use advertisement to get them there, use
    displays to keep them there
• Customers make judgments based on the
  way a store looks
  – Attractive, well maintained with easy to read
  – Adequate parking with easy access to store
           Primary purpose

• Motivate customers to make purchases
    – To work, florist must understand visual
•   Attract attention
•   Arouse interest
•   Create desire
•   Initiate buying
            Attract attention

• Causes people to look
  –   Color
  –   Contrast
  –   Light
  –   Motion
       •   Turntables
       •   Fountains
       •   Fans
       •   Flashers
  – Fabric (if used properly)
         Arouse interest

• Must hold viewer’s attention long enough
  to develop interest in merchandise
• Must have a focal point
• Movement through the display should be
            Create desire

• Viewer should become enthusiastic about
  buying the merchandise
• Show products in everyday settings
  – Helps customer envision how to use it at home
• Show products in glamorous/fantastic
  – Helps customer become part of the “fantasy”
          Initiate buying

• If first three steps are accomplished the
  result should be a sale
• Information like price and/or availability
  should be accessible to customer
         Secondary purpose

•   Impulse buying
•   Buying up
•   Multiple sales
•   Create store image
•   Showcasing products
•   Reinforce advertising
•   Educate customers
•   Encourage future sales
           Artistic displays

• Designed to stop traffic and focus attention
• Doesn’t sale directly
• Used to
  –   Pull customers through store
  –   Draw people to “dead” area
  –   Stop shoppers at important section
  –   Create an image
                Theme Displays

• Based on specific subject or topic
   – Holidays
      • Christmas, Valentine’s Day, Easter
   – Seasons
      • Spring, Summer, Autumn, Winter
   – Life events
      • Weddings, Graduations, Proms
   – Commemorations
      • Veterans Day, Secretaries’ Day
   – Community Celebrations
      • Local fairs, civic projects, political and cultural events
 Suggested display planner

• January
  – Winter Seasonal, Valentine’s Day
• February
  – Valentine’s Day, Mardi Gras, National FFA Week
• March
  – Spring Seasonal, St. Patrick’s Day, Easter
• April
  – Spring, Easter, Secretaries’ Week
Suggested display calendar

• May
  – Mother’s Day, Summer Seasonal, Memorial Day,
• June
  – Summer Seasonal, Father’s Day
• July
  – Summer Seasonal, Independence Day
• August
  – Summer Seasonal, Back to School
Suggested display calendar

• September
  – Labor Day, Grandparent’s Day
• October
  – Autumn Seasonal, Halloween, Sweetest Day,
    Bosses’ Day
• November
  – Autumn Seasonal, Veterans’ Day, Thanksgiving
• December
  – Winter Seasonal, Christmas
 Product-oriented display

• Focus on direct promotion of merchandise
  – Single Item Display
  – Line-of-goods Display
     • Single type
  – Related Merchandise Display
     • Collection of items used together or similar
  – Variety Displays
     • Unrelated merchandise, common color or price
          Designing display

• Display elements
    – Components used in assembling display
    – Can be mixed in many combinations
    – Includes merchandise, fixtures, props
•   Repetition
•   Step
•   Zigzag
•   Pyramid
•   Radiation

• Simple in form
• Achieves effect through repeated use of
  similar items
• All same:
  – Height
  – Spacing
  – Direction

• Varied size merchandise in progression from
  smallest to largest
• Easy for eye to follow
• All same
  – Height
  – Face same direction

• Leads eye back and forth and up and down
• Interesting and continuous line for eye to
• Columns and pedestals can be used to
  achieve height desired

• Triangular arrangement of products with
  broad base rising to center peak
• Formal arrangement
• Effective with most merchandise
  – Potted plants and flowers

• Merchandise appears to radiate from central
• Columns and pedestals display at
  appropriate heights to create fanlike
  arrangement or complete circle

• Identify as theme-oriented or product-
  –   Valentine’s Day
  –   Wedding
  –   New Line of Vases
  –   Cultural Event
  –   Display of cut flowers
  –   Secretaries’ Day
  –   Display of potted plants, pots, growing medium
  –   Display of balloons

• Illustrate following display arrangements
  –   Zigzag
  –   Step
  –   Radiation
  –   Repetition
  –   Pyramid

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