Flower shop displaysFlower shop displays

Mrs. HendrixPrinciples and Elements of

Floral Design

Terms to knowTerms to know

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

IntroductionIntroduction

• The goal of a florist is to sell products/services– 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

DisplaysDisplays

• 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 signs– Adequate parking with easy access to

store entrance

Primary purposePrimary purpose

• Motivate customers to make purchases– To work, florist must understand

visual merchandising

• Attract attention• Arouse interest• Create desire• Initiate buying

Attract attentionAttract attention

• Causes people to look– Color– Contrast– Light– Motion

•Turntables•Fountains•Fans•Flashers

– Fabric (if used properly)

Arouse interestArouse interest

• Must hold viewer’s attention long enough to develop interest in merchandise

• Must have a focal point• Movement through the display

should be encouraged

Create desireCreate 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 settings– Helps customer become part of the

“fantasy”

Initiate buyingInitiate 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 purposeSecondary purpose

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

Artistic displaysArtistic 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 DisplaysTheme 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 plannerSuggested 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 calendarSuggested display calendar

• May– Mother’s Day, Summer Seasonal,

Memorial Day, Commencement• June

– Summer Seasonal, Father’s Day• July

– Summer Seasonal, Independence Day

• August– Summer Seasonal, Back to School

Suggested display calendarSuggested 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 displayProduct-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 displayDesigning display

• Display elements– Components used in assembling

display– Can be mixed in many combinations– Includes merchandise, fixtures, props

• Repetition• Step• Zigzag• Pyramid• Radiation

RepetitionRepetition

• Simple in form• Achieves effect through repeated

use of similar items• All same:

– Height– Spacing– Direction

StepStep

• Varied size merchandise in progression from smallest to largest

• Easy for eye to follow• All same

– Height– Face same direction

ZigZagZigZag

• Leads eye back and forth and up and down

• Interesting and continuous line for eye to follow

• Columns and pedestals can be used to achieve height desired

PyramidPyramid

• Triangular arrangement of products with broad base rising to center peak

• Formal arrangement• Effective with most merchandise

– Potted plants and flowers

radiationradiation

• Merchandise appears to radiate from central point

• Columns and pedestals display at appropriate heights to create fanlike arrangement or complete circle

reviewreview

• Identify as theme-oriented or product-oriented– 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

ReviewReview

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