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Chapter 3 – Line & CompositionLine in VM- Line is a directiono Vertical, horizontal, diagonal, curved- A major part of composition, and second only to color in creating a response to the merchandise in a displayVertical Line- *** Idea that something is elevated - *** ex. model is tall/skinny/thin outfit means elegant, pride, etc. - When a display is mainly a vertical one, filled with straight elements that seem to join floor and ceiling, the viewer will get the message: strength, height, pride, majesty, and dignity- When the vertical elements are not only tall, but also thin, an impression of elegance and refinement is conveyed- *** picture on slide 4; looks big, elegant because of vertical lines- *** short customer likes a dress that makes them look taller (vertical line dress gives illusion that you are taller)Horizontal Line- *** opposite of what vertical line does, makes you look bigger- Long, low, wide, spreading line - the bands that run across a window or around perimeter wall - suggest an easy going, restful quality- All is peaceful and calm in a horizontal presentation- A pattern of horizontal lines will cut the vertical effect and reduce the “uptight” or dignified feel of a design or setting- *** picture ex. Sephora design, makes store look bigger, can walk forever, etc.- *** combining horizontal and vertical lines is a good ideaCurved Line- *** heavily used in Retail Industry - The curved line personifies grace, charm, and femininity. They’re soft and enveloping
- The curved line, or arc, can ease the tension that might be produced by too many vertical lines- Curved lines can also be used for a spotlight or target against which an object is shown or a spiral that leads the eye from object to object- *** picture example … want customer’s eye to be drawn to begin somewhere and to end somewhere (curves do that)Diagonal Line- *** heavily used in the sports industry (ex. Nike diagonal mannequins give u illusion that something is moving)- The diagonal line is a line of action; it is forceful, strong, and dynamic- The diagonal is a bolt of lightning, a fire-cracker going off - *** used when you want to hype up energy of somethingComposition- Composition may be defined as the organization or grouping ofdifferent parts or elements used to achieve a unified wholeo *** all elements combined into one o *** different shapes/forms- In display and visual merchandising, composition is the arrangement of lines, forms, shapes, and colors into a pleasing whole that directs the viewer’s eye to the various bits and pieces of the setting and that relays a particular message- *** picture example: using symmetrical, diagonal lines, featured message (accent), have repetitionBalance- A well-designed display should have balance- This involves the creation of an easy-to-accept relationship between the parts of the composition 1. Symmetrical or formal 2. Asymmetrical - *** picture example: play with conception, still confused because background is so busyDominance
- In every composition, it is advisable that some element be dominant - There should be some unit or object that, by its color, its size, or its position in the composition, attracts the eye first and possibly directs the viewer to other parts of the composition- *** picture example) pattern, lots of shapes, purse is zebra buteverything else is cheetah print, shoe is only solid color- *** putting accent into one specific element in displayContrast- ***compare and contrast two different items- Contrast is the composition of elements used to show a sharp difference between them. It consists of different forms, lines, or colors in a composition that intensifies each element properties - A difference in texture or an incongruity in the objects themselves can also heighten the contras- *** picture example: focused on clothing, light background with darker colors, solid texture white background paired with rough leather jacket and pleated blazer (wants you to focus on what specifically is presented), symmetrical lines (ropes) help you stay focused)Proportion- Contrast can also consist of a difference in proportion - the relationship of the size, scale, or “weight” of elements and between each element and the entire composition- The visual merchandiser must be careful to consider not only the size of the merchandise and props, but the size of the display area as well- *** Ex) Amazon marketing strategy at how they put things together. Add kid shoes to cart then suggests teddy bear as well- *** picture example: cannot possibly miss how big baby is Rhythm & Repetition
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