Eye Candy
Visual Merchandising @ your Library
Alexandra Yarrow, A/Manager, Diversity &
Accessibility Services, Ottawa Publ...
agenda
• eye
• context
• people in the library
• displays

• lifesavers
marketing
Research
Modify
services

ID target
market(s)

Evaluate
services

Set goals

Deliver
services

Ask

Promote
serv...
visual merchandising
• “to promote for or as if for sale.”
- Merriam-Webster
• “designing the packaging, [...] advertising...
visual merchandising

Flickr, under creative commons license, http://www.flickr.com/photos/jjprojects/3202231017/sizes/l/i...
worth 1000 words
worth 1000 words

http://www.flickr.com/photos/spam/5467161015/in/photostream/ by Smath
an eye for it?

Stock.xchng, http://www.sxc.hu/browse.phtml?f=download&id=1024965, by Michael Lorenzo
ice-breaker
• tell us about a display you have created
o what was the display objective?
o where was the display set up?
o...
context
• maximize space
• split second opinions / satisfaction
• GASP principles

• book stores & other competitors
context: space

Flickr, under creative commons license, http://www.flickr.com/photos/theyoungthousands/384255089/sizes/m/i...
context: split second

http://fashionablepeople.files.wordpress.com/2009/08/staceyclintondisapprove.jpg?w=462&h=338
context: GASP

Image: http://www.flickr.com/photos/mycitylibrary/4185215716/in/set-72157622875035567
context: GASP
context: competitors

Flickr, under creative commons license,
http://www.flickr.com/photos/phrequency/3791093070/sizes/m/i...
people in the library

Stock.xchng, http://www.sxc.hu/browse.phtml?f=download&id=1118243, photo by iker
exercise
• where do you read? (places, eg. armchair, bed, staffroom, beach,
balcony)
• when do you read? (time, eg. time o...
Tucker, Johnny. Retail desire:
design, display and visual
merchandising. Mies,
Switzerland: RotoVision, 2004
rideau branch (renovation)

www.BiblioOttawaLibrary.ca

28
rideau branch (renovation)

www.BiblioOttawaLibrary.ca

29
alta vista branch (renovation)

www.BiblioOttawaLibrary.ca

30
design and merchandising
• people are “extraordinarily responsive to and
articulate about their surroundings.”
•
•
• what ...
design and merchandising
• variety of people = variety of spaces and options

• integrate technology everywhere
• consider...
words of wisdom from
OPL managers

33
displays
• quick
• easy

• layered
• edgy
displays = quick
displays = easy
displays = layered
displays = edgy
The Terrier and the Lobster http://dustyburrito.blogspot.com/2010/11/moschino-window-displays.html
display costs
display ROI
• track stats
o number of displays
o frequency changed
o books added
• track questions and feedback
o get desk...
exercise
•
•
•
•
•
•

what is the objective of this merchandising?
where is the display set up?
who do you think is the ta...
design principles
• unity
• harmony
• focal point
• proportion
balance

informal balance

formal balance
line arrangements
line arrangements
pyramid/triangle
exact repetition
alternation
radiation
informal balance
formal balance
circular
shape
size and proportion
texture
weight
focal point
building displays
• colours
• props
• signage
colours
“colour can be used to create
atmosphere or provoke an
emotion”
- Tony Morgan
colours

http://www.flickr.com/photos/frankieroberto/416645229/sizes/l/in/photostream/ by Frankie ROberto
colours
props
display cases
signage
location, location, location
“It is never a case of adding and adding until the window is
full. An effective display is installed with great attention ...
exercise
• brainstorm possible themes for the
library in general.
• brainstorm specific themes for niche
areas of your lib...
readers’ advisory core
competencies + toolkit
•
•
•
•

collection knowledge
reader service skills
readers’ advisory conver...
why use them?
•
•
•
•

to get ideas for your next staff meeting
to use as a guide when training new staff
to plan training...
policy
•
•
•
•
•
•

tasks are clearly defined
design choices are clear
identify display areas
include rotation schedule
st...
checklist
• contact us info
• logos
• date

• website
lifesavers
lifesavers


Flickr,
http://www.flickr.com/photos/janet/3057195378/size
s/z/in/photostream/, photo by Janet Lackey

Micro...
lifesavers
• Flickr Commons & Creative
Commons licensing on
www.flickr.com
• stock.xchg – www.sxc.hu

• take your own phot...
lifesavers
lifesavers
do not use this font:
Comic Sans MS
try Verdana, Arial, Garamond,
Frutiger , Helvetica
lifesavers
whitespace
lifesavers
top tips
1. keep your friends close ... and your competitors
closer.
2. you never get a second chance to make a first
impr...
look, read, question
exercise
pick your favourite display from today’s
photos + tell us why it’s your favourite!

• try to incorporate some
con...
contact me
Alexandra Yarrow
Alexandra.Yarrow@BiblioOttawaLibrary.ca
Blog: http://ottawapubliclibrarian.blogspot.com/
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service
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Eye Candy: Visual merchandising @ your library for the Prince Edward Island Public Library Service

  1. 1. Eye Candy Visual Merchandising @ your Library Alexandra Yarrow, A/Manager, Diversity & Accessibility Services, Ottawa Public Library
  2. 2. agenda • eye • context • people in the library • displays • lifesavers
  3. 3. marketing Research Modify services ID target market(s) Evaluate services Set goals Deliver services Ask Promote services Identify / create services
  4. 4. visual merchandising • “to promote for or as if for sale.” - Merriam-Webster • “designing the packaging, [...] advertising, and other sales promotion activities.” - Elaine Stone • “to produce eye-catching window displays that grab the customers’ attention and encourage them to shop.” - Tony Morgan Morgan, Tony. Window display new visual merchandising. London: Laurence King, 2010. Stone, Elaine. "Fashion Marketing and Merchandising." Encyclopedia of Clothing and Fashion. Ed. Valerie Steele. Vol. 2. Detroit: Charles Scribner's Sons, 2005. 57-58. Gale Virtual Reference Library. Web. 20 Apr. 2011.
  5. 5. visual merchandising Flickr, under creative commons license, http://www.flickr.com/photos/jjprojects/3202231017/sizes/l/in/photostream/ photo by jjprojects
  6. 6. worth 1000 words
  7. 7. worth 1000 words http://www.flickr.com/photos/spam/5467161015/in/photostream/ by Smath
  8. 8. an eye for it? Stock.xchng, http://www.sxc.hu/browse.phtml?f=download&id=1024965, by Michael Lorenzo
  9. 9. ice-breaker • tell us about a display you have created o what was the display objective? o where was the display set up? o who was your target audience? o what, if any, signage did you use? o how did you measure success? o what would you do differently next time?
  10. 10. context • maximize space • split second opinions / satisfaction • GASP principles • book stores & other competitors
  11. 11. context: space Flickr, under creative commons license, http://www.flickr.com/photos/theyoungthousands/384255089/sizes/m/in/photostream/ . Flickr Commons youngthousands.
  12. 12. context: split second http://fashionablepeople.files.wordpress.com/2009/08/staceyclintondisapprove.jpg?w=462&h=338
  13. 13. context: GASP Image: http://www.flickr.com/photos/mycitylibrary/4185215716/in/set-72157622875035567
  14. 14. context: GASP
  15. 15. context: competitors Flickr, under creative commons license, http://www.flickr.com/photos/phrequency/3791093070/sizes/m/in/photostream/, photo byphr3qu3ncy
  16. 16. people in the library Stock.xchng, http://www.sxc.hu/browse.phtml?f=download&id=1118243, photo by iker
  17. 17. exercise • where do you read? (places, eg. armchair, bed, staffroom, beach, balcony) • when do you read? (time, eg. time of day, season) • do you read every page or do you jump ahead? • do you employ different strategies for different types of books? • do you ever cheat and read the ending first? If so, what are the circumstances? • how far back can you go with your reading memories? (eg. what is your earliest memory of reading or of books?) • what else do you do when you read? (eg. cook, sunbathe) • what did you read as a teenager for the “sexy bits?” (eg. what was passed around class or had well-worn pages in the school library?) • who do you talk to about your reading?
  18. 18. Tucker, Johnny. Retail desire: design, display and visual merchandising. Mies, Switzerland: RotoVision, 2004
  19. 19. rideau branch (renovation) www.BiblioOttawaLibrary.ca 28
  20. 20. rideau branch (renovation) www.BiblioOttawaLibrary.ca 29
  21. 21. alta vista branch (renovation) www.BiblioOttawaLibrary.ca 30
  22. 22. design and merchandising • people are “extraordinarily responsive to and articulate about their surroundings.” • • • what can we conclude from this, given the variety of people we serve? Source: Lawson, Bryan. "Healing Architecture: For a long time, we have supposed that good design will improve patient well-being. Now we have figures to prove it. Bryan Lawson reports on how patient treatment and behaviour improved with new architecture. (Theory)." The Architectural Review 211.1261 (2002): 72+. Academic OneFile. Web. 4 July 2011.
  23. 23. design and merchandising • variety of people = variety of spaces and options • integrate technology everywhere • consider traffic flow and touchpoints • optimize “spaces between spaces” Source: Sens, Thomas. "12 Major Trends in Library Design." Building Design & Construction 50.12 (2009): 38. Academic OneFile. Web. 4 July 2011.
  24. 24. words of wisdom from OPL managers 33
  25. 25. displays • quick • easy • layered • edgy
  26. 26. displays = quick
  27. 27. displays = easy
  28. 28. displays = layered
  29. 29. displays = edgy
  30. 30. The Terrier and the Lobster http://dustyburrito.blogspot.com/2010/11/moschino-window-displays.html
  31. 31. display costs
  32. 32. display ROI • track stats o number of displays o frequency changed o books added • track questions and feedback o get desk staff involved o review questions / comments o look for ideas
  33. 33. exercise • • • • • • what is the objective of this merchandising? where is the display set up? who do you think is the target audience? what, if any, signage is used? what images are conjured by the theme? what recommendations can you make to add visual merchandising aspects to this display?
  34. 34. design principles • unity • harmony • focal point • proportion
  35. 35. balance informal balance formal balance
  36. 36. line arrangements
  37. 37. line arrangements
  38. 38. pyramid/triangle
  39. 39. exact repetition
  40. 40. alternation
  41. 41. radiation
  42. 42. informal balance
  43. 43. formal balance
  44. 44. circular
  45. 45. shape
  46. 46. size and proportion
  47. 47. texture
  48. 48. weight
  49. 49. focal point
  50. 50. building displays • colours • props • signage
  51. 51. colours “colour can be used to create atmosphere or provoke an emotion” - Tony Morgan
  52. 52. colours http://www.flickr.com/photos/frankieroberto/416645229/sizes/l/in/photostream/ by Frankie ROberto
  53. 53. colours
  54. 54. props
  55. 55. display cases
  56. 56. signage
  57. 57. location, location, location
  58. 58. “It is never a case of adding and adding until the window is full. An effective display is installed with great attention to visual balance, the use of focal points that aim to draw the customer’s eye into the centre of the scheme and then led the viewer through the contents of the window, and the use of appropriate props that support the product and build up the window scheme.” - Tony Morgan
  59. 59. exercise • brainstorm possible themes for the library in general. • brainstorm specific themes for niche areas of your library. end-of workshop “tax”: at least 25% of your ideas should be outside the box (i.e. the word Christmas should not factor into your discussions!)
  60. 60. readers’ advisory core competencies + toolkit • • • • collection knowledge reader service skills readers’ advisory conversation reader development
  61. 61. why use them? • • • • to get ideas for your next staff meeting to use as a guide when training new staff to plan training opportunities for your team as part of your own continuing education program • to plan evaluations of the skills of your team • to provide the best service to your customers
  62. 62. policy • • • • • • tasks are clearly defined design choices are clear identify display areas include rotation schedule staffing needs / sustainability build your brand / consistency
  63. 63. checklist • contact us info • logos • date • website
  64. 64. lifesavers
  65. 65. lifesavers  Flickr, http://www.flickr.com/photos/janet/3057195378/size s/z/in/photostream/, photo by Janet Lackey Microsoft Clip Art Found on Flickr / Creative Commons licensing
  66. 66. lifesavers • Flickr Commons & Creative Commons licensing on www.flickr.com • stock.xchg – www.sxc.hu • take your own photos
  67. 67. lifesavers
  68. 68. lifesavers do not use this font: Comic Sans MS try Verdana, Arial, Garamond, Frutiger , Helvetica
  69. 69. lifesavers
  70. 70. whitespace
  71. 71. lifesavers
  72. 72. top tips 1. keep your friends close ... and your competitors closer. 2. you never get a second chance to make a first impression. 3. everything is an opportunity. 4. have policies and procedures that live and breathe – and know them by heart. 5. don’t kid yourself: you are in sales.
  73. 73. look, read, question
  74. 74. exercise pick your favourite display from today’s photos + tell us why it’s your favourite! • try to incorporate some concepts or tips from today
  75. 75. contact me Alexandra Yarrow Alexandra.Yarrow@BiblioOttawaLibrary.ca Blog: http://ottawapubliclibrarian.blogspot.com/

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