Design Management
Introduction <ul><li>The first class started with a sketch of a day to day object and blowing up that object 5 times and 1...
Elements of Design <ul><li>Discussions on dot, line and planes </li></ul><ul><li>DOT/ POINT – is an element that has posit...
Elements of Design <ul><li>EXCERSICE - Going around hunting for planes in Rajouri garden was very interesting. Got lots of...
Elements of Design <ul><li>Horizontal lines seemed very tranquil, calm, stable where as vertical lines gave a feeling of b...
Rajouri Market – identifying planes
 
 
Distortion of Logo <ul><li>A  logo  is a graphical element (ideogram, symbol, emblem, icon, sign) that, together with its ...
Distortion of Logo <ul><li>EXCERSICE </li></ul><ul><li>Traced  MAC logo – Apple  </li></ul><ul><li>And then distorted it o...
Drawing Techniques <ul><li>Isometric drawings  - works on a 30 o  grid  </li></ul><ul><li>Axonometric drawings – works on ...
Perspectives <ul><li>Techniques of depicting volumes and spatial </li></ul><ul><li>relationships on a flat surface </li></...
What is Visual Merchandising ? <ul><li>Understanding the brand, positioning of the brand and understanding consumer psyche...
What is Visual Merchandising ? <ul><li>Ticketing – Putting information of sizes, colour and prices </li></ul><ul><li>Ident...
Merchandise Presentation <ul><li>Presentation of the store merchandise in a planned and a scientific manner to enhance the...
Merchandise Presentation <ul><li>OBJECTIVES –  </li></ul><ul><li>Emphasize on full range of merchandise on the store </li>...
Merchandise Presentation <ul><li>Finally increase sales – maximize returns on an ongoing basis from the same space </li></...
Types of In - store Display <ul><li>Idea - Punk </li></ul><ul><li>Price – Discount stores- Store 99 </li></ul><ul><li>Item...
In-store Display <ul><li>Decide and determine customer flows </li></ul><ul><li>Plan main sightlines upon entering and waki...
Visual Merchandising Conceptualization <ul><li>Brand – </li></ul><ul><li>What are we selling - Positioning </li></ul><ul><...
Visual Merchandising Conceptualization <ul><li>Expectations </li></ul><ul><li>Maximize space for merchandising </li></ul><...
Visual Merchandising Calendar <ul><li>Visual Merchandising is a resource utilizing activity and therefore has to be accoun...
Maggpie <ul><li>Visual Merchandising for Shop in shop of magpie in Select City Walk in Saket, Delhi and store in City Squa...
Thank You Kannu Priya Rawat
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Design Management

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1st Semester-end Report

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Design Management

  1. 1. Design Management
  2. 2. Introduction <ul><li>The first class started with a sketch of a day to day object and blowing up that object 5 times and 10 times and use it in a window display </li></ul><ul><li>No sketchpads, had to borrow pencils and erasers from the faculty room </li></ul><ul><li>Never done windows before, </li></ul><ul><li>sketching after quite some time but it was exciting and challenging </li></ul>
  3. 3. Elements of Design <ul><li>Discussions on dot, line and planes </li></ul><ul><li>DOT/ POINT – is an element that has position, but no extension. It is a single mark in space with a precise, but limited, location </li></ul><ul><li>LINE - is an element characterized by length and direction. Lines create contours and form and create perspective </li></ul><ul><li>PLANES – have length and breadth to them, different planes </li></ul>
  4. 4. Elements of Design <ul><li>EXCERSICE - Going around hunting for planes in Rajouri garden was very interesting. Got lots of blank stares, curious glances and what-are-they-looking-at? Kind of glances while taking pictures of façades, entrance, staircase, letterboxes etc. </li></ul><ul><li>Exercise on drawing lines on A3 sheets was very vague initially, didn’t make sense but still doing it was fun </li></ul><ul><li>Found my hand getting set to making accurate 1 inch and 1 cm lines </li></ul>
  5. 5. Elements of Design <ul><li>Horizontal lines seemed very tranquil, calm, stable where as vertical lines gave a feeling of balance, formality and alertness </li></ul><ul><li>The oblique lines used in this presentation suggest movement and action </li></ul><ul><li>Other elements of design include colour, texture, value, movement, pattern, typography </li></ul>
  6. 6. Rajouri Market – identifying planes
  7. 9. Distortion of Logo <ul><li>A logo is a graphical element (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand </li></ul><ul><li>Typically, a logo's design is for immediate recognition </li></ul><ul><li>Creates distinct image in a Customers mind – it’s shapes, colors, fonts, and images usually are different from others in a similar market </li></ul>
  8. 10. Distortion of Logo <ul><li>EXCERSICE </li></ul><ul><li>Traced MAC logo – Apple </li></ul><ul><li>And then distorted it on butter paper and expressed it in various adjectives like speed, soft and techno – learning - how design elements can add different emotions and feelings to the same object </li></ul>
  9. 11. Drawing Techniques <ul><li>Isometric drawings - works on a 30 o grid </li></ul><ul><li>Axonometric drawings – works on a 45 o grid </li></ul><ul><li>Simple shapes – square, circle, triangle in 3D and making Cubes, Hollow Cubes, Rings, </li></ul><ul><li>Drawing letters in 3D – sale, our own name in 3D </li></ul><ul><li>Drawing everyday object – sharpeners, belts etc in 3D </li></ul>
  10. 12. Perspectives <ul><li>Techniques of depicting volumes and spatial </li></ul><ul><li>relationships on a flat surface </li></ul><ul><li>One point perspective </li></ul><ul><li>Two point perspective </li></ul><ul><li>Three point perspective </li></ul>
  11. 13. What is Visual Merchandising ? <ul><li>Understanding the brand, positioning of the brand and understanding consumer psyche </li></ul><ul><li>Creating a story by Cross Selling – creating a look, an idea </li></ul><ul><li>Cross Merchandising – mixing and matching a variety of merchandise available in the store, it is effective with large formats e.g. Lifestyle, Shopper Stop etc. </li></ul><ul><li>Understanding Consumer preferences – making it easier for them to locate, compare and select merchandise </li></ul>
  12. 14. What is Visual Merchandising ? <ul><li>Ticketing – Putting information of sizes, colour and prices </li></ul><ul><li>Identifying fast sellers, dead stock and slow movers (merchandise/ products) in the store and understanding store policies </li></ul><ul><li>Informing the customer of latest fashion trends by highlighting them on strategic locations –high points, hot spots, innermost wall of the store </li></ul><ul><li>Helps in building Brand Image, AIDA, setting the company apart in an exclusive position </li></ul>
  13. 15. Merchandise Presentation <ul><li>Presentation of the store merchandise in a planned and a scientific manner to enhance the shopping experience </li></ul><ul><li>– presenting in a orderly, understandable manner </li></ul><ul><li>OBJECTIVES – </li></ul><ul><li>Emphasize on full range of merchandise on the store </li></ul><ul><li>Create a visual long lasting impact – should be in sync with the store image – recall value </li></ul><ul><li>Create clusters/ merchandise groups – facilitate in selling related items </li></ul>
  14. 16. Merchandise Presentation <ul><li>OBJECTIVES – </li></ul><ul><li>Emphasize on full range of merchandise on the store </li></ul><ul><li>Create a visual impact – should be in sync with the store image – long lasting impact and recall value </li></ul><ul><li>Create clusters/ merchandise groups – facilitate in selling related items </li></ul><ul><li>To achieve a comfortable atmosphere – make shopper feel at ease </li></ul>
  15. 17. Merchandise Presentation <ul><li>Finally increase sales – maximize returns on an ongoing basis from the same space </li></ul><ul><li>THE APPROACH </li></ul><ul><li>Category Style Colour Price </li></ul><ul><li>The approach differs from brand to brand depending on various categories for e.g. a brand like UCB would have presentation based on Style followed by Category and then Colour and Price </li></ul><ul><li>where as a brand like Koutons merchandise presentation focused on Category followed by Style and then Colour and Price </li></ul>Benetton
  16. 18. Types of In - store Display <ul><li>Idea - Punk </li></ul><ul><li>Price – Discount stores- Store 99 </li></ul><ul><li>Item – gives emphasis </li></ul><ul><li>Tonnage merchandising – makes the product look cheap and affordable – in Big Bazaar, huge department stores </li></ul><ul><li>Frontal merchandising – in Levi’s, Lee etc </li></ul>
  17. 19. In-store Display <ul><li>Decide and determine customer flows </li></ul><ul><li>Plan main sightlines upon entering and waking down the aisles of the store </li></ul><ul><li>Creates zone – hot zones Vs cold Zones </li></ul><ul><li>Identify Hot Spots – most visible, cold spots – least visible </li></ul>
  18. 20. Visual Merchandising Conceptualization <ul><li>Brand – </li></ul><ul><li>What are we selling - Positioning </li></ul><ul><li>Who are we selling to – Target Audience </li></ul><ul><li>Brand Values </li></ul><ul><li>Product </li></ul><ul><li>New season </li></ul><ul><li>New launch </li></ul><ul><li>Services offered </li></ul>
  19. 21. Visual Merchandising Conceptualization <ul><li>Expectations </li></ul><ul><li>Maximize space for merchandising </li></ul><ul><li>Create good customer flow – AIDA (Attention, Interest, Desire, Action) </li></ul><ul><li>End purpose of SALE </li></ul>
  20. 22. Visual Merchandising Calendar <ul><li>Visual Merchandising is a resource utilizing activity and therefore has to be accountable for every penny they spend </li></ul><ul><li>Display calendars are planned for the whole year in advance and a separate budget allocated for it, it has to be practical </li></ul><ul><li>Two types of VM calendars – Generic ( seasons, festivals and holidays) and Theme based (Bollywood, Harry Potter, Psychedelic, Pop Art . .etc.) </li></ul><ul><li>AIDA – Attention, Desire ,Interest, Action </li></ul>
  21. 23. Maggpie <ul><li>Visual Merchandising for Shop in shop of magpie in Select City Walk in Saket, Delhi and store in City Square in Rajouri Garden </li></ul><ul><li>Learned to apply various design principles like: </li></ul><ul><li>Balance </li></ul><ul><li>Proximity </li></ul><ul><li>Alignment </li></ul><ul><li>Repetition </li></ul><ul><li>Contrast </li></ul><ul><li>Emphasis </li></ul><ul><li>Gradation </li></ul><ul><li>Unity </li></ul>
  22. 24. Thank You Kannu Priya Rawat

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