Autor

Carmen Cabezas Fontanilla (Madrid, 1966) graduated in Art and Interior Design from the School of Decorative Arts in Madrid and the IADE (Institute of Art Education) in Bilbao.

She developed her professional career as an interior designer and window dresser with companies in different sectors. Her experience teaching window-dressing courses has led to the writing of this handbook, published by Ideaspropias Editorial.


Ana Isabel Bastos Boubeta (Vigo, 1972) has a degree in Geography and History from the University of Santiago de Compostela. She holds the titles of Technical Salesperson and Head of Sales, both awarded by the Government of Galicia.

Both her extensive training and her professional experience in the retail sector are reflected in this handbook.

In the publishing world, she is sole author of the entire volume of Implantación y animación de espacios comerciales and has collaborated on Agente comercial, both titles published by Ideaspropias Editorial.

Índice

INDEX

1. The window display
1.1. Introduction
1.2. Brief background history
1.3. Function
1.4. Objectives
1.5. Types of window display
1.5.1. Types of window display according to location
1.5.2. Types of window display according to presentation
1.5.3. Window displays for brand advertising
1.5.4. Window displays that do not exhibit merchandise or products
1.5.5. Types of window display according to product
1.6. What is a window dresser?
EXERCISE 1
ANSWER KEY
1.7. Summary of content
SELF-ASSESSMENT 1
ANSWER KEY

2. Basic principles of window dressing
2.1. Introduction
2.2. Factors that determine the composition of a window display
2.3. Basic principles of a window display: simplicity; reliefs; clarity; grouping and empty spaces; sharpness; dominance; homogeneity; luminosity
2.4. Key characteristics: visibility; order and unity; visual coherence; creativity and surprise
2.5. Principles of composition: balance, weight, shape, space and memory
2.5.1. Balance
2.5.2. Weight
2.5.3. Shape
2.5.4. Space
2.5.5. Memory
2.5.6. Composition proposals
EXERCISE 2
ANSWER KEY
2.6. Summary of content
SELF-ASSESSMENT 2
ANSWER KEY

3. Basic elements of window dressing. Colour and light. Lines, surfaces and volumes. Structural elements
3.1. Introduction
3.2. Colour
3.2.1. The perception of colour
3.2.2. Characteristics of colour: tone, luminosity (paleness), saturation (intensity) and hue
3.2.3. Classification of colour: basic, complementary, binary, cool, and others
3.2.4. The psychology of colour
3.2.5. Colour selection criteria: nature and characteristics of the articles; the shop’s style and clientele; season; fashion; number of colours and performance
3.3. Light and illumination
3.3.1. Light and the window display
3.3.2. Lighting systems
3.3.3. Shadow and colour
3.3.4. Appropriate light strength for a window display
3.3.5. Types of lights
3.4. Lines, volumes and surfaces
3.5. Structural elements: windowpanes, walls, backgrounds (open, half open, closed) and display bases
3.5.1. Structural elements
3.5.2. Fixings
3.5.3. Window display work tools
EXERCISE 3
ANSWER KEY
3.6. Summary of content
SELF-ASSESSMENT 3
ANSWER KEY

4. Definition of a window display
4.1. Introduction
4.2. Arrangement
4.2.1. Symmetrical
4.2.2. Asymmetrical
4.2.3. Rhythmical
4.3. Positioning
4.3.1. Frontal
4.3.2. Oblique
4.3.3. Fanned
4.4. Composition
4.4.1. Geometrical
4.4.2. Linear
4.4.3. Circular
4.4.4. Pyramidal
4.5. Initial elements to consider
4.5.1. Coverings
4.5.2. Signs. Functions: attractive, informative and decorative
4.5.3. Selection of text and wording for signs
4.5.4. Signage and screen printing
4.6. Labels. Information (price, composition, size, brand and other characteristics) and regulations. Dimensions and colours. Location
4.7. Interior decoration. Display accessories: function, types and selection criteria
4.7.1. Function
4.7.2. Display materials
4.7.3. Mobile elements, technical equipment and animation systems
4.7.4. Fixed elements
4.7.5. Living elements
4.7.6. Mannequins
4.7.7. Selection criteria
4.8. Creating the window display
4.8.1. Measuring the space
4.8.2. The idea
4.8.3. Developing a project
4.8.4. Model
4.8.5. Budget
4.8.6. Completion time
4.8.7. Decoration and materials (wood, plastic, metal, cord, card, paint, paper, plaster, fabric and cork)
4.9. Product display schedule
4.9.1. Preparing the products to be displayed
4.9.2. Scheduling
4.9.3. Displaying the products: the assembly
4.9.4. Product movement/renewal. Window display rotation
4.10. Special sales: sales, start of season, end of year
4.11. Performance and effectiveness of the window display: efficiency ratios and indexes
EXERCISE 4
ANSWER KEY
4.12. Summary of content
SELF-ASSESSMENT 4
ANSWER KEY

5. Drawing and design
5.1. Introduction
5.2. Theory of visual communication. The meaning of design
5.3. Composition and design
5.3.1. Definition
5.3.2. General concepts and combinations
5.3.3. Sign. Symbol. Emblem. Anagrams and diagrams. Brands and logotypes
5.3.4. Visual elements: three-dimensional
5.3.5. The design method
5.4. Artistic drawing and technical drawing
EXERCISE 5
ANSWER KEY
5.5. Summary of content
SELF-ASSESSMENT 5
ANSWER KEY

SUMMARY

EXAM

BIBLIOGRAPHY

Sinopsis

A good professional window dresser must be innovative and creative, intuitive and resourceful, i.e., an artist with a technical and commercial base. They must also possess artistic, marketing and technical skills. Moreover, an excellent sense of colour and light and an ability to create scenic displays is also important.

This handguide, published by Ideaspropias Editorial, is a practical guide to the techniques, methods, materials and procedures entailed in the art of window dressing. It also includes resources and real examples that will guide and facilitate your work when designing a shop window.

The aim of this training material is give you the knowledge of how to develop the design of a window display, by applying window-dressing techniques based on previously-identified technical, marketing and aesthetic objectives. This practical guide is a reference for all those wishing to design and assemble a window display.

978-84-9839-267-8

Ficha técnica

Número de páginas
77
Año de publicación
2010
Formato
E-book

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