This course explores the principles and practices of visual merchandising, focusing on the strategic presentation of products within the retail environment. Students will examine how elements such as lighting, fixtures, special effects, and spatial design function as visual communication tools to express brand identity and influence consumer behavior. Topics include the creation of store displays for both specialty and department stores, window and wall visual design, professional presentation techniques, and the psychological impact of color, music, and lighting. The course also supports the continued development of students’ Retail Marketing e-Portfolios in OpenLab.
