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Using their imagination and creative ability, as well as their knowledge of color harmony, composition, and other fundamentals of art and interior design, merchandise displayers in retail establishments create an idea for a setting designed to show off merchandise and attract customers' attention. Often the display is planned around a theme or concept. After the display manager approves the design or idea, the display workers create the display. They install background settings, such as carpeting, wallpaper, and lighting, gather props and other accessories, arrange mannequins and merchandise, and place price tags and descriptive signs where they are needed.
Displayers may be assisted in some of these tasks by carpenters, painters, or store maintenance workers. Displayers may use merchandise from various departments of the store or props from previous displays. Sometimes they borrow special items that their business doesn't carry from other stores; for example, toys or sports equipment. The displays are dismantled and new ones installed every few weeks. In very large stores that employ many display workers, displayers may specialize in carpentry, painting, making signs, or setting up interior or window displays. A display director usually supervises and coordinates the display workers' activities and confers with other managers to select merchandise to be featured.
Ambitious and talented display workers have many possible career avenues. The importance of visual merchandising is being recognized more and more as retail establishments compete for consumer dollars. Some display workers can advance to display director or even a position in store planning.
In addition to traditional stores, the skills of visual marketing workers are now in demand in many other types of establishments. Restaurants often try to present a distinct image to enhance the dining experience. Outlet stores, discount malls, and entertainment centers also use visual marketing to establish their identities with the public. Chain stores often need to make changes in or redesign all their stores and turn to display professionals for their expertise. Consumer product manufacturers also are heavily involved in visual marketing. They hire display and design workers to come up with exciting concepts, such as in-store shops, that present a unified image of the manufacturer's products and are sold as complete units to retail stores.
There are also opportunities for employment with store fixture manufacturers. Many companies build and sell specialized props, banners, signs, displays, and mannequins and hire display workers as sales representatives to promote their products. The display workers' understanding of retail needs and their insight into the visual merchandising industry make them valuable consultants.
Commercial decorators prepare and install displays and decorations for trade and industrial shows, exhibitions, festivals, and other special events. Working from blueprints, drawings, and floor plans, they use woodworking power tools to construct installations (usually referred to as booths) at exhibition halls and convention centers. They install carpeting, drapes, and other decorations, such as flags, banners, and lights. They arrange furniture and accessories to attract the people attending the exhibition. Special event producers, coordinators, and party planners may also seek out the skills of display professionals.
This occupation appeals to imaginative, artistic individuals who find it rewarding to use their creative abilities to visualize a design concept and transform it into reality. Original, creative displays grow out of an awareness of current design trends and popular themes. Although display workers use inanimate objects such as props and materials, an understanding of human motivations helps them create displays with strong customer appeal.