1. Eye Candy
Visual Merchandising @ your Library
Alexandra Yarrow, A/Manager, Diversity &
Accessibility Services, Ottawa Public Library

2. agenda
• eye
• context
• people in the library
• displays
• lifesavers

3. marketing
Research
Modify
services
ID target
market(s)
Evaluate
services
Set goals
Deliver
services
Ask
Promote
services
Identify /
create
services

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. visual merchandising
Flickr, under creative commons license, http://www.flickr.com/photos/jjprojects/3202231017/sizes/l/in/photostream/
photo by jjprojects

6. worth 1000 words

7. worth 1000 words
http://www.flickr.com/photos/spam/5467161015/in/photostream/ by Smath

9. an eye for it?
Stock.xchng, http://www.sxc.hu/browse.phtml?f=download&id=1024965, by Michael Lorenzo

11. 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?

12. context
• maximize space
• split second opinions / satisfaction
• GASP principles
• book stores & other competitors

13. context: space
Flickr, under creative commons license, http://www.flickr.com/photos/theyoungthousands/384255089/sizes/m/in/photostream/ . Flickr
Commons youngthousands.

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

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

16. context: GASP

17. context: competitors
Flickr, under creative commons license,
http://www.flickr.com/photos/phrequency/3791093070/sizes/m/in/photostream/, photo byphr3qu3ncy

18. people in the library
Stock.xchng, http://www.sxc.hu/browse.phtml?f=download&id=1118243, photo by iker

26. 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?

27. Tucker, Johnny. Retail desire:
design, display and visual
merchandising. Mies,
Switzerland: RotoVision, 2004

28. rideau branch (renovation)
www.BiblioOttawaLibrary.ca
28

29. rideau branch (renovation)
www.BiblioOttawaLibrary.ca
29

30. alta vista branch (renovation)
www.BiblioOttawaLibrary.ca
30

31. 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.

32. 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.

33. words of wisdom from
OPL managers
33

34. displays
• quick
• easy
• layered
• edgy

35. displays = quick

36. displays = easy

39. displays = layered

45. displays = edgy

48. The Terrier and the Lobster http://dustyburrito.blogspot.com/2010/11/moschino-window-displays.html

49. display costs

50. 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

52. 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?

53. design principles
• unity
• harmony
• focal point
• proportion

54. balance
informal balance
formal balance

55. line arrangements

56. line arrangements

57. pyramid/triangle

58. exact repetition

59. alternation

60. radiation

61. informal balance

62. formal balance

63. circular

64. shape

65. size and proportion

66. texture

67. weight

68. focal point

70. building displays
• colours
• props
• signage

71. colours
“colour can be used to create
atmosphere or provoke an
emotion”
- Tony Morgan

72. colours
http://www.flickr.com/photos/frankieroberto/416645229/sizes/l/in/photostream/ by Frankie ROberto

73. colours

75. props

76. display cases

77. signage

78. location, location, location

80. “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

82. 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!)

83. readers’ advisory core
competencies + toolkit
•
•
•
•
collection knowledge
reader service skills
readers’ advisory conversation
reader development

84. 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

85. policy
•
•
•
•
•
•
tasks are clearly defined
design choices are clear
identify display areas
include rotation schedule
staffing needs / sustainability
build your brand / consistency

86. checklist
• contact us info
• logos
• date
• website

87. lifesavers

88. 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

89. lifesavers
• Flickr Commons & Creative
Commons licensing on
www.flickr.com
• stock.xchg – www.sxc.hu
• take your own photos

90. lifesavers

91. lifesavers
do not use this font:
Comic Sans MS
try Verdana, Arial, Garamond,
Frutiger , Helvetica

92. lifesavers

93. whitespace

94. lifesavers

95. 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.

96. look, read, question

98. 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

99. contact me
Alexandra Yarrow
Alexandra.Yarrow@BiblioOttawaLibrary.ca
Blog: http://ottawapubliclibrarian.blogspot.com/