DISPLAY DESIGNER/VISUAL MERCHANDISER

Store displays are changed regularly and tend to be centred around the seasons of the year. For example, a fashion store might split the year into two halves, the first running from January to June, the second from July to Christmas. Each season might have three themes, so that the first half of the year is divided into 'early spring', 'mid-spring/early summer' and 'high summer' themes.

Designs may also be influenced by particular events in the calendar such as Valentine's Day or Christmas, or whether the store is running a particular promotion. Display designers may get ideas from films and shows or use big celebrations, such as the Millennium, as inspiration. Ideas can be based on popular stories, the use of colour and light, humour or the latest fashion trends.

Planning starts months in advance. By April, most stores have already decided how they are going to dress their autumn displays. Display designers first study a profile of the store's customers and decide what kind of displays would most reflect a customer's lifestyle. Then, in liaison with store management and the buyers, they come up with ideas within a set budget. They sketch designs, or use computer-aided design and perhaps make models with colour swatches to show how the merchandise will be presented, making best use of the available space. Once the designs have been accepted, the display designer sets about sourcing materials.

A display can be complex or minimalist, depending on current fashions or a display designer's particular style. A summer display could involve building a garden scene, using deckchairs, parasols and decking. Other designs may involve a simple series of panels, or a blown up photograph used as a backdrop. A display designer will have to consider colours and fabrics, lighting, the shape and grouping of props, the type of flooring and dressing of mannequins. Props can usually be hired or bought from specialist companies, but most display designers have to make some props and for this they will need a range of skills, from painting to carpentry. Stores are increasingly moving into what is called 'retail theatre', where they create a complete visual experience for the customer within a themed area.

Displays must also be maintained and display staff are responsible for making repairs and dismantling and cleaning the relevant areas between each design. They may also be responsible for organising advertising material and set design for events such as in-store fashion shows.

The principles of retail design apply to other areas, including exhibition design, point-of-sale design, product promotion, museum display and set decoration for film and television.

Work Environment

Display staff spend most of their time indoors, working from an office or studio within the store. If they are based at a company's headquarters they will travel to stores with a photo or sketch to help them complete the required displays. A great deal of time is spent on the shop floor or in shop windows, creating displays. This work involves a lot of walking around, climbing ladders, lifting and carrying, so wearing the right footwear is vital. Shop windows can also get very hot in summer. They may visit suppliers and contractors, and will make trips to other stores to see their displays.

Job opportunities also exist within exhibitions, trade fairs, hotels, television and film studios (set dressing), airports, seaports and on board ship. This kind of work is more likely to involve staying away from home for one or more nights.

Skills and Interests

Someone considering a career in display must have an artistic streak, with plenty of creative flair. The ability to think three-dimensionally is important, as is having a natural eye for colour and composition. Display designers need imagination as well as the ability to translate other people's ideas into eye-catching designs. It is important that they are up to date with all the latest design trends. They need the practical skills to work with a range of materials, from MDF board to fabric, and an appreciation of the principles of lighting design. IT and computer aided design skills (CAD) are important, as well as technical drawing skills. Budgeting skills can be useful for the more senior positions.

Display designers and visual merchandisers usually work alone but, as the retail industry is characterised by team work, it is important to have strong interpersonal skills. The ability to communicate design ideas to others is essential, as is working to tight deadlines. Stamina is important for what can be a physically tiring job.

Training

A display associate who has completed a college course is likely to start in a junior position within a store display team. They carry out a range of tasks such as cleaning and preparing windows and in-store display areas, ready for dressing. They will also arrange displays and make and repair props, all under the supervision of a display manager. A new entrant is likely to be given a practical test where they may have to suggest approaches to a window display or dress mannequins.

Some stores promote talented retail staff into display positions and offer them the opportunity to attend courses on a day release basis, although this route is now less common.

Relevant full-time courses include the HND in Display Design offered by the Central College of Commerce, Glasgow. Subjects covered include 3-D design, lighting, CAD and designing

Pay and Conditions

A display designer generally works a 40-hour week, including Saturdays. Although the work is not restricted to nine-to-five, unsociable hours are rare. It may be necessary, however, to work late in order to finish a display, particularly before Christmas when weekend work may also be required.

A new entrant who is straight out of college might expect to earn between £7,000 and £10,000, depending on the location and their age. Starting salaries in London may be as high as £12,000. After two or three years, a display assistant can earn between £11,000 and £15,000.