Music Trade Review

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22
THE MUSIC TRADE REVIEW, APRIL, 19U
GOOD WINDOWS
{Continued from Page 15)
are necessities to maintain Hie and a real appe-
tite must be created before the customer can be
induced to become interested. Therefore, w e
are justified to assume that these figures would
be reflected in piano sales.
EYE APPEAL IS 87%
"The next problem would be to properly dis-
play the merchandise so as to create a desire in
the customer's mind to want him to own that
merchandise. He must be made to want to come
inside the store. In this particular discussion,
the desire to own a piano is to be created. This
brings us to the question of what 'sells' the
piano. Is it the appeal to the eye, to the ear,
or to the touch? Scientists tell us that of our five
senses, the appeal of the eye is by far the most
valuable from an attraction standpoint and out
of a possible 100% valuation, the appeal to the
eye is given a rating of 87%; the appeal to the
ear 7%; nose 3V 2 %; touch 1V2%; and taste
1%. In this discussion, of course, w e are only
concerned with the appeal to the eye, to the ear
and to the touch. You can readily see the high
importance of the value placed on e y e appeal.
This fact is also borne out by modern designs
of pianos today. Manufacturers have created at-
tractively designed pianos in order to appeal to
the e y e to create the desire of the prospective
customer to own a piano. At the same time, they
have taken into consideration the old fashioned
piano which, in most cases, is too large to be
in keeping with other furnishings in the trend
toward smaller homes. This is particularly true
of the class of trade that you are trying to reach.
APPEAL TO EAR AND TOUCH
"The next logical step in this discussion would
be to assume from the above that the e y e ap-
peal of a piano is really what 'sells' the piano.
It is then necessary that the piano be displayed
properly by bringing out all of its attraction
value. We should also bear in mind that to in-
crease the volume of sales, it is necessary to
appeal to the type of buyer w e are trying to
reach. From a consumer investigation made for
the National Piano Manufacturers Association in
1938, piano buyers were listed in groups of:
A—Upper Class
B—Upper Middle Class
C—Lower Middle Class
D—Lowest Class
"It appears from this survey that the volume to
be reached is through the Upper Middle Class
and Lower Middle Class. Therefore, w e should
display pianos to appeal to the psychology of
this class of people, still bearing in mind that
we should not sacrifice the feeling prevailing by
the Upper Class (A) of people as to the desira-
bility of owning pianos. In other words w e do
not want to bring the ownership to a level of
the (B) Upper Middle Class and (C) Lower
Middle Class but should, however, raise the
desire of the B and C Classes to the level of the
ing attention, should be used discriminatingly in
terms of value rather than intensity of color—
based on the known principle that a contrast of
value is the more forceful presentation, such as
black printing on white paper. It doesn't follow
that the color employed should be black or
white, but regardless of whatever color is used,
THE PROPER TYPE OF WINDOW
it should have a deep enough value to contrast
"There has been a definite trend of design with whatever value the piano may be. The kind
for particular merchandising. Jewelry stores, as of color can be left to the discrimination of the
an example, have employed high bulkheads to individual as long as this principle is followed.
their storefront windows—resulting in the raising The basis of this type of display is that most
of the floor in the display windows to a convenient windws with a comparatively small amount of
eye level to properly display small and valuable work can be converted into a piano display
pieces of jewelry. By this token, therefore, it window.
would seem that to properly display a piano, the
"TYPE "B": In this plan w e will assume the
bulkhead should be nearly sidewalk level so that best possible conditions for the proper presenta-
the piano can be placed on view from an angle tion of a piano. The first step, naturally, would
somewhat as it would appear in a home.
be to present the merchandise in a manner which
"Assuming that all display window conditions is closest to its natural environment, which
will not be standard, w e have developed two would be below e y e level as it would be on a
methods for displaying the merchandise which normal floor with no obstruction between the
should cover sufficient latitude for the typical viewer and the object. This would call for a
piano window display.
bulkhead of minimum height (approximately 6")
"TYPE "A": This will be comprised of a and a polished plate glass window to approxi-
standard window most commonly found with a mately 71/2 feet in height. This would accomplish
bulkhead 14 to 18 inches above sidewalk level our primary step of unobstructed vision with the
and actual window area from this point to the piano being viewed from approximately the
existing spandrel of the building. The problem normal condition. This window area should be
enclosed by a background of slightly below
here is to primarily concentrate attention to a
single piece of merchandise; namely, a piano. normal ceiling height; namely, 8 feet. The floor
In a great many cases, this type of window is should be covered—preferably with carpet and
crowded with a number of miscellaneous instru- as complete a setting should be made to repro-
ments and musical appurtenances, creating dis- duce the surroundings of the merchandise as it
traction, without any attempt to focalize attention. would be in a home.
It must be taken into consideration that a large
"Light should be used in the manner afore-
number of retail piano stores also deal in other mentioned in Type "A," with the exception that
types of musical instruments and it is desirable
lamps should set on the respective pieces of
to also move that merchandise. To concentrate furniture included in the setting and illuminated.
attention on any one item, however, distraction
By so doing, the piano will be focalized and the
must be eliminated. This, therefore, leads to the relationship of the piano to the room presenta-
primary purpose of concentrating attention on tion will be carried out by the subdued lighting
the article to be merchandised. The first step on the wall and various appurtenances. Need-
should be to reduce the amount of area of window less to say, the piano is the merchandise and
that can normally be seen by the eye. In so should, therefore, have the highest focal interest,
doing, we reduce the size of the frame about the
regardless of which principle is used.
merchandised article (the piano) and concentrate
"In conclusion, let me sum up the thoughts
the vision directly to the focal point.
contained herein.
"First, make use of the advertising value of your
"The second step is to reduce the amount of
disturbing influences in the field behind the store front appearance to attract attention to your
piano. This should be accomplished by intro- store. This will also add pride and value to the
ducing a background enclosure behind the business block, as well as to the local community.
piano. Thus, w e have isolated the unit which Modern values are economic values. It will cost
less to operate your store by using modern man-
w e wish to project into the public eye.
ners and methods.
PIN POINT LIGHTING EFFECTIVE
"Second, after attracting attention to your store,
"Knowing that light is one of the most vital
proper thought should be given to the display
factors in projecting attention, it therefore fol- of the merchandise to be sold.
lows that the article being presented should
"Light and color are used to funnel attention
have a high intensity of light directed upon it. to the merchandise and attention is held by mak-
It does not follow that this light should evenly ing use of associated surroundings in proper
illuminate the entire area but should be con- settings.
.
centrated on the article being merchandised in
"Third, do not allow attention to be distracted
the style that is known as "pin point" lighting. by interference with other objects.
By so doing, w e are using light to further our
"Fourth, keep the interest, once created; do not
purpose.
allow the display to remain constant too long.
"Color, being a second consideration in attract- Keep using change of color and surroundings."
(A) Upper Class. The pride of ownership of
something which is desirable to the very best
is doubly desirable to the lower or average. In
the past, it is doubtful that sufficient attention
has been given this thought, which has resulted
in the lack of appeal to any group.
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