Display Designer/Visual Merchandiser

The Job and What's Involved

Display designers and visual merchandisers use their design skills to help promote the image, products and services of businesses and other organisations.

To some extent the roles of display designers and visual merchandisers may overlap, but display designers usually focus on designing displays, stands and panels that are used at exhibitions, conferences and other events. They also produce point-of-sale displays, which are stock containers that are usually mass-produced and installed in hundreds of retail outlets. Visual merchandisers create window and in-store displays of goods for retail shops and department stores.

A display designer aims to promote a client's products, brand and image by creating an eye-catching display using visual and graphic elements. Depending on the client's business, the display may be taken to a wide range of locations, from trade exhibitions to shopping malls. The work involves:

• Making presentations to potential clients to win contracts.
• Discussing the brief with the client and identifying the key messages that need to be conveyed.
• Gaining an in-depth understanding of the client's organisation, products, image and target market.
• Considering factors such as the space available for the display, any special features it should incorporate, such as chairs, models and computers, and the client's budget.
• Coming up with design ideas, images and graphics incorporating the client's logo and corporate colours, and discussing these with the client.
• Researching costs and working within a budget.
• Revising designs according to feedback from clients and other members of the design team.
• Overseeing the production of the chosen design, checking the quality and making sure the project is completed to schedule.

Producing a display usually involves working with printers, exhibition contractors, plastics manufacturers and metal fabricators. The job could also involve arranging for the display to be transported to and from exhibitions, installed, dismantled and stored when not in use. Designers may liaise with suppliers of lighting, furniture, flower arrangements and other accessories.

Visual merchandisers create imaginative, eye-catching displays of goods in retail stores. They aim to attract the attention of customers and encourage them to buy. Their tasks can include:

• Researching lifestyle and design trends and making sure designs will appeal to the target audience.
• Working with other members of the design, marketing and buying team to develop themes and colour schemes for displays - for example Christmas, St Valentine's Day, sales and special promotions.
• Sketching designs and developing floor plans, making the most of the space available.
• Taking direction from head office on corporate schemes.
• Sourcing materials, such as props and lighting.
• Installing and dismantling displays.
• Preparing visual merchandising packs, including plans and photographs, for other stores in the chain, to make sure all displays present a consistent image.
• Visiting branches to train and brief staff on arranging displays.

Display designers and visual merchandisers usually work between 35 and 40 hours a week. Additional hours may be required as deadlines approach. Part-time work may be available, and freelance work is common.

They could be based in design studios, at company head offices or design departments or in retail stores.

Designing and arranging displays can involve standing, lifting, carrying and using ladders.

Travel to other branches of the company, suppliers' premises, exhibition halls and conference centres may be necessary so a driving licence will be useful and, in some cases, essential.

Salaries may start at around £15,000 a year but with experience could rise to around £25,000.

Getting Started with this Career Choice

Employers include the design departments of large organisations, design consultancies, display companies, printers, exhibition contractors and retailers. Freelance work is common. There are jobs in large towns and cities throughout the UK.

Vacancies may be advertised in Jobcentre Plus offices, in specialist publications such as Design Week, The Designer, Drapers, The Grocer, local and national newspapers, on general retail job websites such as www.inretail.co.uk and on the websites of individual employers. The Design Council's website has links to organisations that may employ display designers and visual merchandisers.

Education and Training

There are no specific qualifications to begin this career, but most employers look for a qualification in a related subject and/or previous experience in design or retail. Useful qualifications include:

• British Display Society (BDS) General/Higher Certificate in display, both one year, full time.
• BDS Advanced Diploma in exhibition/retail display/point of sale design, all two years, full time.
• City & Guilds Level 2 Award in visual merchandising.
• ABC Level 3 Award/Certificate/Diploma in visual merchandising/display design.
• OCR Level 3 Certificate/Diploma in visual merchandising.
• Fashion Retail Academy Level 4 Diploma in visual merchandising.
• Foundation degree in visual merchandising.
• Degree in a related subject, such as exhibition/retail design or fashion marketing/promotion.

For a degree course, applicants usually need at least two A levels and five GCSE's (A*-C) or equivalent qualifications. For foundation degrees they need at least one A level and four GCSE's (A*-C) or equivalent qualifications. The requirements for other courses vary, and candidates are advised to contact course providers for full details.

Full or part-time Access courses may available for candidates who do not have the usual qualifications for entry on to degree courses.

The Diploma in creative and media may be relevant for this area of work.

Some people enter this career through an Apprenticeship in retail (visual merchandiser).

Apprenticeships and Advanced Apprenticeships provide structured training with an employer. As an apprentice you must be paid at least £95 per week; you may well be paid more. A recent survey found that the average wage for apprentices was £170 a week. Your pay will depend on the sector in which you work, your age, the area where you live and the stage at which you have arrived in the Apprenticeship.

Entry to Employment (e2e) can help to prepare those who are not yet ready for an Apprenticeship. In addition, Young Apprenticeships may be available for 14- to 16-year-olds. More information is available from a Connexions personal adviser or at www.apprenticeships.org.uk.

There are different arrangements for Apprenticeships in Scotland, Wales and Northern Ireland. For further information contact Careers Scotland www.careers-scotland.org.uk, Careers Wales www.careerswales.com or Careers Service Northern Ireland www.careersserviceni.com.