all the physical elements used to project an image to customers

display 

visual and artistic aspects of presenting a product to a target group

A general idea or thought about something

storefront 

a store's sign, logo, marquee, banners, awnings, windows, and the exterior design, ambiance and landscaping

marquee
architectural canopy that extends over a store's entrance

ways that store uses floor space to facilitate and promote sales and serve customers

fixtures

main installations in a store; permanent or movable store furnishings that hold and display merchandise

point-of-purchase displays

consumer sales promotion devices; manufactured units that hold, display, or dispense products

interactive point-of-purchase displays

color wheel
a chart in which complementary colors (or their names) are arranged on opposite sides of a circle

found opposite each other on color wheel; used to create high contrast

located next to each other on color wheel and share same undertones; analogous colors

three colors equally spaced on the color wheel

an area in the display that attracts attention first, above all else

proportion

relationship between and among objects in a display

large items with large items; small with small; large on one side, large on the other

several small items with one large one

 direction

moving a viewer's attention from one part of the display to another

smooth or rough; the look of the surfaces on display

animation; use to accentuate, not overpower the merchandise