Abstract: A merchandising terminal is provided for recommending a product, such as a lipstick of appropriate color, which matches the needs of a particular customer who is unskilled in the selection of the product. The terminal includes a projector that displays a succession of images on a console screen, such as groups of questions related to the facial and body characteristics of the customer. A switch apparatus is operable by a person viewing the screen, to select which of several conditions most closely corresponds to that person, such as which of several skin colors most closely matches that of the viewer and which of several other conditions such as hair color most closely corresponds to that of the viewer. A logic circuit receives signals representing the various individual characteristics specified by a person, and generates an output indicating the particular products, such as a particular lipstick, facial cream, etc., which are most appropriate to the characteristics of that person.