As a retailer, your display windows are literally your windows to the world. They are the face that you present to passersby, the first impression you make with customers, and the easiest way to draw attention away from your competitors.
Whether it's Valentine's Day, Father's Day, or back-to-school time, a good window display should include a theme. Moreover, you want to highlight your store's image. Are you trendy? Cutting edge? High end? Do you offer great bargains? While you can't judge a book by its cover, you can tell a lot about a store by its window displays. Many retailers overlook the potential of their display windows to grab the attention of potential customers. Think of them as three-dimensional billboards.
From a creative aspect, there is a lot that can be done to make your store windows dazzle. However, there are also practical concerns to address. Before you begin, first consider these ten tips:
1. Don't overdo it. Less can be more, or at least more easily discernable to the eye.
2. A cluttered window loses appeal and featured items can get lost. Make merchandise the focal point. Not unlike a television commercial in which everyone remembers the commercial but forgets the product, you do not want your window dressing to overshadow your products.
3. Accentuate products with good lighting. Whether the window is recessed or under a spotlight, the goal is to highlight the products within the overall display. If the window design simply features your brand/image, rather than specific products, then balance the lighting throughout.
4. Stack products or use a pyramid.
5. Place items in the window at varying heights and depths to catch shoppers' attention and make the overall display inviting to the eye. |
