Window displays are a retailer’s most cost effective means ... · Window display Window displays...

Window display

Window displays are a retailer’s most cost effective means of advertising

EMW 2013

Principles of effective window displays

• Define your goal. • What is the hook? • Ensure the presentation idea reflects the

values of your business • Building the set • Lighting

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• your goal should be determined by the needs of your business.

• What are you promoting?

• Is the main aim to build the brand or is it product specific?

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• The hook is what creates the wow-factor, or the shock value

• The hook is what makes people stop in their tracks, or even just hesitate from their usual power-walk past the myriad store windows

• When this happens, you’ve captured someone who you otherwise wouldn’t, and you have taken your first step towards turning that person into a lifetime customer

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The biggest mistake of many retailers is a lack of understanding about the target consumer – both your current customers and those future consumers you would like to come through the door.

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Building the set

• When designing a window, think about it in terms of foreground, middle ground and background

• The foreground is the glass. Use it to talk to the customer, such as writing a message or offer on it. This takes no space at all and is a fantastic solution for retailers with limited space.

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• The middle ground is where you locate the products you are promoting.

• The background is what anchors the overall concept, and should give the eye a chance to focus on the foreground and middle ground.

• Most small retailers won’t have the resources to incorporate movement into the set, but if you can it is a fantastic way to catch the eye of people passing by.

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The essential element of lighting

• This may seem obvious, however the use of lighting can make or break a window display.

• Lighting creates mood • Directional lighting allows you to put the accent

where you need it, to draw the eye of the customer to where you want them to look

• The window display must always be brighter than the light outside the glass.

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Basic design principles will enhance your window displays (or other display)

• Keep it simple. Don't try to put in everything at once. • Keep it clean. • Change displays frequently to keep the look fresh. • Bright lighting is crucial, both during the day and at

night. • Use lights to highlight individual items or signs.

(Movable track lights work well.)

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• Use repetition of shapes and colours to attract attention

• Cluster items in groups of three or five. Odd numbers are most pleasing to the eye

• Vary height and depth of items to carry the eye throughout the display. A pyramid or triangle is a pleasing shape.

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• Use motion to catch the customer's eye

• Use light, bright colours

• Continue the theme of the window display with other displays inside the store

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