Your window displays have a lot of influence on whether a potential shopper stops in your store to browse. Most passersby aren’t deliberately window shopping. Their eyes and thoughts may be somewhere else altogether. Your storefront windows must be so compelling, they not only catch the eye but demand a second look. Then, they have to inspire people to open the door and enter.
That’s a tough job! To help make it easier, here are some tips for creating storefront windows that sell your store’s brand, personality, and merchandise.
Tell a Story
Arrange products so they tell a story. That might be a tableau, or it could be a seasonal theme. Props can help show displayed products in real-life settings. They can convey your theme. And they can create a mood by appealing to multiple senses. They can even add a touch of humor.
Less is more. Tempting as it is to show off all your great stuff, you don’t want to detract from your focal point. Tease viewers so they feel irresistibly drawn inside to see the rest of the story. Besides, you have just 2.5 seconds to catch someone’s eye. Too much “clutter” gives the eye nowhere to land. Instead, make a clean, but bold, statement.
Keep Displays at Eye Level
Make sure your focal point is eye-level. That makes it easiest for passersby to notice the key element in your display. Go outside for a customer’s-eye-view. Then, mark that eye level spot on your window to give yourself a reference point when you’re setting up inside.
Balance is Key
Think balance, not symmetry. A display that’s too heavily weighted to one side looks uncomfortably unbalanced. But as you’re creating your design, remember that the human eye prefers a bit of asymmetry. Larger objects have more visual weight, but so do darker colors.
Go big. Larger than life, even. If you have really large windows, consider covering them with vinyl film that looks like a giant poster from the outside yet allows plenty of daylight into your store. This can be an eye-grabber, but vinyl film is expensive and it's recommended you change your visuals frequently.
Don’t skimp on the extras. Signage is a must — think of it as a call to action. And lighting is nothing short of critical. It should highlight your focal point, but lighting can also add drama.
Change Things Up
Refresh, refresh, refresh. The more often we see something, the faster we become blind to it. Make sure to change up displays within your store by using new items or placing them in a new location. It’s even more important to change your storefront windows often, so there’s always something new to intrigue potential shoppers. Some experts suggest a new display every two weeks.
You don’t have to be an artist or a creative genius to devise fabulous storefront windows. What you do need is a systematic approach to planning and execution. Document as you go, because great ideas are worth repeating. Next year, you’ll be able to duplicate your most marvelous displays with a little updating and a lot less work.