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The Art of Retail Window Displays

Posted On - 01/05/2013 14:55:42

Deciding on what goes in your window display, how it's presented and then actually making your visual merchandising is no small taskDeciding on what goes in your window display, how it's presented and then actually making your visual merchandising is no small task. It's strategic, commercial and practical – all at the same time.

Previous blogs in this series have covered what you need to know and do to plan and fashion a window display that'll be a credit to you and draw customers in. But in this blog, I go even further. I look at how to take a great display and make it stunning.

This is the third blog in a series of three providing a short ‘course' on window displays and visual merchandising. Spanning a total of 21 key visual merchandising and window display tips the series comprises:

  1. How to Design a Window Display. The first seven strategic tips – the stuff you need to sort before raising a finger. The key decisions that'll put you on the right track to a winning window display
  2. How to Create and Make Window Display. A further seven tips, focussing on actually constructing, building and crafting a retail window display
  3. The Art of Retail Window Displays (this blog). The final seven master tips, to take your window displays from great to stunning.


‘The Art of Retail Window Displays' is for those who want more. Whether it's because you have the aptitude or interest for creating something greater, if you've bigger ambitions for how hard you want your windows to work for you, or even if you just want an insight into what makes for genuinely remarkable window displays, this is the blog for you.

15. Exploit size, colour and movement

Window displays exist to attract attention. They get passers by to take notice and be curious. That points to three things: size, colour and motion. This doesn't mean that's all there is in your windows, it's about how the windows are ‘led'. Can you super-size your focal points? Make your windows ‘eye-poppingly' vibrant? Can you catch eyes with moving displays or screens?

Motion is tremendously important: did you know moving displays can increase sales up to 300%? So use things like animated figures, a laptop on a turntable, moving signs, flashing/ moving/ lights that change colour, computer displays…

There's no reason for you to have a shop window – or interior – full of blank screens. Create a short PowerPoint promotional presentation and put it on loop. I've seen businesses with a Twitter feed of local news and travel information on a large screen in their window. And love it or loathe it the Windows 8 start screen has animated tiles – so use it.

16. Create drama with light and shadow

In ‘How to Create and make a Window Display' I spoke about lighting as part of preparing your window. Spot lighting is important. Did you know there's research that shows the right lighting can more than double sales? What's spot lit is immediately the centre of attention. Place a clean refurb on a spot-lit pedestal and it's clear what you're promoting and want to sell.

Given colour accounts for 60% of merchandising's initial impression, bright spot-lit windows will help because they draw out the colours in your display. Even if you've just used black, grey and white it'll make the display look more vibrant, alive and loved.

But if you can, if you've got the space and lighting facilities, create some drama by having light and ‘dark' areas your windows. It'll draw even more attention. Lastly, consider leaving your lighting on ‘overnight.' This doesn't have to be literally all night but extended beyond working hours to capture those out late and up early.

Posted On: Oct 1st, '14

Katherine

Thanks for these three articles John, They were very helpful, as I have just rented my first shop space in Krakow, Poland, geting ready to furnish it and planning my first window display. It's not a computer shop, but a shoe boutique with a twist - apart from buying shoes, our customers will be able to design their own pair or two. The problem I have is that my window is only about 90cm wide, around 180 high and I will probably be able to carve out of my tiny interior about 40cm for the depth. Still, your tips were really handy, especially those about the lighting, movement and focus point. Thanks again. Katherine
  
Posted On: Oct 3rd, '14

JohnC

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Katherine posted...Thanks for these three articles John, They were very helpful, as I have just rented my first shop space in Krakow, Poland, geting ready to furnish it and planning my first window display. It's not a computer shop, but a shoe boutique with a twist - apart from buying shoes, our customers will be able to design their own pair or two. The problem I have is that my window is only about 90cm wide, around 180 high and I will probably be able to carve out of my tiny interior about 40cm for the depth. Still, your tips were really handy, especially those about the lighting, movement and focus point. Thanks again. Katherine
Hi Katherine, thanks for the comments. You're right - while the blog is for computer shops the points made can apply to any retail window. Please let us know if there's any other help you could do with - we've many blogs on helping small retailers 'sell' themselves better and would be happy to steer you in the right direction.
  
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Also in this series
  1. The Art of Retail Window Displays
  2. How to Create and Make a Window Display
  3. How to Design a Window Display
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