Window displays are still a powerful selling tool and can attract customers into stores. Many of the big luxury department stores have designated teams to develop, build and style their windows but you don’t need a huge budget or teams of people to create a great visual. We have outlined some tips to keep in mind when designing your own window displays.
Tell a story
It is important to develop a story rather than a theme as often a theme can be too broad and simplistic. Developing a story based on a theme allows you to concentrate on key components and implement a visual that is unique and considered.
Have a focal point
Create focal points at eye level and view from outside to see where your eye as an onlooker goes first. Marking eye level with tape can often help to arrange your display. Although what is at eye level is important, not everything should be at one level, Remember ‘height sells’ so don’t be afraid to position products at varying heights.
Change often
Aim for a minimum of six stories a year, viewers quickly become bored especially in high footfall areas and the more often the window display is changed the more people will look.
Lights, lights, lights
Lights can completely change your visual display. Well placed lighting can make it impossible to pass by your window and can also help create key focal points within your display. Lighting can completely change your visual especially during the winter months when it gets darker earlier.
Keep it is simple
Don’t over design! Keep your display clean, this does not mean minimalist just considered. Clusters of products can create focal points but clutter will just look like clutter. If you try to do too much you will risk overwhelming potential customers and end up with a busy, unfocused display. A good rule of thumb is ‘not too much excess and not too watered down.
It is all about the layers
Layer up: Building different layers can create interest and depth to your window display. It will bring out a 3D quality to the display and create different views from different angles.
Improvise with technology
Interactivity is becoming more important. Technology has developed to include cameras that react to people passing by and interactive glass that turns the entire window into an ipad. You dont have to be technology savvy or have a huge budget to interact with onlookers. Selfridges held a ‘guess the song’ competition and used their window displays as the clues. They got the artists themselves to create the display and directed people to enter on their website for a chance to win a £500 voucher. Hashtags and QR codes can also help interact with onlookers.
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