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Window Display Design – 5 Eye-catching Ideas

Window display design

“Window Display Design – 5 Eye-catching Ideas first featured in the Modern Retail Guide to Shopfitting September 2020. To read the full ebook click here, or scroll to the end of the page to view on page-turning software.

Every brick-and-mortar retailer aims to tempt shoppers instore using their visual merchandising. Having a physical store creates the opportunity to capitalise on window display; something that the world of ecommerce cannot offer.

However, unless retailers make the most of their window displays, they are throwing away an opportunity to increase footfall and create excitement around their products.

Here’s how you can make the most of your shop windows:

Focus on 3 elements of window display design

The first thing to do when creating a window display is to answer the following three questions:

  • Where do you want the shopper to look first?
  • What is the focus of your display?
  • How can you engage the shopper?

Once you have decided your answers to the above three questions, you are able to start designing your dream window display.

5 steps to design captivating window displays

These five steps will help you to stop passers-by in their tracks, capturing their attention and drawing them instore:

  1. Choose one item to focus attention on

Your window display should be centred around one main product. This must be a visually appealing item, chosen because it will captivate shoppers’ imaginations and make them want to see more. Whichever product you choose should be attractive and of a reasonable size, instead of only being chosen as it is the most expensive item instore, or one that is on sale.

  1. Choose two more items for the display

Choose two more products that will compliment your primary product. It’s important to choose items that won’t completely detract attention from your main product, but will look appealing beside it.

  1. Place your focus product at eye level

People shop at eye level, so this is exactly where you should place your best product. Take note of the height of most people and centre your display around this point. If you’re not sure what height this should be, stand outside and place tape on the window at your own eye level, using this as a guide while creating your display.

  1. Add additional props

Other props should then be added to capture shoppers’ attention. These don’t necessarily have to be linked to the products on display, with floral displays, vehicles and many other themes often being seen in window displays. These typically add colour, engage passers-by and compliment your visual merchandising.

  1. Consider backdrops

Backdrops can make or break a display. Take time to consider whether you are happy to block out shoppers’ view into the store, whether you would prefer to use smaller backdrops behind individual products, or would rather not use one at all. Backdrops can work to promote messaging or specific themes, however when used unnecessarily, they can deter shoppers as they cannot see instore.

Level up your window display design

  1. Know your target audience

Take time to research your customers, their preferences and the products that sell best. This data should form the foundation of any display design, as it will help you to come up with window display ideas that are effective.

  1. Display key products at eye level

Eye level is the best height to display key products. Click here to read our article on the benefits of displaying retail products at the right height.

  1. Consider your footfall

Think about the types of customers that are most likely to view your window display ideas and adapt them accordingly. Consider whether people rush by on the way to a bus stop, or leisurely browse with their families. Every window display design should be created with your audience in mind.

4. Tell a story

A window display design doesn’t always have to feature only products. Sometimes, telling a story can be far more effective and allow you to show customers the ways that products can be useful. For example, a clothes shop’s display design could include a beach setting, with a mannequin on a sun lounger showcasing the latest summer trends. Getting creative works fantastically to stand out from other shops and engage passers-by.

5. Keep it simplistic

A cluttered shop window will quickly deter customers, failing to capture their attention. Instead of trying to showcase all of your best products, use your shop windows to engage consumers and tempt them instore to view more.

6. Think about lighting

Lighting is a great way to draw people’s attention to your retail displays. Poor lighting can undo all the hard work and time invested into a great window display. Particularly in bad weather, or at night, lighting for window displays is essential to present items, quite literally, in the best light possible.

Window display ideas

If you’re looking for window display ideas that you can introduce into your own shop, click here to view our 8 best window display ideas for Valentine’s Day.

Common shop window mistakes

Here are some of the most common window display design mistakes to avoid:

  • No clear focus point
  • Overcrowded displays
  • Small products
  • Focusing on products instead of shoppers’ experiences
  • Lack of contrasting colours
  • Little differentiation between products
  • Overcomplicated colour schemes
  • Obscuring shoppers’ view into the store

Read more

Read the full Modern Retail Guide to Shopfitting September 2020 below.

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