How to Design a Window Display
An effective window display is the first chance to spread your message, sell your product or catch the attention of passing pedestrians. As you design a window display, keep your viewer in mind. Stop often to consider each display element from a pedestrian’s viewpoint. According to designers with the Michigan Retailers Association, the keys to attracting people to your shop are a consistent theme, pleasing colors, well-lit items, information in readable font sizes, cleanliness and good taste.
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Things You'll Need
- Themed decorating materials
- Window backdrop
- Shelves
- Tables
- Clear fishing line
- Eye screws
- Twinkle or track lights
- Window cleaner
- Dust mop and rags
- Broom or vacuum cleaner
Instructions
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Choose a theme. This is the unifying message you will communicate to viewers. Speak to the theme in product placement, color, decor and sales materials. Themes might include seasons or holidays, new products, gift-giving, current events, historical events or other specific messages.
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Design with simplicity in mind. Avoid an impulse to pile all theme-related products into a single window display. Choose unique or unusual products, offers or pricing strategies to entice the viewer to take the next step and enter the shop.
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Drape or install a backdrop where the shop end of the window-display area meets the business end. This provides a frame for your display and prevents viewers from being distracted by business activity behind the display.
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Take full advantage of all space inside the display area. Instead of placing one product in a space, stack multiple products to exploit air space.
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Plan a design that enables you to suspend items from the ceiling with clear fishing line or mount them on walls with eye screws. Use animation or activity to draw and keep a pedestrian’s attention. Consider electronic or robotic toys, perpetual-motion devices, small-scale trains or light boxes.
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Balance your window display. Place tall items in the rear, smaller items in front or on shelves or tables. Vary the height of objects placed between the front and rear.
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Group similar colors, or strike a contrast between light and dark. Bright and light colors are most effective.
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Light your window display. Design a display that accommodates a border of twinkle lights or incorporates lighting as part of the display. Track lights on the ceiling are effective because they can be moved to focus lighting on whichever display element you desire. According to professional designers at Gaebler Entrepreneur Resources, daytime lighting helps avoid shadows that can limit your display's effectiveness.
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Design a window display that’s easily cleaned, and keep every display element dust-free and clean. A crowded or fragile display can prevent movement in the window. Leave enough space between display elements to allow you to move around and dust, polish, sweep and vacuum.
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Maintain a connection between the product in a window display and the product a viewer will encounter when entering the store. For example, don’t promote antiques in a store that specializes in post-modern furnishings.
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Tips & Warnings
If unsure whether your window-display design is effective, consider consulting a local professional window dresser. Advice is also available through most state retailing associations and chambers of commerce.
Plan ahead for future window displays so you'll have what you need on hand when you want it. Work up a rough annual calendar and note when you want to transform your window display for upcoming holidays and seasonal events.
