If you have storefront windows that are visible to pedestrian or auto traffic,you need to use this real estate to make a good first impression, promote yourbrand and sell your products! Do not take this space for granted. Here areseven ways to get your windows talking and selling:
Come up with a theme, it could be all about cats, or turtles, or canaries. Ormaybe it’s everything colored green. Perhaps it’s an upcoming event orholiday. Whatever you decide, make it a big deal and repeat it in more thanone window to really get the point across.
LESS IS MORE
The human brain does not want to process a lot of information if it doesn’thave to. It’s basically lazy. Generally, the more complicated the display, theless someone will engage with it. So, keep it simple. This concept also helpskeep labor and cost in check.
All successful displays have good composition meaning they utilize theelements and principles of design in a thoughtful way. The most effectiveprinciples of design are: contrast, repetition and movement. Any timesomething contrasts from its surroundings, it stands out and attractsattention – it becomes a focal point. Any time you repeat an object/shape, itleaves an impression on the viewer’s mind and any time you have movement inwindow, it will always attract the eye.
A common and effective practice is to group items in odd numbers, i.e.: three,five or seven. The visual rhythm of odd numbered objects is more visuallypleasing.
Keep props simple and/or supportive. They can either be the star of the show,or supportive of the products you are featuring. Either way, make sure theyare effectively used. It’s helpful to have a stock of basics in storage youcan easily pull from and retrofit as needed, i.e.: wooden crates, painted woodrisers, buckets, umbrellas, backdrops.
Sometimes a display needs a sign to help sell the idea, product or event. Thesign could sit on an easel in the window or be applied to the glass with vinyldecals. Keep in mind who will be reading the sign. For example, if it’s peoplein automobiles driving 30 mph or faster, then your signage needs to be big andbold and higher on/in the window. For pedestrian traffic, keep the signage ateye level or below. If your windows are tinted, be sure to put the vinyl onthe outside of the glass and always use white, cream or bright colored vinylas dark colors will not be noticeable. Since interior lighting is not alwaysvisible from the street, a neon open sign may be necessary to let people knowyou are open.
Other signs to think about are words that describe your products and services.I have found that many retailers offer a lot of services that customers don’tknow about. Placing simple words along the bottom of the window will advertisethese services, i.e.: custom food blends, special orders, doghouseinstallations. Keep signs to seven words or less if possible.
Finally, always make sure your store’s name is at eye level on the front door,along with your store hours, website address and social media icons.
Displays should be illuminated 3x brighter than their surrounding ambientlight to attract attention and provide visual pop. The eye is always attractedto the brightest spot. This is especially important if the windows are tinted.It’s also fun to incorporate decorative floor lamps, or string Edison bulbs(think patio lights) across the window or attach twinkling lights around theperimeter. If your store is on a street that has nightlife after you close, besure to keep your lights on a timer so they can stay on until street lifequiets down. Be sure to quickly change a burnt light bulb as one out canreally make a difference in the brightness of your display. If you don’t haveceiling lights, then bring in a few spotlights that can be placed on the floorand aimed upward. If you don’t illuminate your displays well, you’re losingout on the effectiveness of your display. Lighting makes a difference!
If you have a lot of repeat customers or are located on a busy street or in abusy mall, change your window displays often to keep passersby interested andintrigued. Get them in the mode of wondering what you will do next. Once youget people hooked on your window displays, the displays will start sellingthemselves and social media will surely be your friend! Remember, displaysthat are well designed and evoke a positive emotion are often followed by apurchase. So, get your windows barking and selling!
Source: Lyn Falk USA Pet Age
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