Large glass windows, typical of most storefronts,
offer excellent opportunities for attractive display of merchandise.
Quality window displays should be considered as essential to the overall
character of the façade as the paint scheme, awnings, details
and the other elements discussed above. The displays not only advertise
merchandise, they also serve as an invitation to the customer to enter
the store. However, empty, cluttered or badly designed displays often
detract from the character of the building and deter customers.
Guidelines:
- Know who the customers are: businesspeople?
homeowners? gardeners? The display should attract the buying audience
on the other side of the window.
- Consider the product. Is it colorful or bland?
Intricate or simple? Large or tiny? Does the product have "eye
appeal"? Look at the product in different ways and use imagination
to give it life.
- Think of the display window as a large picture
framed by the storefront. The building and window create a single unit
which should be complimented by the display, in color and proportion.
- Give thought to the effective way to communicate
the desired message. Decide what is most important and limit the display
to a main theme or idea. Do not confuse people with too much of a good
thing.
- Let the product speak for its own good qualities.
Displays using actual products provide immediate communication without
words. Colors, shape, size, material, texture, smell, taste, sound –these
are the subtle messages that make window displays effective.
- Use color to pull the disp1ay together. Coordinate
display colors with those of the building. Remember, though, that too
many colors can be confusing, and not enough make for a dull picture.
- Look at the window display as a composition
-as if it were a sculpture or an oil painting. Compliment or emphasize
the shape of the window by using vertical or horizontal elements. Think
in terms of a group -how do the products work together? Group simi1ar
objects for a message that is easy to "read".
- Avoid large signs in windows which cover the
displays. As a general rule, signs in windows should not occupy more
than 15% of the total glass area.
- Lighting is very important and provisions
for artificial illumination should be considered essential for most
window displays. An attractive display can entice evening window shoppers
to return during business hours. The display should be well lit to take
advantage of this round-the-clock advertising. The lighting should be
controllable in intensity and flexible in placement.
- Change displays often to keep the audience
interested. Displays should change with the season, as well as to reflect
holidays and special events throughout the year.
- Consider investing in a reusable display.
Properly stored and protected, a well-built display can be used over
a three to four year period. A memorable display for Easter, Christmas
or Halloween will be anticipated by shoppers each year.
- Avoid using window space to stock or store
extra merchandise.
- Avoid inappropriate signs which detract from
the products being displayed and the building itself.
- Rear displays should be simpler in style,
but maintain the same regard for quality.
|
