Do you have a brick and mortar business and are looking for ways to maximise your store window’s effectiveness?
Having a brick and mortar business on the street doesn’t mean you’re automatically going to get more sales than if you just had an online store.
People walking past your store are busy enough and are being bombarded with advertisements and other store window displays wherever they go. What is it about your window display that will get them to stop what they’re doing and go into your shop?
Your store window needs to be original, eye-catching and interesting to draw people into your store.
If you are wondering how to create an effective window display for your shop, this post will help. In this post, we will give you some simple tips on how to create an effective window display for your shop to drive passing foot traffic into your store and turn them potential customers into paying customers.
Understand who you’re targeting
While anyone and everyone will be walking past as foot traffic, that doesn’t mean your display needs to attract all of them. In reality, your products will only appeal to a minority – a target market. It’s important to understand them, what will catch their eye and what they’re looking for.
Only by understanding them will you create a display that really catches their attention in their already busy lives. Make sure you do your market research well and apply that to all branding to create an effective window display.
Research potential foot traffic in your area
It’s important to get a solid understanding of what the typical foot traffic is like in the area. For example, if your store is in a business district, you could have very different foot traffic than that outside a university campus.
This could have a huge effect on what makes an effective window display. It could also provide insight into your target market and how to stand out in an area like the one your store is in.
Ensure the window display’s focal point is at eye level
The focal point refers to the place where most of your attention is directed, for example, in the middle of a display. This should have something particularly important or eye-catching to draw attention – but in order to do that, it should be at eye level.
There’s no use having your primary focus above the heads of those walking by. They won’t notice your hard work, or at least it won’t create the same effect that you intended. Make sure whatever you want to highlight is directly in the line of sight.
Avoid clutter – keep your store window display simple
With a window display, you’ve got to be smart about how you use the space. It’s tempting to try and pack everything into one space, but this can lead to a look that’s cluttered and unorganised. This won’t leave a very good first impression on those passing by your shop.
Instead, opt for something simple and this will allow you to create a clear focal point to draw the eye.
Think carefully about balance and symmetry
When creating a display with a combination of small and large objects or light and dark colours, balance is key. The general rule of thumb is to place large and dark items at the bottom and lighter and more colourful items at the top. This stops your displays from looking top-heavy and creates a natural balance that’s pleasing to look at.
Don’t neglect the lighting
In this case, lighting isn’t just a practical thing to help people see. Lighting can create a mood in such a crucial way. It can help highlight what you want, for example, the focal point of your display and create a more dramatic setting for your products.
In most cases, it’s best to avoid lighting your displays from the top as this can create harsh shadows. You want your products to look good and they won’t directly be sitting underneath a spotlight. Good lighting needs subtlety.
Instead, try lighting your display from the sides and the front. This will highlight the textures and 3D quality of your display.
If you are familiar with photography, you will know that the right or wrong lighting can make such a dramatic difference in the quality of a photo.
Make sure your branding is clear and recognisable
This could be a whole article in itself, but branding is incredibly important when you want to grow your business.
Branding will keep your business memorable and recognisable to potential customers which means it needs to feature in your window display. That means using logos, colour schemes, font and copy that fits your brand’s tone and overall persona.
All of these little elements will show your potential customers what your brand is all about. Is your business fun and quirky? Is it professional, stylish or exciting? Make sure those who walk past your store window get a feel for your brand as soon as they see it.
If you need help with this, it might be worth enlisting the help of a branding expert or visual merchandiser.
Final thoughts on how to create an effective window display for your shop
To create an effective window display for your shop takes a bit of experimentation to find out what works.
Most retail stores will also change their window display regularly in order to stay relevant, fresh and eye-catching to the same foot traffic you usually get out on the street. For example, it might be a good idea to have seasonal displays that are summer or Christmas-themed to appeal to potential customers passing your store window.
What works for one store might not work for another, but it’s a good idea to scope out the competition in your local area and in your industry in general. This will give you an idea of what potential customers expect when they see retail stores such as yours and then you can work from there to deliver what will work for that target market – or do something a bit different.
Posted on Friday, December 6th, 2019 at 4:09 pm in Latest News.