Retail Store Window Display (Part 2) – 4 Steps to Create an Engaging Window Display

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 After reading our part 1 article on Retail Store Window Display – Top 4 Reasons to Have One, you’re probably wondering how exactly should you create a compelling window display? Here are 4 steps to help you create one.



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 Step 1: Craft out a story

Much like your store concept, your window display should also tell a story for your products. Take out a pen and paper (or whichever tool you prefer) and jot down keywords or mood that relates to your products, and form a story around it. For instance, if you are to feature your summer collection, you can form your story around ‘a day at the beach’, using summer hats to compliment the overall theme. It should convey a message to your customers about what your products are about or perhaps something that corresponds to the seasonal products you are featuring. Working your display around a story give you a much more solid concept as it provokes thinking and makes for a much more lasting impression.



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 Step 2: Be bold and a little crazy

Window displays are meant to draw attention, but that does not mean simple displays does not work, it just has to be eye catching. Do not be afraid to implement out of the box ideas. Based on your story, find elements that can help tell that story. Using the previous example, we are using summer hats to compliment the story, so find a way to make those hats stand out. Perhaps you would like to hang them all around to make them appear as if their floating, or your can even go crazier and crop them up to make a surreal display. The possibilities are endless and the only limit is your imagination.



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 Step 3: Set a focal point

However, despite all the craziness that goes on, ensure that your selling products are still made clear to your customers as the point of the window display is essentially to sell your merchandise. Having a proper focal point that draws customer’s attention towards it will ensure that customers notice your products. Determine your customer’s eye level and plan you display accordingly, organize your display design and merchandising well and strategically plan your product placement to ensure maximum exposure. Allow your products to stand out. Your display props are meant to compliment your products to help them shine and not overshadow it.



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Step 4: Adjust your lighting

Lighting is a great way to play your display up or down. It is able to create both subtle and dramatic effects by casting shadows or spot light on items. Use it to guide customers around your display story, highlight items that you want to draw attention to, particularly your merchandise. Avoid using general lighting as it will end up casting light all over and will lower the effectiveness of your window display. Choosing the right lighting can be quite a daunting task as there are many technical aspects to it such as intensity and temperatures. So if needed, consult your lighting supplier or designer on the best type of lighting to use.


After you have completed your design, take an overall assessment of the display and ask yourself these questions. Will you be attracted if you were to see this display elsewhere? Do you know what the store is selling? Do you know what to look at? If you answered yes to all those questions, then you have most likely gotten yourself a winning window display!