Whether or not Mother Nature agrees it’s time to turn our thoughts toward spring and warm weather. If you’re in retail – this means a new look in your storefront. Are you preparing your window displays to attract attention?
With social media and other forms of white noise, our attention spans are shorter these days. We’ve got a lot more distractions. So, a standout window display can make the difference between people rushing past your store or coming in to shop. Follow these tips to help drive traffic to the store.
Plan Your Purpose
As you think about the spring months ahead, sales and upcoming holidays, what message you want your window display to convey? Just like any type of advertising, it needs a unified message with visible signage. Use contrasting colors for better readability and type sizes that can be easily seen.
Decide Whether You Want a Background
Visibility or background behind the display? Each approach has its pros and cons. You need to determine if you want passersby to see into your store or if the window display is the most important element to entice buyers. Putting a background behind the display makes it stand out better. A display with no background lets passersby see into your store and get a view of other items for sale.
If you want a middle ground, consider a background that doesn’t block the whole window but lets the store be visible around the edges. For example, you could hang giant framed posters behind each mannequin, leaving space between them.
Avoid the Clutter – Find the Focal Point
Create a focal point within the window. Where do you want the viewer’s eye to go first? What do you want them to see next? Group items together in a way that leads the eye throughout the display. For example, instead of lots of small items of similar sizes, group one large item with smaller but varied items. Display products in the window prominently near the entrance of the store so they can be seen from the door.
Build on Your Brand
Your plan for your window design should enhance your business brand. Bold colors and in-your-face window displays could work great for a skateboard store, while pastel shades and a soothing, cozy look would be better for a baby furnishings shop. Incorporate the fonts and colors of your brand into any signage. Think about your advertising and how it all meshes together.
Don’t be Afraid to Try New Things
What’s the worst that can happen? No window display lasts forever (in fact, you should change them out frequently), so if one idea doesn’t work, swap it out for another.
About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business growth.