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5.5. Effective Shop Window Display: Attracting Customers to Your Store

Designing shop window displays is one of the priorities in the interior design of a store. Why? Because it’s proven that 80% of people who make a purchase enter a store on a whim, without the initial intention to buy anything.

Thus, the shop window is often considered the “face” of the store. Its appeal largely determines whether a potential customer will be interested in exploring what else the store has to offer. Therefore, a key task in creating a store design project is the original design of the shop window, which must be not only bright and beautiful but also memorable.

Shop windows can generally be categorized into:

 

  • Product Displays: showcasing a store’s range of products;
  • Thematic Displays: featuring various artistic decorations unrelated to the store’s products but united by a common theme;
  • Mixed Displays: where products are intermingled with decorative elements.

Product displays are typically used in food or household goods stores, where it’s better and clearer when the product is presented “face forward”. Sometimes, the desire to favorably showcase products leads to trays, windows, or shelves being placed right on the street near the entrance. This is an effective sales technique, where the designer should focus on the aesthetics of the trays and shelves, as well as the harmonious arrangement of products by color and shape.

Thematic windows are often created around holidays or promotions, allowing the designer to unleash their creativity. The main goal is to awaken the desire in customers to enter the store. This can also be achieved through bright lighting, original signage, or impressively decorated entrances.

 

Mixed displays are the most common type of window dressing for stores selling dishes, clothing, souvenirs, toys, etc. To create a truly original design here, it’s important to maintain:

 

  • Overall stylistic consistency between the window and the store’s design;
  • Skillful compositional and color solutions;
  • Good lighting and object placement, taking perspective rules into account;
  • Attractive finishing and decoration of the entire façade.

Some of these rules also apply to other types of windows. Designers also categorize shop windows by structure into open and closed types.

 

Open-type windows

 

allow the entire store’s interior to be seen from outside, while closed-type windows are partitioned off with panels, screens, or curtains. If you opt for an open-type window, remember that your entire store should be impeccably furnished, with absolute cleanliness and comfort.

Let’s also consider some factors that are indispensable in window design.

 

Window Width

 

An optimal width is considered to be between 8 to 10 meters, which allows for a wide viewing angle and ensures the window will be noticed.

If a wide window is not feasible, strive for a minimum width of 5 meters. Anything less than this is ineffective. In such cases, you’ll need to attract attention through additional means such as lighting, signs, or posters.

 

Lighting

 

Designers have considerable freedom in applying their knowledge here, but the main thing is that the light should be directed inward. There are two main types of window lighting:

  • Uniform lighting, where many lights are evenly distributed to create a bright stream of light;
  • Spotlighting, where one or several items in the window are intentionally lit.

 

The first type is common in electronics, sports goods, or discount stores, while the second is often used in fashion, footwear, or perfume stores.

Remember the rule: lighting one item usually involves using 3 to 7 lights of 70 to 150 watts each. You can choose lamps of different powers and models.

Halogen and metal-halide lamps, as well as LED lights with color-changing capabilities, are very popular.

 

Brightness

 

First, you need to intrigue the customer. So, feel free to use bright posters, price tags, and original or humorous signs in your window design – they will help create a unique style for your store.

This concludes my discussion on shop windows, but that doesn’t mean I have nothing more to say. So, if you have any questions or ideas about decorating your store, don’t hesitate to ask for advice from me, interior designer Olesya Blashchenko. I can assist not only with recommendations but also with designing a unique and spectacular window display for your store.

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