The beginning of spring in retail signals the start of all things new. One of the best ways to announce this to potential customers is to entice them into your selling space with a spring-themed window.
Many display stories come to mind with the season. A seaside retailer’s narrative can run the gamut from the traditional spring break party window to visions of bike riding and other water sports. From florals to wildlife, your display window can be as fun as you choose.
While many have creative window display ideas, it is important not to forget the very purpose of doing such installations. The objective of a window is to sell. Ensure that the star of the show is your product and not any prop you choose to utilize, unless it’s for sale.
While many have creative window display ideas, it is important not to forget the very purpose of doing such installations. The objective of a window is to sell.
Here are four tips to creating a window display that effectively sells your merchandise while at the same time conveys a story.
- Know where people look. If you divide your square or rectangle window into nine cubes, the strongest pull happens right in the middle of the tic-tac-toe. Placing your main product in this spot ensures that it receives the most views. The second most important cube is the bottom center cube. This is a great place to display the peripheral items that support your main product. The two horizontal middle cubes located on the left and right vertical that flank the center rank third in receiving the most views. This is a great location for peripherals as well. The topmost center vertical comes fourth and all the corner cubes receive little or no views. I reserve the topmost center for branding while the four corners I leave blank.
- Utilize fixtures that allow for graduating heights. This invites the eye to move either upwards or inwards. This also creates a sense of movement in an otherwise static set up.
- Create a sense of movement. Creating a sense of movement with your displays can be as simple as following a triangular shape. Place the tallest item in the middle, then flank this with the second tallest items, and then the smaller pieces below in front of the tallest item.
- Use props. The use of props is key to creating an impactful narrative. While the products are center, props can be placed on both sides of the tables. If your window has an open back, you may also want to hang fabric or posters. I often use wood dowels to hang 4-feet wide by 8-feet high fabric in vibrant colors.