FYI
Are Your Window Displays Producing Peak Performance?
Lyn Falk
Do you have storefront windows? If so, are you getting the most out of this expensive real estate? And if so, when was the last time you really made a bold visual statement to promote your brand? Yes, I said, “brand,” not “jewelry line.” It’s often not about promoting a piece of jewelry but about getting consumers to know you exist!
Whether you have a small shadow box, a large picture window, or something in-between, if consumers can see it while driving, biking, or walking by, then you need to do something GREAT with this valuable space.
The key is to first grab attention from a distance, then quickly promote a message, and finally motivate passersby to enter your store.
How can you do this? By incorporating these five simple rules:
1) THEME
Create a theme – it could be all about love, or autumn, the color gold, or puppies. Sticking to a theme makes your life easier and is often less expensive to produce/install. Everything in the window should relate to the chosen theme, including backdrops, props, products, and signage. Make it a big deal and repeat it in all your windows.
2) COMPOSITION
All successful displays have good composition. And good composition means less complication. And a less complicated display is easier for the human brain to process, and often less expensive to make. (Win! Win!) What do we mean by good composition? Think about your basic elements and principles of design. For instance, creating a triangle shape helps the eye focus at the top, then wander through the body of the triangle. Using one large single prop such as a gigantic paper flower or super-sized snowflake, can be super effective and attention-getting. It becomes the one and only focal point. Display in odd numbers, i.e.: three, five, or seven, as the visual rhythm of odd numbered objects is more visually pleasing. “Layering” your window is also a great form of composition as it serves to attract attention from a distance via a bright backdrop, then entices someone to come closer and look at the props in front of the backdrop, and finally up to the window to look at jewelry pieces.
3) SIGNAGE
Sometimes a display needs a sign to help sell the idea, product, or event. Whether it’s placed in a nice frame and used inside the window or put in vinyl on the outside of the window, keep it simple! Use less than seven words (if possible), and one of your brand fonts. If you’re using vinyl on the glass, use white, cream, or bright colored vinyl as dark colors will not be noticeable. If you offer services some may not know about, place a few words along the bottom or top of the window glass to promote them, i.e.: goldsmith on premise, custom designs, special orders, repairs.
4) ILLUMINATE!
All focal point displays, especially window displays, should be illuminated 3x brighter than their surrounding ambient light to attract attention and provide the necessary visual pop. This is especially important if your windows are tinted. Most retailers I visit do NOT have enough light in their windows. It’s a simple fix and a critical one. If your store is on a street that has nightlife after you close, be sure to keep your lights on a timer so they can stay on until the street life quiets down. Quickly change out burned-out light bulbs as one out can really make a difference in the brightness of your display.
5) KEEP DISPLAYS FRESH
If you’re located on/in a busy street/mall, then change your window displays often to keep passersby interested and intrigued over time. Get them in the mode of wondering what you will do next. (Changing them often also keeps colors and fabrics from fading.) Once you get people hooked on your window displays, social media will surely be your friend, and the displays will pay for themselves over and over again.
Photo’s courtesy of Diedrich’s Jewelers Ripon WI
As you develop your window displays, keep in mind – themes that evoke a positive emotion, are often followed by a purchase. So don’t skip #1 above, and don’t underestimate the power of a well-designed and executed window display!
