Become an AllBusiness Expert! Apply
window display

When you own a retail store, your display windows are the first chance you have to make an impression on your customers. They can draw shoppers in — or drive them away.

While you can’t judge a book by its cover, you can tell a lot about a store by its window displays. Think of them as three-dimensional billboards that highlight your store’s image, whether that’s trendy, upscale, fun, or sophisticated. Keeping that in mind, here are our 10 favorite tips for designing window displays that work.

  • Don’t overdo it. Less is more when it comes to display windows. A cluttered window is less appealing to the eye, and featured items can get lost.
  • Make merchandise the focal point. You know those television commercials where everyone remembers the commercial but forgets the product? Don’t make the same mistake with your display windows.
  • Accentuate products with good lighting. The goal is to highlight the products within the overall display. If a particular window simply features your brand or image rather than specific products, then balance the lighting throughout.
  • Stack products or use a pyramid. Place items in the window at varying heights and depths to catch shoppers’ attention and make the overall display inviting to the eye.
  • Have fun with mannequins. If you are using mannequins, create interesting poses, and make sure that each one is well lit and easily visible to customers.
  • Be creative. Let your imagination run free and draw customers into your store with innovative, attractive, and compelling displays.
  • Remember your theme. Keep your window theme in mind, whether it’s Halloween, Christmas, or back-to-school season, and decorate according to that theme.
  • Draw in drivers. If your potential customers drive rather than walk, make your display larger and use more color to draw the attention of passing motorists.
  • Use backdrops. Backdrops are useful tools for creating dramatic displays and separating the window from the store.
  • Stock up on featured products. Don’t draw customers in to buy merchandise that you don’t have enough of.

Once you start working on the actual displays, go outside often to get an idea of how the display looks from the outside. Does it grab your attention? Is your theme clear? Keep tinkering until you have the look you want, and remember to change your window displays often to keep them fresh. The time you invest in creating the best possible store-window displays will quickly pay off in terms of increased customer traffic — and increased sales.

About AllBusiness

AllBusiness.com is one of the largest online resource for small businesses, providing essential tools and resources to start, grow, and manage your business. AllBusiness.com brings you real-world expertise and practical advice from some of the best minds in small business.