Creating Killer Window Displays

Learn one form of advertising that translates directly into sales

By Jennifer Baljko, Freelance Writer and Editor

It may be wishful thinking to believe that your storefront will generate the kind of status and traffic seen on New York's Fifth Avenue during the holidays, but don't underestimate how important having a killer storefront is to your business. Ideally, window displays should:

Help you develop your identity.
Make you stand out among competitors.
Give people a reason to come into your shop.
Advertise products.

Keep it simple.

Don't clutter the storefront with several different themes or items that have conflicting messages. Follow basic rules of design, keep lines clean and use images that make people want what you're showing them.
Try: The Michigan Retailers Association has a good list of high-level tips to follow, as does The Specialty Retail Expert.

Develop a visually appealing experience

Think about how you can use color and lighting to create the effect you want. Evaluate the shapes and texture of the items being displayed, and go for a balanced look.
Try: The University of Missouri has a comprehensive checklist to follow.

Keep your display fresh

A stale, dated storefront display is not likely to make passers-by give a sideway glance, especially if they go by your shop frequently.
Try: Get new ideas from magazines like Display and Design Ideas and VMSD. Join a professional association for window designers, such as the Association for Retail Environments or the Retail Design Institute. Attend the annual NADI Show where store designers and "visual merchandisers" gather.

Hire a professional

You can always outsource if you lack the creative touch.
Try: Trio Display in San Diego can design your windows at your store or consult long-distance through photos. Or find a window-display professional through the ARE.

Display windows should be at least 24" deep by 6' wide and they should start at sill height.
Wondering how much to invest in window dressing? Consider this thought from Trio Display: If your windows pull in 10 extra customers a day who spend $50 each, the annual increase in sales will exceed $182,000.