How to create effective store window displays - Michigan Retailers Association

Creative window displays are an ideal way to set your business apart from the competition. Windows are the billboard of your store, according to Tony Camilletti, of store-design firm JGA Inc. in Southfield. They’re a place to emphasize your unique identity, advertise merchandise and catch the attention of shoppers.

So how do you make a traffic-stopping display? The possible subjects are endless, but the key is to focus on a product or theme, not simply exhibit a collection of items.

Following basic design principles will enhance your displays. Here’s some advice from professionals like Camilletti, Denise Schroeder of Image Accomplice in Harrison Township, and freelance window dresser Kim Slocum from Pinckney:

• Keep it simple. Don’t try to put in everything at once.
• Keep it clean.
• Change displays frequently to keep the look fresh.
• Bright lighting is crucial, both during the day and at night. Use lights to highlight individual items or signs. (Movable track lights work well.)
• Use repetition of shapes and colors to attract attention.
• Cluster items in groups of three or five. Odd numbers are most pleasing to the eye.
• Vary height and depth of items to carry the eye throughout the display. A pyramid or triangle is a pleasing shape.
• Use motion to catch the customer’s eye.
• Use light, bright colors.
• Continue the theme of the window display with other displays inside the store.

You may want to consider hiring a professional freelance window designer, consulting with a store design firm or getting advice from visual merchandising personnel at local department stores. Other resources include magazines such as Display and Design Ideas (www.ddimagazine.com), Views & Reviews (www.retailreporting.com) and Visual Merchandising & Store Design (www.stpubs.com), as well as books like Martin Pegler’s Store Windows No. 11 and Mary Portas’ Windows: The Art of Retail Display.

You’ll find that the time and money you put into having the best windows on the block are well worth the investment.