How to Create Window Displays that Increase Sales? Ultimate Guide for Retailers

The most important and, at the same time, easiest tool for attracting customers and increasing sales is the storefront, the face of your shop. At this point, the buyer first interacts with your brand and the things you offer.

(You can read the article on Medium.com)

By investing effort, time, and ideas into your storefront design, you will literally increase sales by hand. Studies have shown that an attractive storefront can boost foot traffic by 42% and potentially improve sales by 30% or more. This is a compelling argument for any retailer to understand that mastering the art of store window display design is a must-have hard skill.

As design and branding agency director, I’m happy to share workable techniques and ideas for creating eye-catching window displays. Let’s look at the key elements that make an effective storefront. These universal tips will help you create window displays that will turn passersby into repeat customers.

Key elements of storefront design

The main challenge in creating a standout and attractive storefront is to select and place the right elements together and separately convey the message you want to send to your customers.

Focal points

This central element of any showcase catches the viewers’ attention immediately. The focal point can be a product, a graphic element, or an attractive decoration. It should be visible and highlighted using visual techniques — colour, size, or texture. A strong focal point draws attention and directs the viewer’s eye through the rest of the display to correctly perceive the entire showcase.

Layering and depth

Layering involves placing elements at different distances from the viewer to create a three-dimensional effect. This can be achieved by using podiums, stands, items of varying heights and experimenting with the background.

One of the primary goals of the designer is to create a multidimensional composition that captures the sliding vision of the passerby. A complex and interesting showcase makes you want to stay longer, consciously or not, which means this goal is achieved.

Lighting

Affects visibility, creates a mood, and highlights focal points — it’s all about lighting. It is vital to combine several types of lighting for different purposes. For example, spotlights can brighten up key products, while soft yellowish lighting provides a warm atmosphere.

An underrated but very interesting technique is colour lighting. It can also set the mood, bringing out a festive atmosphere for holiday displays or a calm and sophisticated feel for luxury goods. The right lighting also ensures that the showcase is visible at different times of the day, especially in the evening when artificial lighting is necessary.

Design principles for compelling displays

A beautiful and inviting shop window follows universal principles and rules of design. Still, some specifics should be considered in advance.

Colour

It is one of the most influential design tools, evoking emotion and catching attention. Understanding colour theory helps you choose the right palette, highlighting the brand’s personality and values.

For example, warm reds, oranges, and yellows create a slight excitement and are perfect for advertising displays. Cool colours like blue and green bring a calming and trusting atmosphere appropriate for complex or technology products. The consistency of the colour palette and the designer’s ability to work with contrast make the display window harmonious and cohesive.

Balance and harmony

Our brain is wired to seek harmony and balance: we naturally prefer coherent and organised spaces. In the context of a shop window, this balance can be achieved through symmetry or asymmetry. Symmetry creates a sense of formality and order, while asymmetry adds a touch of dynamism and creativity, capturing the viewer’s attention.

Harmony implies that all storefront elements should work aesthetically and thematically. It includes not only the merchandise itself but also the props, decorations and lighting.

Lines of sight and vantage points

Designing a shop window should be done with the viewer’s location in mind. Eye lines, the imaginary directions that guide the viewer’s eyes over the display window, play a crucial role in this process. They can be directed by mannequins, props, and signage, guiding the viewer’s eyes and keeping them engaged. The most important and attractive details of the exhibit should be at eye level, further enhancing the viewer’s experience.

Viewpoints are the optimal positions from which to view the display. It is also important to consider how the display will look from different angles, distances, and at different times of day.

About storytelling in creating showcases

Storytelling is a powerful tool in retail design that we use to engage the target audience and communicate a brand’s personality and values. By incorporating storytelling into visual elements, retailers can evoke emotions, spark curiosity, and entice shoppers to step inside and make a purchase. This unique approach helps create a memorable shopping experience beyond mere product display.

To ensure your story resonates with consumers, it’s important to consider the following factors:

• Know your audience: their interests, lifestyle, and preferences, and translate them through the shop window.
• Keep it simple: a clear theme conveyed by visual elements is more effective than a complex and symbolic one.
• Consistency across all channels: make sure the story told in the storefront is consistent with the website and in-store promotions.
• Use seasonal and cultural elements: tie your story to current events, seasons or holidays. And… hold on, this topic requires more detailed analysis.

Seasonal and trending window displays

Let’s assume you’ve already captured the attention of customers, they come into your store and make purchases. But how do you keep that relationship strong? How do you keep them interested? Change!

Successful seasonal window displays often include festive elements and themes that resonate with the current season or holiday. For example, during the winter holiday, many retailers create displays with snowflakes, twinkling lights, and cosy scenes that evoke warmth and nostalgia.

Changing window displays may be tied to holidays and special occasions, but not always. It’s important to stay current, watch the local community and what it’s living at any given moment.

Identifying and reflecting local fashion or lifestyle trends in your storefronts is also key. For example, if there’s a jazz festival in your region these days — support the light, playful mood of the event in your storefront design. A win-win is to use images of recognised local landmarks or symbols to create a sense of familiarity and belonging.

To summarise, creating effective storefronts is both an art and a strategy. The goal is to design window displays that catch the eye and forge an emotional connection with potential customers. Window displays are more than just decorative elements; they are a crucial part of a retailer’s marketing strategy. Don’t hesitate to experiment and make changes to keep things fresh.

P.S. A nice bonus for those who have read to the end: some of the shop windows created by our team’s experts!