Key Elements of Effective Window Display
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Recently, Britney Spears definitely wowed the crowd, and allured the guys in her concert in Abu Dhabi and some said that she did well. Like every performances and special events, window display has its elements that make the show successful. Here the key elements of window display:
1. MERCHANDISE
The star of window display. Without the merchandise, the stores’ window display will lost its meaning. This is the most important element of window display because the merchandise is what makes money for your store.
This is the reason why you need different selling tactics and this is the reason why you need to have window display.
Your merchandise can be classified into best seller, impulse items, seasonal and trend items, advertised items, specialty goods, browse items, basic stocks and problems stocks. Among the classifications, the last the list is a big NO NO to be included in you window display.
2. PROPS
The advocates of the star. As advocates, your props should not take the role of merchandise as the star but to support your merchandise to be seen as what it needs to be – to be on its best, attractive and worth buying look. The first thing on your window display that the customers should notice is the merchandise, not the props.
In event that the props is more attractive to eyes of the audience, make sure that you can find a way to direct the viewers eyes into the merchandise. Motion and direction is a good technique to achieve this purpose.
Props can be classified as functional (mannequins, stand, panels), decorative (mirrors, flowers, sea shells) or structural (boxes, cylinder, sphere).
3. SIGNAGE
The receptionist of window display. It breaks doubts, it answers common questions and it delivers straight forward information to your target audience.
The greatest mistake that you can do as visual merchandiser is to let the customers guess the message that you want to give them unless you are having a promotion using a guessing game. Use signage to tell people about your theme, the price and other necessary information that would encourage them to enter your store and make purchases.
These are many ways to classify signage but commonly, they are classified into corporate signage, information signage, category and location signage, directional signs and price tags.
4. LIGHTS
The make-up of window display. Without lights, your window display is like as a woman’s face without make up. The random and wrong application of lighting on window display is like a woman’s whose make-up is like that of Joker’s face. Can you imagine that?
Lighting can be over-all lighting like fluorescent lamps, accent lighting like spot lights and atmosphere lighting like colored lights.
5. SPACE
The stage for the star. It includes the length, the width and the height. This where all of the above are found. This is where your star showcase its glamour and blast a seduction!
In Photography, they say that the best asset of a photographer to use is the fame; it window display, it is the space.
Fill the space but do not overcrowd.
Photo by Viridia via Flickr
I enjoy reading your post, they are very educational and informative. A very helpful materials to ambitious visual merchandiser like me!