Page 108 - DMGT552_VISUAL_MERCHANDISING

Unit 5: The Basics of Visual Merchandising

5.5.1 Window Signage Notes

This signage can compel individuals who have never entered the store to visit for the first time
and encourage past visitors to become repeat customers. The window offers a preview of product,
as well as an instant image of the store. Many store use large posters, photo enlargements or
other large graphics in their windows with items placed nearby. This approach offers a clean
dramatic look. Large graphics should be able to be seen from 20 feet away and be immediately
recognisable to an individual walking by. These oversized graphics are currently a popular
display prop because recent technological advancements have reduced the cost of producing
them.

Figure 5.8: Window Signage

Large graphics can reflect product style. For instance, if the store sells children’s products, like
educational toys, a blowup of a little red schoolhouse or a college campus as a backdrop for the
merchandise.
Large graphics can suggest a lifestyle or how your products are to be used once purchased. For
example, a graphic of a family enjoying the outdoors can be placed behind picnic or beach items
that you might have for sale.
Repetition of large graphics in one window, various windows or throughout the store in various
sizes serves as a reminder of a particular product creates a dramatic effect and draws customer
from the windows to the store.

5.5.2 Interior Signage

These can show brand identification of specific products, identify classifications of products
within the store, and, depending on the size of the store, offer direction to various departments.
Interior signage can be a medium for promoting a campaign, previewing a product “coming

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