Page 222 - DMGT552_VISUAL_MERCHANDISING

Unit 11: Window Displays

line. Staggering the displays or putting them at an angle will make the display more Notes
interesting.
If you have room, why not add some depth to your own window display?

12. What’s your angle? Displays do not have to be set in a straight line. Consider making your
window more interesting by setting displays at an angle. High items could be angled
down and low items angled up. This would make them much easier to see from the
customer’s point of view. You could also consider angling items towards the left or right.
If most people seem to be approaching from a particular direction, this may be extremely
important.
When ordering your display, make sure that the system will allow you to angle your
displays in just the way you want.
13. Keep it transparent: The days are long gone when it was the practice to have a backing to
the window and hide the view into the store. Now it is generally agreed that the appearance
of the shop should be inviting in order to encourage customers to enter. If you are going
to have a window displays keep it, therefore, as transparent as possible.
There are many display systems available to help with this process, the primary being the
use of very fine cables suspended from the ceiling and fixed to the floor. These, together
with the use of transparent acrylic accessories, can be used to display just about any kind
of product or poster/graphic display with lighting incorporated.

When designing your window display bear in mind the view into the shop. Keep the
fittings as minimal as possible. The impact of your window display will be far greater and
customers will get an idea of what further treats may be ‘in store’ for them when they
enter the premises.
14. Make it easy to change: As mentioned in an earlier tip, it is essential to change the window
display on a regular basis. When designing a window display, it is therefore important to
consider just how easy it will be to change the display. If it is too difficult the staff will just
not bother and the impact will be lost. If you are going to radically change the display will
you be left with empty screw holes in your ceiling and floor? An alternative is to use a
system perhaps based on a rail which allows easy repositioning of the displays. If you
have posters or graphic information to change on a regular basis, this should ideally be
possible without the use of any tools. After all, time is money, and it just does not make
sense for your staff to be wasting their time with systems that are difficult to change.

Make your window display systems as easy as possible to change and make sure that the
displays are changed as often as possible.
15. Make it easy to clean the window: When designing your window, remember the person
who has to come and clean. It is important that your displays always look at their best, so
you really do not want them damaged. Either leave enough space for the window cleaner
to gain access or design your display in such a way that it can be easily removed when
required.

16. Don’t go too high or too low: When designing your display, consider the person who is
going to be looking at it. If you want your display to get noticed, then don’t force people
to get on their hands and knees or stand on tip toes. Make it easy to see and take in at a
single glance. To get the best results, position your displays at eye-level. Remember,
children and women are usually shorter than men, so you may want to position the
displays lower if either of these are important to you.
17. Enhance your corporate image: A window display is not a separate thing. It is part of your
whole corporate image. When designing, you should therefore consider any corporate

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