january 26, 31, 2023. M. ID, Arch. Mariana de la Fuente

Window Displays

Window display is the creative act of displaying store merchandise in a store window. It is emerging as the new mantra in retail and is fast changing from a dull, uninteresting exhibition of elements in the store window to a dynamic form of advertising. Retailers are recognizing the importance of window display as the first point of contact between the store and the customer and a chance to create the most critical first impression on the customer. In this project we need to communicate that San Diego-Tijuana will be World Design Capital in 2024. 

1.    If you are working with a partner, you will need to present ALL  8 window displays. (2 at the trolley station and 6 interior gallery)

2.    If you are working by yourself, you need to either present 2 trolley station windows and 3 interior gallery windows or only 6 interior gallery windows.

The window display should involve an interior design solution and not just a graphic design solution. Students must come up with a solution that is a display/hardware (it could have technology embedded) and design the details of it. (Interact with the interior space to achieve an interior architecture solution)

IMPORTANCE OF WINDOW DISPAYS

Window display is more than just a display of wares. It is a unique form of advertising. As stated earlier, it is the first contact point between the store and the customer. It defines the store and gives an idea of what the store is all about to the customer. It determines whether the customer will walk into the store or walk away from it. It is an effective tool to use when the image of the store needs to be changed. Window display can be used as a means to portray seasonal merchandise. Window display can convey what age group or income group of customers the store caters to.

With the rising level of economic growth in the country, the level of disposable income of the customers is rising. This has, in turn, led to tough competition among the retailers. In this cut-throat competition, those retailers win who are able to attract and sustain the attention of the customers. Unique and effective window displays play an important role in this regard. It is essential for all kinds of stores in the modern times, ranging from the smallest to the largest.

Done properly, window display can attract more customers than a hoarding or a television advertisement. Moreover, it can attract the right kind of customers. In other words, window display acts as a filter. Only those customers enter the store who have a fair idea of what products it stocks and are interested in buying them. A lot of time and energy of the salesmen is saved as they need not concentrate on customers who might not be potential buyers.

Creativity plays a very important role in window dressing, but at the same time, business acumen is also required in order to make it effective. The window display should be designed in a way that attracts customers, rather than looking like a piece of art. The window display designer should design the window in the best way possible within the budget fixed for the same by the retailer. 

As more and more retailers are realizing the importance of window display, a new class of professionals called window display designers have come into existence. These professionals work full-time with large business houses, while they work on a contractual basis with small firms. The work of a window display designer requires a lot of creativity and a good aesthetic sense as well as patience, hard work and a fair idea of market trends and customer behavior. Moreover, they should also possess a good flair for communication as they are required to communicate extensively with store managers and owners regarding the image they wish to portray through the store. Knowledge of fields such as graphic design, fine arts, construction, carpentry, architecture, and lighting is an added advantage for a window display designer.

The landscape is shifting; people don’t shop in stores [like they used to].

Joline Mujica, Head of Trends and Tours at WindowsWear

With increasing competition from ecommerce, and the COVID-19 pandemic keeping shoppers at home, store windows are more valuable than ever. In order for window displays to benefit brick-and-mortar retailers, Mujica says, “it’s important they have a very specific vision for the people they are pandering to.”

Here are some steps that I recommend:

1. Start with a story based on a theme

When it comes to conceptualizing a store window display, it’s best to start with a pen and paper. Before sketching out your window display ideas, start with a story based on a theme. Yes, your window display design should tell at least a basic story. After all, it's proven that storytelling can serve as a strategic business tool.

It helps to begin with a theme, then use your storytelling prowess to turn it into something more sophisticated. 

For example: 

• Instead of “Christmas,” think “Nutcracker” (psst: here are some Christmas window display ideas if you’re looking for holiday inspiration!)

• Instead of “Halloween,” think “Sleepy Hollow”

• Instead of “Valentine,” think “Cupid’s Mischievousness” 

• Instead of “Thanksgiving,” think “Dressing Up a Turkey”

2. Create a focal point for the store window display.

Once you’ve got a rough sketch, including a story based on a theme, take a moment to step out onto the street and give your window a good look.

Doing so will help you determine where your focal point should be. The focal point is where you want your prospective customers to look first and concentrate their focus. The central point of your display should be big enough to catch a shopper's attention, even on the other side of the street. 

Start thinking about the arrangement of products based around your focal point. Will you arrange your products on wires or shelves around the focal point? Or maybe set them up in a pyramid? Explore different configurations to see what would work best for your window display. 

3. Be bold in every way.

Let’s be honest: society’s attention span is shrinking to about less than a millisecond, and your audience are no exception. You can bet that most people walking by your store will either be engaged in conversation with friends, texting, or walking their dogs. So, you’ll need to pull out all the stops to make sure you catch their attention. At the very least, you can create a store window display they’ll want to take photos of with their smartphone and share them with the world. 

So, when creating your retail window display, don’t be bland. Be bold with colors, shapes, and props. Think outside of any cookie-cutter colors and opt for more eye-catching hues like fuchsia, orange, or electric blue. Just remember to exercise your best judgment and keep everything consistent with your brand.

Props are also a great way to think unconventionally, especially given that your local art store will be stocked with many different art materials. Think about cutting up foam boards, creating papier-mâché props, or anything else you think would be appropriate for your brand and store. 

4. Keep your retail window displays simple.

With all the window display ideas available for you to use as inspiration, it’s easy to get carried away and create an overly complicated display. However, too much clutter is likely to repel and overwhelm potential passersby, rather than draw their attention. Don’t try to do too much or you’ll just end up with a busy, unfocused display.

Always keep your goal in mind: ultimately, you want to draw attention to your products and help customers quickly understand why certain products are grouped with others. That also means keeping your display clutter-free and being able to justify why each component of your display is included. 

5. Balance is key.

When you’re creating a display, you’re going to have small and large objects, dark and light colors, lights and shadows, and so on. It’s important to balance the different elements you’ll be deploying in order to create a pleasing aesthetic. 

Typically, you’ll want to place larger, darker items near the bottom, and items that are lighter and more colorful at the top. This arrangement will prevent your display from looking top heavy. Similarly, if you place all the large items to one side and all the small ones on the side, you’ve got an unbalanced window display. Imagine you’re balancing items on a scale, which means doing things like balancing a large item on one side with lots of smaller items on the other. 

Trust your judgment and get a sense of what emotion your display is evoking. With a balanced display, you’re more likely to create feelings of happiness, excitement, and joy, whereas an unbalanced display may signal anxiety or instability. 

6. Pay attention to lighting.

When it comes to creating an effective window display, lighting is often an afterthought, or something to consider if you’ve got the budget for “extra costs.” But lighting can be a crucial component in getting people to stop and notice your display. 

Lighting can create moods, highlight certain products over others, and establish a dramatic setting for your store window display. Being strategic with lighting can pay dividends in helping you get your focal point right on and directing onlooker’s eyes to where you want them. 

We don’t recommend lighting displays directly from the top, as this can lead to unattractive, harsh shadows. Instead, consider lighting displays from the sides and front. This technique will bring out the 3D quality of the display. Plus, you can really have some fun when you have light coming at it from different angles. 

7. Take a final look at your retail window display.

Once you’ve got all the pieces where you want them, make sure to take a look at your window display from every possible angle. Very rarely is a person going to only notice a display when they’re standing right in front of it. Walk up to it from different directions and check things like your focal point, how visible your signage or calls to action are, and if it all appears balanced. 

Here are some inspiring window display ideas and examples:

Examples 

Window Displays Process

Once you have your strong concept and all your research about the client you can start with the proposal.

First start to draw and interpretate your ideas on paper, how that will communicate the main idea.

Sketch, sketch, and sketch.

Work on class and once you have a clear idea, upload the first approach as the results in the folder due 01/31, don’t forget to put your name on the file (keep the process somewhere safe for your final presentation :))