Winning Visual Clicks

The New Directive for Creating Dynamic Window Displays

by Rachel Crippin Clark

Just as click-throughs are crucial to digital marketing, window displays can be a critical visual click that attracts a consumer’s attention and leads them to your store’s products.

To be certain, technology has changed much of what makes a window display successful today, says Anne Kong, professor and program coordinator for the Visual Presentation and Exhibition Design Program at New York City’s Fashion Institute of Technology and partner in design firm A+D Kong.

First off: the physiology. “Motion graphics have conditioned our eye’s response time to what we see and how long we look at it,” explains Kong. “Simply put, when something moves, we’re hard-wired to notice and perceive it. Also, our attention span has decreased dramatically.”

And then, there’s the context. Sight lines have fallen as consumers are now looking down (at tech gadgets) one-third of their waking hours. As Kong puts it succinently: “Down is the new up.”

Yet, 70% of purchases are influenced by displays, according to Shamir Insight Inc. in 2021. And windows are still a store’s first impression for walk-in shoppers.

So how to capture attention? Some of the secrets lie in infusing technology’s same energy into store windows, and getting creative with bringing elements of window design “outside the window.”

Visual merchandising expert Kong—who co-authored the 7th edition of Visual Merchandising and Display with Martin M. Pegler—offered a variety of strategies, tips and inspiration for retailers during IHA’s Connect FALL virtual event.

“Sight lines have fallen as consumers are now looking down (at tech gadgets) one-third of their waking hours. Down is the new up.”

Importance of Storytelling

Simply displaying a product line—no matter how attractive it is— in a window display isn’t enough. A display must tell a story.

And what makes a good story? Anything that evokes emotion, builds empathy and expresses your store’s character, style and values. Many popular ones these days tell stories relating to sustainability, social issues and real-life people.

It’s also effective for windows to show a store’s connection to the local community, region or even the world.

When stores were completely shut down during the early stages of Covid-19, windows were still open 24/7 with the lights on,” Kong points out. Many stores worldwide took the opportunity to use their windows to share powerful messages of hope, love and gratitude with their communities.

Another way to communicate your connection to your community is to feature a local chef, celebrity or even a regular citizen.

Make It Human

“I talk a lot about humanizing a display,” says Kong. “You never want it to appear static … it can easily end up just looking like ‘stuff.’”

But that doesn’t mean people have to be represented. Even the presence of a pint of cherry tomatoes—natural elements picked by humans—next to cookware can add a human element.

In fact, a small number of carefully curated props of any kind can “deliver the believability or authenticity of a display,” says Kong.

Color

Most retailers know color is the biggest motivator for shoppers, so don’t be afraid to use it in windows. “A monochromatic color story has the power to lock the viewer’s eye and force the eye to search out the merchandise,” says Kong.

The use of two contrasting colors can also be very powerful, especially if all the products are in one bold color and the other contrasting color is used for props or background elements.

< Macy’s in New York uses bands of color to draw pedestrians’ eyes away from the ground and right into their windows. The stripes are printed using vinyl technology and then affixed to the sidewalk and windows themselves.

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^ Color is the biggest motivator for shoppers. A monochromatic color story has the power to lock the viewer’s eye, as they search the merchandise.

Harrod’s, United Kingdom

Incorporate Simple Technology

Yes, there are a few easy, straightforward ways to incorporate technology into window displays.

— The use of even a simple rotational motor (that spins an object around an axis) or a tick-tock motor (think of a clock pendulum) will attract attention.

— Technology has made it relatively easy to print images on vinyl now, which retailers can often affix themselves to display windows or even storefronts and sidewalks.

— Incorporating QR codes into window displays is an easy way to boost interactivity with consumers. Those codes can even become part of the design as well. Kong encourages retailers to have fun with QR codes and incorporate their own imagery, logo or colors, instead of just using the standard black and white format.

— And for Insta-worthy displays, don’t hesitate to include a hashtag consumers can use when they post photos. “Homage to the Amazon” by Premium Home in Poland connects viewers with the idea of caring for Mother Earth, endangered wildlife and the environment. The display feels very immersive, yet it draws our eye to products “hiding” in the rainforest. There’s plenty of “eye candy” and even the feeling of animation, including a teapot hanging from a tree just as if it’s pouring tea into the cup on the ground below.

This ‘real life’ story from Le Bon Marche in France has a palpable human factor, as you can feel the chef sipping the soup. The products pop in front of the black and white image that is invigorated by a simple green LED light strip.

^ Try connecting the window with the street by having the inside meet the outside. It works like a magnet to attract shoppers. Selfridges, United Kingdom

Think Outside the Window

So, what about those people who have their heads down, scrolling on their phones? If you’re able, use the sidewalk to draw people into your windows, suggests Kong.

Those newer vinyl adhesives make it easy to affix graphic elements on the sidewalk, she said. These images can be stand-alone graphics or ones that connect visually to a store’s window.

Decorating the area around a door or a building’s façade helps to draw attention to windows and can be part of their storytelling. Even a welcome mat, flowerpots, tray of herbs or other items easily moved indoors at the end of the day can attract a person’s eye from the ground to your store.

On a Budget

Dynamic window displays don’t necessarily require a large budget. Kong suggests inexpensive but effective options including:

— Using LED light strips instead of neon

— Employing local artisans for handmade objects

PHOTOGRAPHY GUIDELINES FOR STORE WINDOWS

Window displays can be challenging to capture with your phone or camera. Reflection, cars or pedestrian traffic can interfere with your ability to get the best image. So what’s the secret? Here are a few tips to get the best shot of your shop windows.

— Start with a clean lens.

— Use a tripod if possible.

— Photograph when pedestrian and local traffic are minimized.

— Windows are best photographed at night when the reflection is naturally reduced.

Cloudy, overcast days can be optimal for photographing too.

— Observe precisely what reflects most in your store window (adjacent store signage, traffic lights) and try to eliminate or block the offending light sources.

— Try a technique used by professional photographers. Have two helpers stretch a large dark sheet of fabric behind you as you photograph in front of the window to eliminate the reflection of signs or passing cars. This method removes all reflection.

— If you are using a camera, a zoom lens can also reduce reflection. A wide-angle lens tends to increase reflection on the glass.

— When shooting detail shots, aesthetically compose focal or highlight areas of the window. Consider cropping unnecessary areas to create a strong composition.

— Start by photographing straight on if possible, next try angle shots from either side. Put the camera directly on the glass to capture the details. If the window is openback, can parts of the window be photographed from the back?

— Interior window lighting needs to be even without intense hotspots or dark voids.