What is a window display in visual merchandising?

Window displays have been shown to influence almost a quarter of purchasing decisions, and 52% of shoppers won’t return to a shop if they don’t like the aesthetics.

So, what you put in the window of your shop, and how you present it matter… a lot. To help you out, we’re going to look at what window displays are, the different types, how they can benefit your shop and what makes a good window display.

Types of window displays

Designed to suit different products, demographics and shop layouts, there is also a selection of different types of window displays:

• Closed – Closed displays involve the creation of a separate space in your window, hosting visual elements and product displays. They block the view into your shop and draw focus to the products.
• Open – Open displays do not block the view into your shop. They allow you to keep the space open, while displaying merchandise in front of the window. This type of display sacrifices product focus in exchange for allowing customers to see further into your store and permitting more natural light.
• Semi-Closed – Not quite open and not quite closed, semi-closed window displays, as the name suggests, only close off part of your window space. They allow you to display products and create merchandising showcases while keeping typically the top part of your window open.
• Island – Perfect for open-plan shops, island displays involve the creation of an elevated platform that customers can walk around. This island will feature product showcases, such as different scenes where mannequins are posed or where items are elevated.
• Corner – If you have a corner window at your shop, turning it into a display can be a perfect way to display products or promotional information in multiple directions. Check out our work with JOSEPH for an idea of what we mean.
• Shadowbox – Often used to showcase luxury goods, shadowbox window displays are small, closed scenes created in windows usually for just one or two products at a time. These give passers-by a closer look at items.
• Elevated – Elevated displays are a perfect way to spotlight smaller items, creating a raised platform that brings products into the eyeline of pedestrians.

Communicating brand identity

Your brand is valuable and ensuring that customers recognise it is crucial. Window displays with strong visuals and branding are a perfect way to reinforce your brand and its message. Consumers are much more likely to remember your logo if it features prominently in displays.

Showcasing products and promotions

Allowing customers to see items in context, such as by displaying clothing as outfits on mannequins, can help them imagine your products in use. Similarly, creating strong visual displays and incorporating storytelling and lifestyle elements can enhance brand recall.

Key elements of a great window display

Creativity and storytelling

Think about the last time you walked down a high street, you probably overlooked most of the window displays, right? The only ones that will have stood out will have been those that were especially different or creative. It’s crucial to make sure your display, and visual merchandising as a whole, stands out from the crowd.

Storytelling is another fantastically powerful tool. Use your products and carefully chosen visual elements to give your display a captivating narrative, much like with did with our project for 66 North.

Use of colours and lighting

One of the bests ways to set your display apart from the shops around you is to get creative with your use of colours and lighting. Complementary colours can help create a visually pleasing display, and appropriate (not just bright) lighting can lend a sense of atmosphere. You should focus on what kind of images and scenes you want to conjure in your audiences’ imaginations.

Props and backdrops

What is a window display without props? As well as which products you choose to showcase, give thought to the props and backdrops that you use. You should opt for elements that are not only visually appealing, but which are also relevant to your brand and the theme you are using. These can be anything from cardboard engineered items to 3D printed structures.

Simplicity and focus

Pick a theme and stick to it. Don’t let your window display devolve into a confusing mess of mixed imagery and messaging. The strongest displays will be those that latch onto a strong, singular theme or message. This could be a seasonal promotion or a new product release.

Also make sure any text is simple and easy to read from a distance. If it’s read at all, it will be often from a distance and in passing, so too many words or hard to read text will be overlooked.

For your next window display, trust the experts

B_RD has helped some of the high street’s biggest names create truly captivating window displays. We offer full-service creative design and construction to help you visualise and realise attention-grabbing displays that boost foot traffic and help you win customers. Take a look at some of our previous work here.

To get started, just reach out to our friendly team for a chat. Call us now on +44 (0) 1664 494 750, email us at hello@wearebrd.com or fill out our contact form below.