The window display is one of the most powerful differentiation weapons for shop owners whose objective is the “seduction” of potential buyers. A spectacular window display that highlights with elegant and ingenious way the products of a brand, captures the eye and becomes the subject of discussion among consumers, thus reinforcing the visibility and sales of this brand. But what are those features or details that contribute to the creation of an effective window display?

• Suitable Lighting: Proper lighting can act beneficially to the promotion of the products. It is usually better to have the lights be lightly to the sides and to the front of the display, than overhead lights, since that leads to unattractive shadows and the products cannot be seen properly. It is also preferable to use spotlights, uplights, or colored lights especially for clothing and footwear.

• Adaptation to seasonality: before important holidays (like Christmas or Valentine’s Day) or before the change of seasons, it is necessary for shop owners to adjust the decoration and design of their window accordingly.

• Colors and layout: An important factor for the creation of eye-catching window shops is the layout of decorative elements as well as the combination of colors. A well-arranged window (e.g. the small objects should be placed on the one
  side and the large ones on the other, the heavy and dark objects should be near the bottom, while the items that are lighter and more colorful should be at the top), causes positive emotions and impressions to the consumers. Conversely, a chaotic window display causes stress and is very likely to avert the potential buyer. Still, the more intense the contrasts and the more vivid the colors, the more attention the consumers pay to the window. Red, white and black are the colors that attract customers. The use of a single color in the window shops should be avoided.

• Decorative items/props that are eye-catching: A window display, consisting of colorful props with bright colors and bold shapes, enchants people. A quite contemporary and bold technique is the placement of an eccentric, impressive item in the window display, which might be totally unrelated with the products displayed. The main purpose of this item is to draw the attention of consumers, as it provokes them to discover what this eccentric element hides.

 
Sources: www.retaildoc.com, www.entrepreneur.com, www.shopify.com, www.allbusiness.com