Take any crowded street and you find your eyes riveted on those large glass paintings. It is not simply posting a sign or two in the storefront windows-it is an eye-tug-a-war. Shall we jump right in then on how to turn that piece of glass in your loudest and most forgettable megaphone?
Imagine a group of those people, early in the morning, holding their cups of coffee, rushing to the workplace. What prevents it? Wild color and wild ideas and glass that yells, A-hoy there, folks! That is the stage yours. I witnessed a window full of giant polka dots and night-wearing sunglasses on mannequins last week. Citizens have come out to take selfies. It is not a gaudy tech installation but pure raw creativity. At times, the most unexpected concepts capture the most attention.
There is a lack of trust. However, storefront window advertising say all the truth without saying anything. Graphic boldness, real testimonials, actual products create minor puffs of interest. Feet moving slowly by and words that start: “Did you see that?” Things have suddenly started buzzing.
Do not consider your storefront as an afterthought. Consider seasonality. In December, snowflakes and scarves are magic, in July, lemons and sunhats are the best things. Change the arrangement of your equipment every few weeks, give people something new to look at constantly. Predictability is fatal to curiosity and routine breeds predictability.
There are occasions when silence is the most eloquent. Have you passed a shop with a broad, vacant window and one, odd-looking object set in the limelight? Less clatter, more suspense. The that one odd sock or that missing container draws you to it and you are left wondering what is in there. Negative space is strength.
Such examples are mirrors, which can show your display twice with practically no sacrifice. They also demonstrate to passersby their own image in your display. Sneaky, right? It is very difficult to avoid taking a second look at oneself and by so doing, your message has a free ride.
Show your top sellers in the front, but do not spoil the ending. Your window is that trailer to the movie, not the film. Restrict the facts, titillate the anticipation.
Lighting is a must-have- It is time to replace the fluorescent overhead light with either spots, LED, or delicate fairy lights. A flash of ingenuous illumination attracts people like moths even on cloudy days.
Stillness can be trusted, motion can be purchased. Kinetic shows spin shoes, swivel signs, wave robot arms and halt traffic. A goldfish can get bored in an empty bowl, so can a busy shopper looking at a cardboard cutout. Include a couple of mechanical moments to get the most involvement.
Keep rewriting your script. There are far too many displays in windows that have begun well–and then gone to dust. People notice. Rearrange the props, introduce new slogans, change the products and you will make your impact go much farther. Consider that a bakery would do this with the same cupcake in the window over months, it is unimaginable.
Transparency is playing. Allow them to look inside, see happy clients, or workers crafting something cool. There is an attraction of being at the backstage.
Bold fonts should be used in pricing but the palette should be manageable. Colored confetti is more confusing than alluring. In the meantime, black-and-white text on a day-glow orange background? That pops.
Use the local scene. Landmarks of your city, your favorite sports or neighborhood vernacular can make a stranger a regular. In the unlikely event that there is a large event or festival in the near future, jump on the bandwagon.
The most minor adjustment can open a window. Put a crazed sign on its head. Slip in a humorous cartoon. Dismember prices in odd manners (“five frog coins” as opposed to $5). These curveballs are amusing and astounding.
Briefly, store front window advertising is a conversation piece. What will your window say to-morrow?
