Display 101: Creating Strong Displays Part 1 of 2

Barbara Crowhurst

By Barbara Crowhurst, Retailmakeover™, 12/30/2008

Why Display is Important to your Retail Business

  • Over stimulated customer, and there are a lot of us around these days, need things made easy. Good displays make an easier shop with products presented in a unified way.
  • First Impressions. You don’t get a second chance here. Displays that are done right support your brand image and what you are all about as a retailer.
  • Competition. There’s a lot out there. Be the retailer everyone else talks about. Make a commitment to have great displays through out your store.
  • Entertainment. We want to be entertained as consumers. Display can be one way to bring a smile with whimsy or something a little out of the norm. Be the retailer to offer displays that entertain.
  • Create a strong focal point

    Educate the customer. Effective display can teach on so many levels. Best example of this – displaying the newest products in the hottest colors. May be your a retailer that believes in being eco friendly? Your displays show product from this important area. And so on.

  • Makes shopping easy. Having good display in each department of your store will help better traffic flow. Better traffic flow gets consumers seeing more of your merchandise and staying in your store that magic 7 minutes – when they start to make more buying decisions.
  • Multiple sales. Magical words to retailers.
  • Best use of space. Rents are going thru the roof these days. Commit to better displays you’ll be glad you did. You will see a dramatic increase in traffic and sales.

Guidelines To Creating Strong Display Groupings

  1. Develop a theme for your display, which will immediately explain to the viewer what you are promoting. A theme holds all your display components together, but every item, including every prop, must contribute to the theme.ok as though they belong together by doing this.
  2. Keep your display grouping tight, in strong simple arrangements. Overlap components so that there is no air between them. Even unrelated items can look as though they belong together by doing this.

    Create visual rhythm

  3. Create a strong focal point, to draw the eye to your display. This can be done with your merchandise, with a prop, with your signing and can be assisted by a strong focal point. Contrast is a great way to create a focal point. Don=t forget to consider where the viewers eye level is, and consider placing the focal point there.
  4. Create the visual rhythm, in the placement of your components to pull the eye through the display. The eye can be seduced by a ribbon that actually moves through the display. Try it.
  5. Repeating items in your display will make your message easier to understand and create a dramatic visual impression for the viewer.
  6. Keep your display high at the back and low at the front, so that the eye will flow down through the grouping and so that all the merchandise will be visible. Accordingly, place large components at the back of the display and small components at the front.
  7. Create 3-dimensionality by using the depth in your window display. This brings the merchandise out towards the customer and brings your display to life.
  8. High at the back and low at the front

    Be aware of how much merchandise you place in your display. Less merchandise usually creates a higher priced image, and more merchandise usually creates a lower priced image. This feeling can be overcome with excellent displays.

  9. A display must be professionally completed with professional signing and lighting so that you can get the full benefit from its visual statement. Everything must be perfectly clean and fresh, from the window glass to the floor covering in the display area.
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