IdN v26n1: Visual Merchandising & Window Display — Windows onto a New World of Creativity and Ingenuity
When people say they’re going window-shopping, it usually means to look in a variety of shop windows and get a general idea of what’s on offer. But of course, if they happen to spot something that really takes their fancy, and at the right price, they will probably buy it. So shop-window displays have a dual role: to impress by reflecting the shop’s brand image in the best light and thus encourage return visits, but also to attract with what’s on show and if possible entice the customer inside there and then.
Shops’ display windows tend to come in a variety of shapes and sizes, even those belonging to the same chain. So this is probably the first big challenge that window-display designers face. What are the proportions of the various windows and the resulting space restrictions? How is the lighting positioned and will any installations block its source? How deep is the window? Can walls and ceilings be drilled into? Often such information is not forthcoming until near the end of the design conceptualization and radical changes have to be made at a late stage in the process.
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