As the saying goes, “You only get one chance to make a first impression.” For many customers, their first impression will be the window display. A good window display can mean the difference between a customer stopping in or moving on to a competing business.
Are you making the most of this opportunity? Many businesses are not. To get you prepared, here are a few strategies that can help create a more effective storefront.
Get a first-hand perspective before starting your light design
Before you jump in and start planning your window display lighting, take a minute and observe your display from outside. Take note of where eye level is located because this is where most customers will be looking. Most people will only glance at your display so any designs off eye level will be hard to see.
You can put a line of tape across the window at eye level and use this as a perspective as you set up your display. Seems pretty obvious right? You would be surprised how many business owners forget this simple step and don’t realize their mistake until it’s too late.
Focus on accent lighting for retail stores in your window display
Be careful not to overcrowd your window display. If you have too many products, signs, or lights in the front of your store, it will look disorganized and confusing. This can be a turnoff and discourage people from stopping by. A better strategy is to only place a few important products or signs out front so you know customers will see what matters most.
How can you use lighting to maximize this effect? By using mainly accent lighting for retail stores in your display. This means you should use your window lighting sparingly so that it’s targeted on the important parts of your display. This helps bring attention to what’s important and also minimizes glare and shadows.
Bold colors help draw attention
Your store’s window display is battling to get attention with every other business on the street. Adding some colored lighting can help your store stand out. Bold, colored lighting is also easier to detect so you’ll attract attention from further away than if you just stuck to regular lighting.
Make sure the colors you choose complement the products in your window. Colored lighting works well when it enhances your display, not when it creates a bizarre contrast. If you want to play it safe, stick to colors that are already in the products or signs in your window.
Balance your display lighting with sunlight
Customers generally prefer sunlight to artificial light. Your window display needs to strike the right balance between sunlight from outside and your store lighting. During the day, it makes sense to turn your window lights down or off, especially if your storefront gets a lot of direct sunlight.
However, make sure to turn on your window lighting as soon as it starts to get dark. Once again this is another way to get an edge on the competition. If you turn your lights on before other stores on your street, you’ll be getting that extra attention until the other businesses catch up.
Good accent lighting for retail stores is all about attracting attention. By using these lighting strategies, your window display will give customers one more reason to notice your business.
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