Visual merchandising: 5 rules to never get the window display wrong

Index

What are the basic principles of visual merchandising? Below we have summarised the 5 rules for never failing shop windows, 5 steps to follow for a functional, effective and successful display.

  1. The shop window: the beacon not to be missed

A storefront is the first marketing and communication tool available to a trader, so they are worth the general rules of communicationtarget your specific audience; surprise; convey a message in line with the brand (if any) otherwise formulate a clear identity concept for your shop and turn it into your pole star.

2. Tell a story with only one protagonist

Have you ever seen a film in which there are many main characters? A story works when there is a main character, supported or hindered by other secondary characters. That's how your showcase should be, you focus on one product (or at most on a homogeneous product co-ordination) with little else around it.

3. Space management: grids, rails, risers

The ideal shop window is a free space that allows many possibilities. The points of greatest attention are those at the height of the passer-by's gaze, then the spaces below. Two golden rules: develop the shop window in vertical lines, so that it becomes a point of discontinuity in the landscape that the passer-by passes through; never have any product resting on the ground, that is the place of the price lists, which are the ideal conclusion of the path that the viewer's gaze takes, and therefore the best epilogue to the story you have told.

4. The right lighting

Never underestimate the importance of the right light to emphasise the protagonist of the showcase. Warm or cold light, depending on the subject matter; light from above or below, or from the sides; diffused or cropped: the possibilities are many, if you have no training in the fundamentals of photography all you have to do is experiment, you will see that when you get the light right you will understand immediately.

5 . The choice of colours

Emotions have a direct thread with coloursThrough their use, it is possible to communicate directly with the instinctive side of people. Choosing the right palette is a matter of many factors: the season; the target audience; the type of product; the price. It is possible to realise monochromatic showcases (same colour but different shades) or matching (close or complementary colours). The first case is easier to manage. In the second case, it is necessary to rely on one's own good taste and decide every now and then to dare to make some non-canonical combinations. Some may not like it, but many will appreciate your originality. Isn't this one of the reasons why they might prefer you to the competition?

Do you want to learn the specific visual merchandising techniques and become a professional? Join the Visual Merchandising Course by Italian Design Institute. You will learn:

  • the tools, languages and strategies of Visual Merchandising
  • to understand and develop the dynamics of a contemporary store
  • to develop a technically effective window display proposal
  • to learn and apply display techniques by defining correct guidelines to implement the profitability of a store
  • understand the application of new technologies that make the in-store experience interactive
  • Materials used for Visual Design
  • Language, construction and design
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Sviluppo Europa s.r.l.
Via Albricci, 9 - 20122 Milan
P.I. 10282190965
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Province Register Office. chamber of commerce Milan Monza Brianza Lodi
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REA number MI-2519496
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