Display Design

An effective way of attracting customers to a store is by having good displays, both exterior and interior. A customer will be attracted to a display within three to eight seconds; that is the time a customer spends to determine interest in a product. This is why it is critical to have a properly-designed display. Every display should be planned and have a theme. Good designs make a visual presentation come together. This means the design attracts attention in a way that strengthens the store image, as well as introducing merchandise to the customer.

Before designing good displays, answer the following questions:

1. What is the store’s image? Select an image to present to the public. The customer will identify a certain look with a store and expect that look to be carried throughout the business, be it trendy, elegant, off-price, or discount. Do not mix images within one store; it will only confuse customers.
2. What type of customer is attracted? Use a display that reflects the targeted consumer. A display that works well in one community may be ineffective in another community.
3. What is the concept of the merchandise to be presented in the display? Display and highlight the merchandise; do not merchandise an attractive display. Items should be displayed as they are meant to be used or worn. If formal wear is combined with daywear and kitchen accessories, the consumer is confused, and sales are lost.
4. Where is the display going to be set up and how will the location determine the design? There are many types of locations for display in every store: windows, walls, cases, gondolas or islands. The principles of display should help make the location work for the display.
5. Why is this merchandise being put on display, as opposed to other merchandise? This reason will determine the visual presentation and design. For example, if the merchandise is on sale, it will be displayed differently than regular price merchandise. Keep in mind that there should be enough backup stock to warrant a display. If not, do not display it.

Place sale or promotional goods in the front of the store for short periods only. If the sale or promotion lasts for several weeks, move the merchandise to the rear of the store. Interested customers will search out a bargain. Introduce the customer to new, exciting and creative merchandise with a display at the front of the store.