Secrets of storefront design

A shop window is a very important part of a business, its proper design largely determines the level of sales. It performs the functions of passive advertising, attracts customers and can even influence their choice to a certain extent. According to the studies of scientists, the consumer does not perceive the shop window as an advertisement, so it is not an irritant.

Modern media space is oversaturated with advertising product, which often repels buyers. That is why a shop window is an ideal option for hidden advertising.

Why it's important.

According to the research of scientists, most shoppers, about 80% enter stores guided by the desire to buy something, without certain desires. A properly designed shop window is an ideal incentive to make a purchase, stimulates shopomania - the momentary desire of a person to buy something. Also, the showcase can make the buyer a regular. Among the main functions we would like to emphasize:

• familiarizing customers with the assortment;
• preparation for spring, for fall - seasonal arrival of goods (especially relevant for clothing stores);
• Familiarization with holiday promotions, such as special offers for the New Year;
• formation of aesthetic taste and acquaintance of visitors with the latest trends in fashion, cosmetics and lingerie production.

What factors are taken into account?

The following factors should be considered when designing the face of the store:

• The flow of potential buyers, passers-by. It can be small medium and intensive. It depends on the location of the store;
• Orientation: broad consumer audience or narrower. This is determined by the pricing policy: low, medium, high price segment;
• Type of goods: clothing, groceries, cosmetics, lingerie, costume jewelry.
• From what the assortment is formed - brands, trademarks.

Taking into account these factors, it is necessary to form an image of the store that will attract visitors. The main principle is to interest a passer-by and turn him into a buyer.

Degree of influence

To evaluate the effectiveness of a storefront design, you need to order a special study. This is inconvenient and expensive. But science says that it is possible to design a shop window with an efficiency index from 0 to 300%. It is difficult to give any advice here in the age of freedom of creativity and departure from traditional canons, it is difficult to predict what will interest passers-by and make them come into the store.

Decorate the face of the point of sale should be so as to draw the attention of potential customers. Light plays a huge role hereespecially in the dark, it should illuminate the composition of goods. It is not necessary that it is a bright constant stream of light. Lighting can be made muted, mixing different colors.

An important requirement is that the design should not reflect the entire range of products. It is better to create some intrigue, so that passers-by will be interested to know what the store offers inside. If it is a grocery store, effective advertising will be a variety of compositions, from the proposed range. Immediately give your attention to ideas on how to beautifully decorate the window of the grocery store:

The main thing is to periodically change the design of the showcase. Such dynamics will definitely attract customers.

In this case, it is necessary to take into account the seasonal features of the spring to make everything bright and flashy, to autumn - in the style of rational restraint. Do not be afraid to experiment. The actual design of the shop window is more of an art than a science.

The exception is. food sector. Here everything is laid out and arranged according to planograms, which are based on the research of scientists and marketers and are aimed at promoting a particular product. In other words, the store sells what it needs.

Examples of creative design

It should be remembered that people are always attracted to anything unusual, non-standard. Even if the design will cause negative emotions can be considered that the showcase is effective. The composition of goods on it has fulfilled its function, because the main thing to cause emotions, and their polarity, in fact, is not important. Neutral attitude, indifference can be considered a failure.

The photo is an example of an advanced design using modern technology:

This is a virtual showcase, where the assortment is displayed on huge screens. The convenience of this method lies in the ability to quickly change the image, create new original compositions.

More often than not. supermarkets use billboards with the image of the promotional productwhich play the role of design. In general, it is quite difficult to find an example of creativity in the grocery industry, because it is very rare. However, we still tried to find ideas of original decoration of shop windows and provided them above.

It's a completely different matter with clothing stores. This example will definitely attract the attention of passers-by. It is designed for the consumer who likes a creative approach to everything, and accordingly the formation of style in clothing.

Another example of creativity is to create a mysterious, intriguing store image.

One of the most lucrative areas of commerce perfumery. There are so many cosmetics on the market that the one who can lure the customer will be on the end. And then offer him the optimal quality and acceptable price. But the first step, the trap is the design of the showcase, such as this:

The second example shows that the design does not necessarily have to be thematic. There are no cosmetics here, so the showcase encourages people to look into the store and find out what they sell there, and that's all the salespeople want.

It is relatively easy to design a store window specializing in. These are mostly mannequins showing the highlights of collections - the sexiest models. It is on the seductive forms that the bet is made.

It will not be difficult to decorate a shop window for the New Year. Here you can use traditional symbols of the holiday: snow, a Christmas tree, garlands, toys, gnomes, Santa Claus, Father Frost, Snow Maiden, Santa Claus. All these elements can be arranged as you wish and used as decoration for the goods. If you want to decorate a shop window for the holiday with your own hands, we recommend you to familiarize yourself with an interesting ready-made idea that can also inspire you:

As you have already realized, you need to decorate the store window in such a way as to interest passers-by and make them come into the store, then the sellers take over. In this case, do not be afraid to experiment and look for your own style. It should be remembered that all studies of scientists are very conditional and do not reflect the interests of the vast majority of the consumer audience.

Accordingly, they should not be relied upon in their entirety. It is necessary to take into account only certain points. We hope our advice has helped you to understand how to design a storefront original.

It will be interesting to read:

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• How to increase profits in a grocery store
• How to open a lingerie boutique