How to Create Engaging Window Displays for Any Retail Space

Imagine walking downtown on the hunt to purchase new hiking shoes. You walk past a store’s window display of casual dresses and large signs that read SALE!,  but it’s too dark to understand what else they sell. Then you see another shop with mannequins dressed in hiking clothes, shoes, backpacks, and hiking poles as props. Large photos of backpackers hiking in the mountains line the upper parts of the windows sharing their customers’ hobbies while allowing you to see their footwear wall inside. Which store do you choose to visit? 

Window displays are retail stores' “first impression” for customers. They make or break a customer’s decision to even look at your selection of merchandise. In this article, you will learn how to create an engaging window display for your retail shop, no matter the size or shape of your space. 

Identify the Story of the Display

Retail is competitive. You are actively losing sales if you don’t have window displays that draw people into your store. The best way to get people inside your space is by telling them a story with your window displays. Start with one focal point per display. This can be a message or a product, but everything else needs to revolve around that one point.

Patagonia Park City (June, 2024) created a minimalistic window display that speaks to their commitment to sustainability and quality gear.

Consider Placement and Scale

Window displays at street level are primarily directed at people on foot. Meaning your most important messages need to be put at eye level. Multi-level buildings with high windows need to be geared towards vehicle traffic or users walking from far away. These window displays need to be at a larger scale and simplified so users can understand the message from far away.

 In Arc'teryx Seattle (April, 2024), this window banner is easily readable, double-sided to create interest from both the inside and outside of the store, and has room for natural light to enter the store.

Add Intriguing Elements

Window displays are perfect for adding unexpected flair. Moving elements attract much more attention than static windows. This can be a digital display, a flip letter display, or interactive lighting. If you can’t figure out how to add physical movement, think of ways to draw the user's eye to specific parts of your window displays. Bright pops of colors create movement inside static displays and can get people’s attention from further away. For stores that are open later or want to show off their window displays into the evening hours, track lighting is essential and can help add movement. When adding intriguing elements, be mindful that less is more and the interior should look just as good as the exterior. Every detail needs to support the story, not overthrow it.

Coach Salt Lake City (June, 2024) added small text on the frames of their windows that draw the users in closer. This unexpected flair makes this store stand out and demands the user's attention.

Portland Leather Company (April, 2024) created simple yet dynamic window displays with interactive lighting and color, and layers to add depth and interest. We also love how amazing this display looks from all angles!

Use legible graphics on tinted windows

Stores with tinted windows can be difficult to create interesting window displays simply with merchandising alone due to visibility constraints at different times of the day. Adding legible graphics will help your store stand out amongst the crowd. 

Choose legible text in an easy-to-read color. White text has the best contrast on a typical tinted window. Note that UV rays will damage graphics over time and cause your window displays to look old and out of style. Opt for print materials with UV protection for graphics that won’t be changed out seasonally (these will have a lifespan of one to two years at the most).

When applying graphics:  Applying paint or vinyl graphics to the exterior provides the best visibility, but can weather over time or be damaged by passers-by. Window clings applied to the second surface (interior side) is the best compromise to guarantee longevity.

Patagonia London Pop-up hand painted their message on the exterior of the window in white for extra contrast.

Invest in Flexible Systems

When designing a new store or working on a refresh we suggest adding a ceiling grid or track systems to allow for flexibility for window displays. These systems allow you to hang banners, layer products at different depths, and switch out displays with ease.

KUHL Seattle (April, 2024) has a ceiling grid system that allows for hanging displays on multiple layers. Double-sided graphics allow you to look your best on the interior of the shop as well.

Consider Your Materials

Silicone Edge Graphic (SEG) Lightboxes are a great asset to have in your window displays and are often more visible both in the daytime and nighttime than other options as they are internally illuminated. If you want a less expensive solution, a simple canvas banner can be just as effective and can be layered behind vinyl window messaging to add depth and interest. There are also a variety of sustainable options available for window displays including rigid recycled cardboard materials that you may print on and recycle once they have hit the end of their lifespan.

Athleta University Village (April, 2024) has vinyl messaging on their window as the focal point, and then layers in behind a floating double-sided SEG lightbox in their window, hung from above.

Update Displays Often 

Changing out your window display every 4 weeks is a best practice for merchandise-driven window displays. Investing in long-term window displays with custom graphics can live as long as 6-12 weeks depending upon how impactful they are and if they continue to align with the season.

Cotopaxi Salt Lake City (June, 2024) utilizes a seasonal lightbox display to carry over for multiple months. Notice how they add propping with plants and equipment to add depth and interest.

Ready to Become Unforgettable? 

With over 15 years of architecture, in-house brand, and design agency experience for influential brands including Patagonia, Arc’teryx, Nike, Adidas, and Garmin, Feels on Brand is the go-to retail experience design studio for the outdoor industry. Our studio is built around helping purpose-driven, environmentally-minded, and inclusive brands thrive in the ever-competitive retail space. Together, we'll help navigate designing and implementing your next retail brand experience. Learn more about working with a Retail Designer or schedule a design consultation.