THEHERITAGE
CANADAFOUNDATION
Window Display
by StuartLazear
Windows are a retgilerts most
effective and least expensive form
They introduce
of advertising.
the retailer to the consumer,
creating a first impression that
often guides buying behaviour.
Window displays are directed
primarily at impulse purchases by
the pedestrian (who spends no more
than 10 seconds, on average,
passing a store).
Eye appeal is
responsible for gOt of impulse
sales, consequently an
understanding of the principles of
display and their attentiongetting qualities can contribute
to increased sales and profits.
The speeial advantages of window
display include:
r round-the-clock
eoverage
(particularly if display window
lights are left on at night);
o realism (display windows feature
actual merchandise, in full
colour, rather than pictures of
it);
o immediacy (the display and the
merchandise are in close
proximity; and interested
passers-by ean aet immediately);
o relatively low cost (effective
displays can be created using
merehandise and inexpensive
props).
This article will discuss the
steps and techniques for a
suceessful window display and will
be of use to anyone attemping to
improve their sales. The steps
include:
1. choosing a theme;
2. composing a display;
3. using colour effectively;
4. acquiring and making props to
reinforee your theme,
composition and colours;
5 . lighting the display;
6 . using backdrops to highlight
merchandise;
using signs effectively;
8 . rotating your merchandise;
9 . maintaining the frnished
display in frrst-rate order.
A pholo enlargementof maplelrees being tappedfor syrup was providedto
slores along Perth'sMain Street by the Main Streel coordinator.The slores then
developedindividualdisplaysaroundtheir "Feslivalof Maples".
t ,Tnoqmq
Success stories show that sales
are increased with windows that
The theme
are theme-oriented.
captivates the customerrs thoughts
and directs them to logieal
reasons for a purchase.
Inspiration for a window theme
can be taken from many areas: New
Yearts Day, New Yearrs resolutions; Heritage Day (national);
April Fool's Day; Victoria Day;
Oktoberfest; Christmas; Senior
Citizens' Days; Art; Sports;
Gardening; and so on.
The general theme is a departure
point for further creativity: What
type of merchandise captures the
essence of the theme? What props
and colours would be appropriate?
What slogans are suggested by the
theme?
TECHNOTENO. 14: WINDOWDISPLAY
32.00
':
Special Events
Keeping abreast of special events
may present unusual opportunities
for cooperative theme
presentations.
The arrival of a
carnival, for example, could
inspire the following coordinated
effort: the jewellery store Ring
l/laster has frcrowd-pleasingrr
specials; the toy shop Lion Tamer
is offering ltwhip crackingrt prices
on stuffed animals; the bicycle
shop 'rspins the wheelr of fortunes.
Sales Promotions
The Sales Promotion theme can
include:
r a general store-wide sale, in
January or August;
o a promotional sale for overstocked products;
o a promotional sale for a
specific line of merchandise for
Fall, Spring or Summer.
To attract attention to the sale.
mannequins could be draped in sale
signs or wear large garment bags
instead of clothes.
2 Gomposition
Arrangements and design stimulate
and draw the viewerrs eye to a
specific centre of interest,
creating 'remphasis" or impact,
through line, shape, colour, props
and the merchandise itself. One
effective way of balancing props
in a window is to use a pyramid
arrangement. This ensures that
the observerts eye does not travel
upward and out of the window.
Other display arrangements
include:
o step (placing objects at
different heights to give the
effect of stairs);
o zigzag (a variation of step);
o alternation;
o progression (of similar items in
varying sizes for a step-like
arrangement).
If there is sufficient depth in
the window, a circular flmr
Iayout with some objects in the
foreground and others in the
background will allow the viewerts
eye to move into the display.
3 Colour
Colour is one of the most
versatile and inexpensive elements
available to accomplish a desired
mood, create drama, or develop
impact in presenting merchandise.
Blue is cool. It makes people
think of sky and water and has a
soothing effect.
Deep blues are
also associated with
sophistication and royalty.
A
rich blue is one of the most
effective backdrops for crystal
and silverware displays.
6
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I
o radiation (the viewerts gaze
starts from a central point and
radiates out to a variety of
points ) ;
o repetition (of similarsized items spaced equally
apart);
_U
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O
z
3
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@
A pyramidalcompositioncombined
wilh simplerustic propscrealesan
effectivewindowdisplayfor men's
apparel.
2
ll,xl intn
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--+,
o
I
simplicity. The best arrangements
usually employ one or two main
colours and one or two accent
colours.
D'D [-,
lf you want a colour harmony, use
colours adjacent on the colour wheel.
ll you want contrast, use colours
widely separatedon the wheel.
Harmonious and complemenlary
combinations can be used together,
but the elfect is only successful if one
combination is dominant over the
other. Reproduced wilh permission
lrom Slore Design and Display for
Sales, p.9.
Red is warm. People associate
red with action and energy. For
this reason it is a popular accent
for sporting goods, Too many
warm accents can overwhelm a
display and divert the customerts
eye from the merchandise.
Yellow, orange or orange-red can
enhance the appeal of warm-weather
merchandise by involving the
customer in a warm, cheerful,
tropical experience.
Merchandise that is similar in
colour can be grouped together, or
entire windows can be dedicated to
shades of one particular hue.
The number of colour combinations
available to vrork with are almost
Effective displaY
limitless.
calls for restraint and
Main Colour/Accenls (trom Barbara Sexton, "Wlndow
Displsy Tachnlcal Manual" p. 9)
Blue,
Brcwn/
Red & whita
Rust & craam
Pink & white
Red & cream
Blue & shades ot blue
Mauve & cream
Gold & white
Other shades ol brown
Violel, green & white
Blacu
Yellow, white & red
Red & white
Rod,
Yellow, gold & white
Yellow E white
Bright grcen & white
Aqua & white
Aqua, white & light yellow
Boyal blue & white
Salmon & cream
Grssn,
Shades ot grey
Bright green, blue & white
Bright green & black
Red
Grey & white
Bust E cream
The Colour Wheel
The colour wheel shows the
colours of the spectrum in
relationship to each other. Colour
wheels are available at most
graphic supply outlets. Colours
which fall side by side on the
wheel (for example, red, orange
and yellow) are referred to as
analagous or blending colours.
Colours opposite each other on the
wheel are called complementary and
will be intensified when placed
side by side (e.g. red and green,
or blue and orange, or yellow and
violet).
The impact of complementary
colours can be thought of in
natural terms when you look at a
wheat field against a blue sky or
red berries against green holly.
Complementary colours are vibrant
and, if used in equal proportions,
will produce a combination that
can be irritating or shocking.
However, if they are used in
proportions where one colour
dominates the other. the effect is
more successful. Complementary
colours can also be used in small
areas as accents to draw customer
attention, for example, in signage
and graphics.
Experimenting with colour
combinations and observing those
which appeal to you and your
customers will help you develop an
effective use of eolour in
display.
4
Props
There are three main types of
props used in windows: mannequins
or body forms; decorative props
used to establish a mood or
setting; and structural props
which change the organization of
the window.
Mannequins
Mannequins present a lifestyle
approach to display.
Customers
TECHNOTENO. 14: WINDOWDISPLAY
stand at the window and see
lVhen a
themselves reflected.
mannequin display leads to sales,
it is because customers have had a
chance encounter with themselves.
Nlannequins in a window display are
often most effective when grouped
to portray an event or story.
Existing mannequins can be given a
fresh image with new paint or
make-up and a new wig.
Professional mannequin refinishers
can be located through your local
display suppliers listed under
Second-hand
"display fixturestt.
mannequins can often be purchased
from large department stores which
change their props more frequently
than smaller stores.
Decorative Props
It is possible to add variety to
a window display by using a
decorative prop which does not
directly relate to the
merehandise. Sometimes antiques
are placed in clothing windows or
sculptures in jewellery windows.
The association between unrelated
objects somehow makes both more
attractive.
Inexpensive props are everywhere
to be found: wooden bins or
packing crates; fabric remnants;
In the
old pieces of furniture.
Fall you could borrow a few
rakes, suspend them upside down
from the ceiling and hang outfits
on them. Pumpkins, gourds and
FalI leaves on the floor could
cornplete this simple display. At
Christmas, an old-fashioned
festive theme could be created
using antique furniture, skates,
sleds, trunks, quilts and
canisters. A large picture of
Santa mounted on foamcore (see
'rNlaterialsrr)could be placed among
the props.
A brief list of seasonalprops could include:
Fall: baskets,leaves,rakes,sprays,babiesbreath,
bulrushes, banners, geese, decoys, pumpkins.
Winler: trees, garlands, lights, gitt boxes, balls,
fabric on dowels, poinsettas, stockings, candy
canes, wreaths, styrotoam snowflakes, snow
fences.
Springi flowers/greenery,sailing-related items,
birds,sun glasses,umbrellas,tennis rackets,oars.
Soft-sculptured figures,
vegetables, animals, plants and a
variety of other items can be
constructed using canvas or felt
stuffed with cotton, styrofoam
chips or paper.
Silk flowers and dried foliage
can be placed in vases, baskets
and sprays tied with ribbons.
They can be used in their natural
state one season and dyed or spray
painted in another.
Posters and photographic blow-ups
can be particularly effective
props.
Borrowing items f'rom other
merchants is a way of cutting
costs. The price for the loan is
usually a simple acknowledgement
in the form of a courtesy card
placed in the window.
Structural Props
Risers are an easily-constructed,
effective way of balancing
merchandise and giving height to a
They are ideal
display window.
for store windows featuring
jewellery, cosmetics, hardware,
If the window
food and hobbies.
is large, it is advisable to use
more than one group of risers.
Risers can be made out of many
materials: wood; glass; plastic;
covered styrofoam; eovered
cardboard trsona tubestt; wooden
crates; merchandise boxes which
relate to the product being
displayed; wrapped gift boxes;
logs.
1986.
trFoamcoretr'consistsof a 3/8
inch layer of polyurethane foam
sandwiched between white paper.
It is easily cut and scored with a
matt knife and can be painted.
The cost is approximately $23.00
for a 4 by 8 foot sheet and it is
available from graphic and plastic
suppliers. Foamcore (or
foamboard) is available in colour
at approximately $40.00 for a 4 by
8 foot sheet.
rrGatorboardtf is similar to
foamcore but it is thicker (Il2 to
1 inch) and finished with a harder
plastic finish in either brown or
white.
It can be cut with a table
saw or a small electric power saw.
It is available from plastic and
some display suppliers at
approximately $72.00 for a 4 by 8
foot sheet (1/2 inch thick).
tfStyrofoamrr, particularly high
density foam, can be used for a
variety of purposes. Letters,
logos, snowflakes and many other
shapes are now available from
suppliers across Canada. When
styrofoam is melted, toxic fumes
are emitted. therefore extreme
care should be taken if you are
cutting out shapes yourself with a
hot wire.
rfCor-a-plasttr ressembles
corrugated cardboard but it is
plastic.
It is available in many
colours and has the same
advantages as foamcore. It is
available from graphic and plastic
suppliers at approximately $20.00
fora4bySfootsheet.
5 Lighting
Suspension
Suspended articles help to close
in a large window, aid in
centralizing the focal point of
the display and lift small
merchandise off the floor of the
display window, Display items can
be suspended using a light-weight
hobby wire or clear plastic
filament (fishing line) attached
to the ceiling or running
diagonally across the display from
anchor points on the walls.
Materials
Several materials which are
particularly useful in the
construction of props, background
panels and signage include:
trfoam boards'r such as gatorboard
and foamcore; cor-a-plast;
Prices quoted are
and styrofoam.
from Ottawa suppliers in October
TECHNOTE NO. 14: WINDOW DISPLAY
,,1
Lighting in a window should
create a desired mood, co-ordinate
parts of the total window and
promote the appearance of the
merchandise.
The major light source in the
window should come from the top
and as close to the window as
possible. It should be directed
in toward the merchandise, not
outward, toward the passerby.
When lighting mannequins in a
window, a spotlight should be
aimed at the waist to throw light
above and below the garment, with
another to highlight the face. If
therers a special detail about the
garment which justifies
highlighting,
a third spot could
be used for that purpose.
The advantages of incandescent
lighting are many: it most closely
approximates natural sunlight; it
gives merchandise the same
appearance and colour rendition it
will get in the customerts home;
it radiates a concentrated beam of
3
light which casts shadows and
enhances merchandise.
4
c
z
E
Incandescent spot lights can
radiate a great deal of heat. Low
voltage, limited-distance spots
that give off very little heat are
available.
Long-life lamps, however,
sacrifice light output for
The intensity of the
longevity.
light (measured in candlepower)
should be considered, together
with longevity, in selecting
lamps.
Ths tollowlng data trom Vbual Morchandldng (Ocrober,
.1986)
compares candlepower for lamps which have 2,0@
hours ot life.
Lamp
90 watt PARspot
90 wail PARFlood
120Watt ER
150Watt R Flood
150Watt R Spot
150Watt PARFlood
150WatrPARSpor
13,000
4,200
2.900
1,040
5,400
4,000
11,500
Beam
(in degrees)
30
75
120
50
60
30
The 90 W PAR Spot casls an intonse and narrowbeam
which ls suitable tor accent lighting. From a distance of
6 tset the 90 W PAR Spot wlll lllumlnal€ an area 3 teet
in diameterwhilo the 120W ER lamp would illuminatoan
area 9 feet In diametsr, suitable lor general,widespread
illumination.
Spotlights mounted on trtracks'r are
particularly suited to enhanced
flexibility in display lighting.
The track costs approximately
$10.00 per foot and the lights
vary between $20.00 to $60.00 per
The lights should be allunit.
metal to avoid risk of fire after
prolonged use.
Window display lights should be
left on all day and night, to take
advantage of round-the-clock
Effective windows:
advertising.
may entice people strolling the
streets after business hours to
return during store hours the next
day.
If fluorescent lighting exists in
the window it can be replaced or
supplemented with incandescent
Bare fluorescent
spotlights.
bulbs can be screened from view bY
using commercial plastic diffuser
panels.
6 Baekdrops
Panels made of fabric,
plexiglas,
wood, foamcore,
4
composition board and many other
materials can be used as backdrops
for display merchandise. The
panels can also separate the
display from surrounding materials
and the interior of the store.
Neutral colours like white, beige
or grey are particularly
appropriate for backdrops because
they do not compete with more
colourful merchandise. If bright
colours are used, they must
harmonize with the merchandise to
be displayed.
Creative use can be made of
shutters, vertical and horizontal
blinds and curtains.
7 Signs
I
Maintenance
All the effort spent on making an
attractive window display will be
of limited effect if the display
windows are dirty or covered with
posters.
Floors and backgrounds should be
kept clean of dust, cobwebs, dead
insects, pins and staples. A good
time for a thorough cleaning is at
change-over time when the window
is temporarily cleared of
merchandise.
References
Signs in a display window usually
announce sales, prices, and give
extra information relating to
display items (the designer, the
manufacturer, the material, etc).
Signs should be legible, brief
and should not compete with
display merchandise by
overpowering it in size or visual
appeal.
Using ready-made lettering
(e. g. letraset, letrasign,
enlarged typing, typesetting) or
the hiring of a professional
signmaker is preferable to amateur
hand lettering.
The professional
approach is surprisingly
inexpensive -- and creates a
better impression.
I
lights to cool down before
touching them.
Changeovers
In addition to regular
changeovers of merchandise and
props, frequent small changes such
as a new item here, altered
lighting there, can be effective
in drawing renewed attention to
the window.
Regular display changes can:
o introduce potential customers
to the full range of
merchandise available in the
store;
o co-ordinate support for other
promotional initiatives such as
media advertising of special
sales:
o protect display items from
fading, dirt and other forms of
deterioration.
Display changes should be carried
out as quickly as possible -preferably in off hours.
Replacement props and merchandise
should be assembled and ready to
go to keep unsightly change-over
time to a minimum.
Lights can also be checked,
cleaned and replaced at this time,
but remember to allow time for the
Cahan, Linda & Joseph A. Robinson
Practieal Guide to Visual
l\tlerchandising
John Wiley and Son Inc., 1984.
Colborne. Robert
Fundamentals of l4erchandise
Presentation
The Signs of the Times Publishing
Company, 407 Gilbert Avenue,
Cincinnati, Ohio, 1982.
Retail Council of Canada
Store Design and Display for Sales
210 Dundas Street West, Ste. 210,
Toronto, Ontario, 1986.
Sexton, Barbara
Window Display Technical
Manual
Main Street Canada, The Heritage
Canada Foundation, Ottawa, Ontario
1985 (manuscript).
nVisual Merchandising and Store
f)esign. 'r
Sign of the Times Publishing Co.,
407 Gilbert Ave., Cincinnati, Ohio.
Stuart Lazear is a professional
planner with extensive experience
in downtown revitalization and
He was the
heritage planning.
Heritage Canada Foundation Nlain
Street Coordinator in l\4ooseJaw,
Saskatchewan. He has worked in
display in Ottawa and Halifax and
conducted a seminar in effective
merchandising for the merchants of
Prescott, Ontario.
Feb.1987
Main Street Canadais a
programmeof The Heritage
CanadaFoundation,
P . O .B o x 1 3 5 8 ,S l n . B ,
O t t a w a .O n t a r i o .K 1 P 5 R 4
T e l : ( 6 . 1 32)3 7 - 1 0 6 6 .
I t i s d e d i c a t e dt o b o t h t h e e c o n o m i ca n d
l f d o w n t o w nC a n a d a .M a i n
a r c h i t e c t u r arle v i v a o
S t r e e tp r o g r a m m ea c t i v i t i e sa r e m a d e p o s s i b l e ,
i n p a r t ,b y a t e n - y e a cr o n t r i b u t i o nf r o m t h e
f e d e r a lD e p a r t m e not f R e g i o n a lI n d u s t r i a l
Expansion.
TECHNOTENO. 14:
WINDOW DISPLAY