Transforming Your Storefront Window Advertising into an Experience
In the crowded retailing atmosphere, storefront window advertising offered on the store front cannot be regarded as a passing decoration since it also provides an invitation to enter. The spectacle is not only advertising its products, but it evokes curiosity, emotion and makes an individual feel engaged in a story. Your window to the store must not fail to do what the digital screens will never manage, keep people away; in order to bring people closer it must be something, something they cannot get anywhere but in the window of your shop because it is the only place without digital screens and sensory impressions.
Developing an Emotional Relationship
The window is an area that most stores use to stock merchandise but most successful retailers consider it as a place that can be used to communicate feelings. People do not make purchases just because it is available on the market. They are usually drawn to its appeal to their feelings in most instances. Close exhibition can result in excitement or even nostalgia or even the sense of belonging in just one look.
Think of a bookstore at winter afternoon. It is a small table on the other side of the glass with open novel on it, a burning lamp and mug of cocoa. The cold air outside even makes that scene inviting. You did not plan to pick up a book but suddenly you just feel like going into that scenario. It is the power of emotional story telling in a shop window. It achieves this relationship through colors, textures and lighting. Warm colours are friendly and cool can tell you of, class and refinement. It is not just about presentation of products but about developing a feeling by making them intertwine.
To be Memorable the Use of Senses
Even though most of the storefront window display utilizes sight as the primary instrument, the most vivid ones can be interpreted as an exercise in tantalizing all five senses. By the way in which soft materials fall you may even externally imply the feel of them, or you may by the brightness of fresh flowers indicate the coolness of that material. On other occasions a whiff of a bakery or a candle store can sneak out in the street and the display has already been set up when a person walks inside.
A clothing store would give warm light an opportunity to pass out into the street and give their clothes a warm and luxurious appearance. A cafe may have the fresh pastries next to the window and it would just be like the telltale of how good they are judging by their golden crusts. One might have a home decor shop with background music that is faintly audible outside the shop and this sets a mood before you have even laid your eyes on the whole collection within the shop. All these senses work together in order to make the experience something more than what they will remember even after sight.
The Storytelling To Welcome People
The best window displays are not just the stories of how to tell them, but they tell them in the manner that requests you to be a part of them. A fashion shop can create an interactive environment where a fashion stylist is assembling clothes before customers and they come to see. A children shop could build a fairy tale small town, having a little train circling around and involving childish wonder. These windows murmur, with not a word, approach me, there is more within.
The invitation may be dramatic with regards to lighting. A balanced light concentration puts the focus in the middle of the presentation and the less strong shadows created create a sense of depth and enigma. Not just decoration, but the creation of a moment which shifts the line between the street and the interior of the store. When it is well done, a storefront display can be less of a fence and more of a bridge as it causes people to act when they are interested.
Why Experience Beats Products
Lastly, it is not exactly what one sees in the window that they will remember about a store. They remember the moment. A guest might not recall the name of a store but will recall the summer image it evoked with bicycles leaning on painted fences, fresh flowers thrown in baskets and soft jazz in the air. A resident of the neighborhood can be walking to his job walking through a dozen stores and remembers the store he passed where snowy flakes gently danced beneath a winter street lamp.
When your display transcends beyond the selling side to the feeling side you are not competing on what you are selling any longer. You are selling atmosphere, something special, something of inspiration, something they can walk into. That is what makes people revisit a retail world that is never standing still. So there is no need to wait and write your story.
