As an eyecare professional, chances are your strong suit isn’t visual merchandising. To help, we offer 7 tips on how to create stunning windows that will make your displays pop and product sales rise.
The K.I.S.S. (keep it simple) principle definitely applies to windows. Don’t overdo by putting too much product in the window or by using too many props in it. And make your backdrop a neutral color so that the focus is on what’s in the window, not behind it.
Your window is the first point of contact, so don’t ever turn window or store signage lights off. And, make sure your hours sign is well positioned and visible as well.
Keep the main part of the window display at average eye level from outside, but in terms of what’s in the window, don’t place everything on one level. Using what are called risers — or anything else you want to put product on — of different sizes will help vary the height of and increase interest in your displays.
Professional visual merchandisers create their displays in a triangle shape. Take a look at retail windows, and even at famous paintings like the Mona Lisa, and you’ll see the principle in use.
Always cluster your product in groups of three or five because odd numbers, not even, have been proven to grab the eye. Check out retailers whose windows you like. Their displays will always feature odd numbers of elements or product.
When displaying multiple products, a good rule of thumb is to work from light to dark or warm to cool. However, don’t be afraid to use pops of a hot, trending color for emphasis. To find out what colors are big right now, go to The Pantone Color Institute’s website, www.pantone.com. They provide color trend information on what’s au courant in fashion and at retail by season.
Lots of merchandisers buy their display product at outlet and dollar stores. It’s all about re-using those items. A flower pot turned upside down is a riser, for example. Right side up, it can hold eyewear or accessories. Re-purpose that flower pot for summer and fall. Paint it red for a Fourth of July display, for example, and then orange for Halloween.
Here are a few other seasonal suggestions.
July 4th: Red, white and blue, obviously. Looking for something different? Then follow a vintage theme… a faded flag as your backdrop and ‘antiques’ from thrift stores — like a period watering can, a well-worn teddy bear, an old fan, and a vintage table. Any or all could hold eyewear, though it would be best centered on the period table.
Labor Day/Back-To-School: Recycle, repaint, recover props from July 4, and replace the vintage table with an old school desk or 1950s blackboard. Write a message in chalk for all to see.
Fall: Repaint those flower pots brown or orange. Cover the base of your display area with fall leaves, stand ‘a family’ of brooms bristles up and add glasses to turn them into faces. String pine cones for a backdrop (then spray them gold and silver for December).
Whatever the season, have fun. And, when shopping for props, think re-use, recycle and re-purpose.
Do you have creative visual window display ideas for your optical dispensary? If so, please share any tips or suggestions below and join in the conversation on our ClubZero Facebook page page here.