They say the eyes are the windows to the soul. If you own a retail store, your window displays should invite shoppers to take a peek into your brand’s soul, your products and your store. They should play a key role in your broader retail Merchandising plan.

Visually merchandising window displays should be approached like any other sales and marketing tactic. You need to establish goals, create a plan, execute that plan and monitor results.

If visually merchandising window displays has you stumped, worry no more. Check out our list of 29 helpful tips to take your window displays from lackluster to standouts on your block or in your local shopping mall.

Master visually merchandising window displays with these essential tips: 

1. Plan in advance – It takes time to come up with a great idea and bring it to life. Give yourself at least one month from idea conception to completion. Better yet? Try planning one year out. Even if you start with a theme, (holiday, season, weddings, back-to-school, etc.) use that theme as a launching pad and add details over time.
2. Keep it fresh – Update your window displays regularly – at least every one to two months. If people see the same display for months on end, they’ll stop looking your way.
3. Never stop looking for new ideas – Make a point to seek out new ideas (procrastinators – set aside time), then keep the best on file. Pinterest is a great place to find inspiration for window displays, and it’s easy to save ideas there.
4. Brush up on interior design principles – Learn how contrast, balance, proportion and color work together to grab attention.
5. Design around a focal point – What point of interest or product do you want people to hone in on? Position that item at eye level, then add layers of interest above and below.
6. Focus on customer wants NOT needs – Shine a light on those little (or big) luxuries that excite customers. Visual wants leave a lasting impression, needs do not.
7. Merchandise around a theme – Start with seasons, colors, holidays, special events and the like – then integrate your products into the theme in a deliberate fashion. For example, fashion a heart out of your bright red or pink products for Valentines Day.
8. Tell a story – Create scenes to help shoppers envision how they would use, enjoy and experience your products.
9. Go for bold tones and shapes – Brightly colored products, signage and props draw crowds.
10. Choose a balanced, cohesive color palette – Don’t go overboard with too many colors. Shoppers won’t know where to focus.
11. Avoid monochromatic themes – An all-white color palette will fade into the background and won’t get noticed. Use a minimum of three colors.
12. Keep the lights on – Use creative lighting techniques, such as down-lighting or up-lighting to highlight key products, just be careful to avoid casting shadows.
13. Include images shoppers can relate to – Consider placing photos of customers using your products, living the lifestyle you’re selling or giving testimonials about you in your design. Relatable is good.
14. Frame the display with props – Props create interest then drive the eye toward your focal point.
15. Be different – You don’t want to look like every other store on the block. Don’t blend in, choose ideas that set you apart.
16. Make ‘em laugh – If it’s appropriate for your brand, insert humor into your window display. Funny is memorable.
17. Create a selfie opportunity – Design a window display that is so fun and interesting people wanted to take a photo and share it with friends.
18. Use the element of surprise – What props or design elements can you include that passersby wouldn’t expect? Surprising experiences are memorable too.
19. Use signage to your advantage – If you’re offering a new product line, designer, special discount, etc. – say it with signage – just make sure to be clear and concise.
20. Get noticed from a distance – Include signage or lighting features that can be seen from afar.
21. Avoid tacky signage – Those big old SALE! SALE! SALE! signs look tacky and cheap. You don’t want people to associate tacky and cheap with your brand, do you?
22. Hire a professional to produce signage – In most cases, handmade signs look – you guessed it – unprofessional.
23. Don’t block the view – Allow people to see through your window display and into your store. When people see other people shopping they’ll be more inclined to stop in and see what the fuss is about.
24. Feature products that don’t shine on a shelf – With window displays, you can highlight products that don’t come to life unless they’re removed from the box and set up as they would be in the customer’s home.
25. Feature large and/or high-ticket items – Take advantage of the space to display large items that wow or spendy items you really, really want to sell. Big, interesting and expensive items draw people inside.
26. Avoid clutter – It’s OK to feature several products and props in your window displays, just don’t go overboard. Clutter is distracting and passersby won’t know where to focus.
27. Refresh holiday themed windows as soon as the holiday ends – Otherwise your brand will look outdated and lazy.
28. Clean displays regularly – Wash windows and vacuum up dead insects, dust and cobwebs.
29. Don’t forget the sidewalk – Clear the outdoor area of debris and consider adding flowers or other plants to elevate the space.

So what are you waiting for? By putting a proper retail merchandising plan in place, more shoppers will walk through your doors, peruse your in-store displays and purchase your products.

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