Due to the boom registered by online commerce in the last couple of years, retail stores had to rethink their customer strategy. As such, the window displays became even more important since it’s a potential customer’s contact with the store.

Through the window display, a store can communicate a wide range of messages, like the type of products available, discounts, the general atmosphere, or present the brand. Furthermore, window displays are specially arranged to let everyone walking by know if the store would fit their needs.


Overall, window display arrangement is an art and requires a unique combination of skills. Therefore, today we’ll look at how window displays communicate with customers and why retail stores invest time and money. 

Why are Window Displays Important?

As we already mentioned, the main purpose of a window display is to attract the target audience. But why does it have to happen this way? Isn’t there another way retail stores can attract people to step inside?

While there are other ways to let people know about the brand and its stores, the window display has a unique role. Besides showcasing products and discounts, window displays also talk about the level of customer service and care potential buyers can expect from employees. 

Moreover, stores use creativity and ingenuity to set themselves apart from similar stores in the area. It’s a race to catch and keep the attention of people passing by. The window display is just like an invitation to an event (let’s say a wedding) – if the invitation is catchy and provides enough details, the receiver may be more interested in participating.

And just like people use a wedding invitation maker to create unique designs, high-end retail stores use a professional to create some of the most astonishing window displays. This professional is called a window display designer, and their job requires using a unique combination of skills, such as creativity, communication, time management, and space design. 

Techniques Retail Stores Use for Window Displays

It’s enough to look at the giants of the retail world, like Mango, Zara, or H&M, to see that the window display is not something they take lightly. Even though they use the same space, each new design looks fresh and enticing, which is exactly the point. 

So, how do the big brands manage to do this? 

As it turns out, there’s an entire field dedicated to this aspect, called visual merchandising. Moreover, there are plenty of studies that help merchandisers and designers understand how a potential customer thinks and what will attract a passerby’s eye.

Over the years, retail brands have devised several fool-proof techniques that help keep things interesting and fresh.

The Rule of 3

The rule of 3 states that retail stores should display their products in sets of three. This way, the viewer won’t feel overwhelmed by the amount of information. Plus, it’s easier to get this type of image ingrained in people’s brains. 

Themed Display

One thing window display designers and visual merchandisers know well is that the decision to purchase is quite often a subconscious decision. This means most of us shop based on emotions rather than logical facts. 

This is why buyers react better to a themed display that tells a story. Through storytelling, you allow observers to connect with your products and create a bond. Once this happens, they’ll most likely waltz into the store trying to decide which (not if!) product is best to buy. 

Precise Lighting

Lighting helps highlight the stars of the show (aka the products the store wants to push). So, to create emphasis, window displays will use precise lighting to direct the viewer’s eye. It’s also a trick to make the display look more attractive and dynamic. 

Key Takeaway

In a nutshell, window displays are like the cover of a book or the trailer of a movie. It’s the way retail stores promote their brand, products, and quality of services.