The What, Who, and Why of Window Display Design
The What, Who, and Why of Window Display Design
Often I get asked what businesses or retailers can do better with their storefronts, especially their window displays. You might hear suggestions from experts like better signage, improved lighting, or creating a strong focal point. These are all solid recommendations (and ones I’d make too), but I like to start with the big concepts.The what, who, and why need to be answered quickly and clearly for each person walking or driving by your storefront. I mentioned these questions with my interview on Northern Life, will really dive in here.
Ready for the questions?
The What?
What do you sell? What is your primary business?
Some of you with names that incorporates your product, like “Patricia’s Pastries” or “Tires Plus”, answers the what quite easily. But if your name doesn’t clearly communicate what you offer, your window has to pick up the slack. This can often be accomplished with clear signage or a thoughtful product display. If people can’t tell what you sell in three seconds or less, they’ll likely keep walking.
The Who?
Who are you as a brand or business?
This one might be trickier to communicate, but believe it or not, it still comes through. First impressions are formed in milliseconds. Your signage, storefront, and window display are all sending message. Are you playful? Sophisticated? Eco-conscious? Family-focused? The colors you choose, the props you include, and the way you style your windows all help tell your brand story. People connect with businesses that reflect their own values, or who they aspire to be.
The Why?
Why should someone come in?
We’ve all seen the giant red “SALE” signs shouting from the windows and they draw customer inside. Sale signage create urgency and speak to the bargain hunter in all of us. That’s just one method to draw someone into your store. Another effective strategy is showing how you fill a need or want. Examples of this would be “5 Great Summer Reads” or “Our New Must-Haves”. Lastly, don’t underestimate the power of curiosity or strong emotion. Making someone stop in their tracks due to an interesting storefront or elaborate window display can draw a person into your store and even make them a loyal customer.
Does your storefront answer the what, who, and why?
If you’re not sure, ask someone walking by. Ideally, they’ll describe your store the way you want it to be perceived. If not, it might be time to head back to the drawing board.
Once you’ve mastered the what, who, and why, you’re ready to take things to the next level. From there, we can dive into ways to make your storefront and display windows even more eye-catching and impactful. Get my free guide “turn don’ts into do’s: window display edition.“
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Turn Don'ts into Do's: Window Display Edition
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Discover the common mistakes that make customers keep walking and what to do instead. This free guide will help you fix them fast so more customers stop and step inside to see what you have to offer.
Are your window displays working for you or against you?
Are your window displays working for you or against you?
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Your window is your storefront’s first impression and in a busy marketplace, it needs to stand out. I create thoughtful, on-brand window displays that communicate who you are, what you sell, and why someone should step inside. From compelling product arrangements to purposeful signage that supports your story, every element is designed to draw attention, spark curiosity, and turn passersby into paying customers. Whether you need something seasonal, narrative-driven, or simply eye-catching, I’ll help you create a window that works as hard as you do.
Window Display Design
Vacant Storefront Activation
- Window design for businesses with 3+ locations, including materials and setup guidance.
- Four to six curated window updates per year to keep displays fresh and engaging.
- Temporary design installations that transform empty spaces into eye-catching displays.
- Custom window design and installation for individual businesses.
- Installations for interior displays or seasonal setups that refresh your space.
- Impactful pop-up design or brand experiences that capture attention and drive engagement.
- Custom plans to set up or revamp your store for better flow and product placement.
- Evaluate your sales floor and find ways to boost customer engagement and sales.
Store Planning +
Pre-Opening Strategy
Opening a new store is exciting, but without intentional planning, it can quickly become overwhelming or inefficient. I help you set the foundation for a shop that’s not only beautiful, but functional and profitable from day one. Through strategic fixture placement, inventory mapping, and traffic flow design, I ensure your space is set up to encourage browsing, increase dwell time, and boost sales. Whether you’re starting from a blank slate or refining an existing plan, I’ll guide you through smart, sales-driven decisions that save you time, money, and second-guessing.
Visual Merchandising
Visual merchandising goes beyond good looks—it’s about creating a store environment that guides customers, showcases your products, and drives sales. I offer hands-on support and expert guidance through three core services:
Visual Merchandising Audit
Seasonal In-Store Updates
Strategy & Staff Training
You’ve got the lighting, fixtures, and store design, but if your displays still fall flat, the right props can make all the difference. I’ll assess your current visual setup, including existing props, mannequins, tables, and shelving, and recommend (or source) the pieces you need to elevate your merchandising game. From risers and pedestals to textiles and display accessories, I help you create dimension, add interest, and build displays that encourage shoppers to stop, touch, and explore. Thoughtful props turn simple setups into selling moments—and I’ll show you exactly how to make that happen.
add-on Services
Merchandising Prop Packages
