Do and Don't: Amazons Viewing Windows

When displaying merchandise in a window, what is the ideal height? I always thought that its always best when the eye hits the chest area of the mannquins or close to the main feature of the clothing being promoted. Now the question is whose eyes? Someone who is 6 ft. tall or someone less than 5'5"?

DO: I like how the mannquins are just the right height, with my eye hitting the chest area. The lighting also hits this very area, hence drawing the eye to the spot. The strategy of repetition is successfully implemented and indeed makes an impact.

DON'T: I do like the repetition but my eyes hit near the knee area of the jeans. Viewed from afar, this height may be ok, however at that distance one cannot see the jean details. Besides the negative space below is too jarring isn't it?

Do and Don't: A Window is NOT a Stockroom

It never ceases to amaze me when retailers fail to treat their shop windows with the respect it deserves. What a wasted opportunity– a chance to attract attention and sell the very merchandise on display. Too bad!

DO: With space at a premium the window is used as an introduction to what customers may expect inside the store. What an inviting display!

DON’T: This picture says it all– how the retailer simply must not care anymore. It does not matter whether one is a discount retailer or even a resell shop. Merchandise must be treated with dignity or else customers fail to appreciate its value.