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.

Do and Don't: Window NO NOs

When small stores need the window space to merchandise products for sale, one way to create this set-up is to group things by colour within a category to make it look like products belong in a single theme.

DO: With multiple items from different suppliers, this window still maintains its integrity simply by being grouped by colour. The large clear vases on the right most of the top table was filled with coloured water that matched the overall colour theme.

DON'T: Avoid displaying item together that have no relation to its use. For example, footwear with Canadiana souvenirs, or baseball caps with formal wear brooches together in one window.

Do and Don't: The Perils of Live Mannequins

DO: This example of a window display using live mannequins show professional models working their best to create interest in the store and their products.

DON'T: This female model is indeed creating interest, just not in a positive way. I do feel bad for her, however she is supposed to promote merchandise, not show how tired she is.

Do and Don't: Worn and Torn

DO: Storefront or window signs are a great way to attract customer attention. Hence careful inspection of this for signs of wear and tear is a MUST. After all, this sets the customers' first impression of your store.

DON'T: Not only is this sign worn around the edges, there is a big hole right in the middle too!