A beautiful store window is a true work of art, and I never tire of looking at the photograph of this wonderful New York shop.  Retailers wear many hats, including visual merchandiser, but not many of us have artistic training.  Learning a bit about the design elements that go into a good painting or sculpture, such as balance and color harmony, can help us create better window displays and in-store merchandising.

Any study of art usually starts with art appreciation, and learning about design for visual merchandising is no different.  Study displays and store windows that appeal to you, and ask yourself why their design works so well. You might even create a scrapbook of display ideas that you can look to for inspiration.

The first thing that you notice in the photo of Teuscher Chocolatier’s window is their name. A font and type size has been chosen that is classic and easy to read — and it fits perfectly in the space above the storefront. 

You may not be able to see it in the photo, but the name is repeated in gold print on the glass of the windows.  This reinforces their name and makes it an integral part of the window displays, and although it is in lower case letters and a different font from the sign (both of which would be greeted with cries of outrage by the “ branding” police), the effect is attractive.

The symmetry of the signage is repeated in the two different window displays. They both feature some of the same figures, and yet the merchandise is not identical.  The fact that they are similar in color and composition makes the store pleasing to the eye, and draws you in.

The colors in the window, which are also used on the product you can see on the shelves through the doorway, were selected to create a harmonic effect.  The way that colors work together is an art in itself, and you might want to study it in order to improve your creative merchandising. (Take a  look at the Color Theory section on the Color Matters web site.) You too can create displays that delight the eye, and make shoppers want to buy whatever goods you are featuring.

Happy Retailing,

Carol “Orange” Schroeder