How To Design Your Store-Front


The Power of Visual Merchandising

You’ve got a great product, your advertising is set and in motion, your branding is top-notch, your planning is airtight and you are officially ready to open a store of your own. While inventory management and staffing are important factors to consider, the most important is visual merchandising. Visual Merchandising sounds complicated but it really is just how you dress your store up and entice your customers visually into making a purchase. Your window displays are the first thing your customers see and are the first point of communication with your customers (both existing and potential)  of what you have to offer. Creating an evocative window display can immediately affect consumer behaviour and draw them towards your store! This is your garnish on your cake, the final edits you make to a photograph to make it alluring and artistic – and here are the best ways to go about it.

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The Louis Vuitton Store in Paris really knows how to add drama! Photo: The Spaces

The Power Of Story Telling

Your display should be able to tell a story. Think of working in a single theme, with all the elements of the display working towards telling the same story. If it’s a holiday (think Christmas, Valentine’s Day, Diwali), go for a specific theme that your customers would immediately link to the holiday. Valentine’s Day, for example, works perfectly with products in the shade of red, hearts hanging around and other elements that add to a warm, fuzzy and romantic feel. Christmas and the holiday season work well with products that are suited for parties and gifting and decor that sparks light, the spirit of sharing and joy. Whatever the story, focus on making your decor, cohesive.

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We love the strong contrast of colours that Anthropologie uses! Photo: Anthropologie

Create A Focal Point

Take a look at your store window from afar. What part of the display window is in your vision from most angles? This becomes your focal point. Whatever you design for the display, the focal point is where the action should be. You can hang decor elements from the ceiling, create displays with props or do whatever is required to ensure that the most attractive and important merchandise is visible at this point. All your prospective customers are going to be attracted to your store based almost entirely on this, so do your best!

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Marc Jacobs nailing their window display with this humongous pink elephant! Photo Credits

Bold is Beautiful

Don’t be hesitant about going all out with your plans! The idea is to grab the attention of every passerby, even if it ends in them getting a photograph with your display. You’ve got aesthetic and you have a unique, tasteful sense of style, so don’t hide that. Explore colours, shapes, and components that make your store stand out from the others. But with free space for creative experimenting comes responsibility. Going too over-the-top runs the risk of your display looking distasteful and gaudy. Keep it artistic and simple; too many elements will ultimately overwhelm your window display and drive potential customers away.

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Simple but striking use of colours makes this storefront stand out separately! Photo

Compare and Contrast

A great tip for arranging the display elements is to position dark and large parts closer to the bottom, and the light, smaller bits closer to the top, all the while seeing to it that the display is well-balanced so as to create a harmonious visual. A poorly balanced display will look unplanned, unattractive, and even elicit stressful emotions.

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Lighting isn’t just about showing your products, its also about creating a mood. Photo

Lighting is Everything

What is the point of making an effort if it’s not going to be visible? Lighting is such an underrated part of window displays. It is absolutely crucial to have the right lighting in order to not only bring attention to the focal point of the arrangement but also create a mood for your display. Lights on top of the display usually leave a lot of shadows that affect the setting, so lights from the sides or the front work best.

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Finishing Touches

Taking one step back will help you take two steps forward. Assess what you have done so far. Take a good look from every angle, every distance that you had previously considered and see whether what you’ve done works for each perspective. Allowing yourself pause and distance will help you refresh your view and keep you on track for the stunning display that you’re planning!

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This striking pink door and contrasting white typography has our heart. Photo

Rinse and Repeat

Window displays aren’t meant to last forever. Keeping your store look fresh will keep your customers coming back. Getting those creative juices flowing every few weeks is effective not only for visual merchandising but also your products!


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