PULL™ Magnetic Fixtures

by Andrea Theisson

Window displays can be every bit as creative as any artists’ canvas or gallery-space. The unusual, the moving object, the bright, the witty, and, sometimes, the sublime will make the difference in grabbing attention.

There is also the inevitable peephole approach…it is irresistible to have a small opening in a large window, with a great display inside, but the passerby must walk up and peep in. It is tempting, titillating, and just plain fun.

Large items can be hung or displayed at odd angles to make an impact. How about a flying canoe, full of summer items? Books can be stacked to the ceiling. Mannequins can be piled in one corner in a football scrimmage-type mess. Find antiques or odd versions of what you are selling, and contrast with the modern version, or vice versa, if you are selling antiques.

Dramatic lighting is another good tool – strong spotlights or a color-mix can grab the eye and connote a mood for your products or services. Tunnels of light can be created inexpensively with large cardboard tubes or metal cans, spray-painted to direct light where you need it, spotlighting one item or area. Moving lights are also attractive, and the new diodes are even energy-efficient.

Speaking of motion – water-features or animated figures are always popular, and can be made original by your scale and color, composition and design of the window. Let the dog or cat hang out in the window, with a water dish and plenty of ventilation. Drape fabric and blow it around with a fan. Diagonals and triangles pull the eye into the window or toward a featured item. A window is a work of art, indeed.

Tell a story – or imply one. An old armchair, with an empty wine-bottle, chocolate wrappers, and a trail of flower petals could lead to a wonderful stack of romance novels, new sheets, perfumes, make-up, a sexy evening gown. Throw in some music, maybe some confetti. Hope springs eternal. People are attracted to scenes they identify with or fantasize about.

A minimalist approach can be effective, especially if your shop is in a retail area inundated by other displays and windows…a bare window with one strong item, spotlighted, with a high-contrast background, can speak loudly, be visually strong.

Seasonal symbols can be played-up in an almost Zen-like way, for contrast with other stores’ overkill. Or, if it’s winter, play up Spring fever or exotic escapes. Items from nature are refreshing in a plastic urban environment.

Take advantage of the inner craving for fun and playfulness among downtown or Mall crowds. Silly themes, like a flock of rubber duckies swimming through your window, or a Conga line of mannequins, will amuse and intrigue your audience. Mustaches on the lady mannequins? Feature a variety of goods, or a single item repeated or spotlighted. Think of meaningful backgrounds, or perhaps totally contrasting scenes. Bathing-suits in front of a snowstorm? Make ‘em smile. Go for it! It’s show-biz!