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Want to help your merchants make their storefronts more attractive?
Here are some helpful tips for the design of storefronts and window displays.
Pass these along to your merchants. Well here they are folks:
- Make sure that
writing (on signs, posters, etc.) is large and clearly legible. Not
only from close up,
but from the opposite side of the pavement and from automobiles as well.
Place posters at pedestrian eye level.
- Don't allow storefront
appeal to lag. Check periodically to remove, grime sunbleached posters
and window display items, dingy or torn awnings and other items that
might make the storefront less attractive.
- The store name
should stand out against its background on the storefront. Bold design
and lettering make for
spontaneous identification.
- Don't let displays
block views to the inside of the store. This "insight principle"
is a prime criterion in the
storefront design and one that stays operational even after hours.
- Keep the storefront
and the interior well lit at all hours. This helps give the store 24-hour
advertising.
- Remember that color
plays a major role. Lighter tones are more inviting than somber hues.
- If the store has
a corporate design, logo or color, it should be used on the window or
the storefront.
- Remember to change
window displays and advertisements as often as possible. This adds novelty
and value, encouraging pavement shoppers to stop and shop.
- Remember that less
is more! Research has proven conclusively that shoppers perceptions
and their ability to recall
vary in inverse proportion to the volume of information. Translation:
Shoppers who see cluttered window
displays retain little information about what was in the window. However,
shoppers who see clear, simple,
striking window designs are much more likely to have a clear memory
and perception of that design and shop.
Courtesy
of the "Downtown Promotion Reporter" April 2001 Issue
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