The Allure of the Window Display

Abstract

The purpose of this research study is to examine the influence window displays have on consumers and the design techniques required in a window display to entice people to enter a store. From observation, I have found that stores that invest time and money into the face of their stores have more influence and intrigue than stores that do not. My research begins with an extensive literature review that explores the design principles that shape window displays and the importance of the visual appeal for consumers. I took this information and applied it to interviews with window designers to find out first hand how window displays are executed from concept to execution and how they use visual appeal to create a sense of allure. Simultaneously, I analyzed three case studies that did similar research to develop my final project further. The results of my interviews and data from my case studies, as well as what I learned from the literature review, will aid in creating a set of principles to execute a window display of my own. This information can better serve stores that do not have an adequate budget to hire professional designers so they can create a specific one of their own.