Part 4 : How to make the most of your windowpane ?

Your window - a space to communicate?

37. The golden rule: a window should never be “bare” with no text!    

38. Choose decals to add text to your window. This is the easiest technique and requires no particular skill. There are also less planning restrictions on stickers. Many suppliers offer affordable, personalised stickers.            

39. The message conveyed by a window must be read and understood very quickly. Passers-by spend an average of just 3 to 7 seconds looking.

What information should be present?

40. Often, the most impactful and effective choice is to keep it simple. The name of your business and its speciality, in an attractive font, is often all you need. A word of warning: while the typeface chosen for the name of your shop can be artistic and unique, choose an easily legible font for the tagline (your speciality).

41. It can be useful to repeat your name on the window, even if it already appears on the sign. Stand at pavement level and put yourself in the shoes of a passer-by when making this decision. 

42. Use your windowpane to give details of your website and social media accounts. They’re a useful way of staying in touch with your customers, especially if you are off work or closed.

                                                                                                                           

43. Think about the overall impression created by your facade before adding text or logos to your window. Everything must be balanced and, most importantly, serve a purpose. Sign, awning and window decals: you don’t always need them all. The diagrams below give you an overview of the options.

 

How to make it stand out ?

44. Choose contrasting, clearly visible lettering for partially-sighted customers, and position it 1.40 m from ground level for customers with reduced mobility. Think of your customers inclusively!

45. Avoid overcrowding your window with images and text, unless it is a clear graphic choice, such as an art project. An overload of photos, promotions and text is detrimental to legibility.

46. The aim of your window display is to attract customers and show them what makes you special. Think of it as a magazine cover that needs to stand out on the newsagents shelf.