Planning a shop window display
A good window is planned from the pavement, not from inside the shop. Go outside, cross the road and start from there.
Think in three layers.
Most windows that look flat have everything on one plane, usually stuck to the glass. Depth comes from separating what is on the window, what hangs in the middle and what closes off the back.
| Layer | What goes there | Print options |
|---|---|---|
| On the glass | Shop name, hours, a short offer | Cut vinyl or printed window film |
| Middle | The main message and products | Hanging boards, free-standing boards on struts |
| Back | Hides the shop interior, sets the mood | A large print, fabric or a board backdrop |
A sequence that works.
- Stand outside at three times of day. Note what you can see from across the road, what you see from the doorway, and what reflections fall on the glass.
- Measure the glass and the depth. Width and height tell you print sizes, but depth behind the glass tells you how many layers will fit. Our page on print sizes for a shop window helps with choices.
- Decide what is permanent. The name and hours rarely change, so they deserve durable vinyl. Promotions change, so keep them on cheaper, easily swapped pieces.
- Pick one idea per window. A passer-by takes in one thing, so give them one.
- Draw it to scale, even on squared paper, with a person's height marked for reference.
- Book it into a calendar. List the year's key dates and work back from each so the artwork is never a last-minute job.
Eye line and sight lines
Pedestrians look ahead and slightly down. Keep the main message between waist and head height, and leave the top of a tall window for something bold that reads from across the street. If your window has a raised sill, remember that it lifts everything by that amount.
Sun, heat and the back of the print
South-facing glass is hard on print, as direct sun fades paper and can make thin boards bow. Lighter, stiffer boards and a protective finish help, and it makes sense to rotate anything in the strongest light. Remember that hanging pieces are seen from inside too, so the back of each one should look tidy.
Check before you commit
Leases, conservation areas and advertising rules can limit what goes on a shop front or how much of the glass may be covered. Ask your landlord or local planning authority, particularly for anything fixed to the outside. If you want help with fitting, arrangements are agreed in your quote. For sector ideas, see retail store graphics.
Shop fronts and retail spaces.
Your questions.
How often should a shop window change?
It depends on the trade and your footfall. A regular passing audience notices a stale window sooner, so plan changes around your own calendar instead of a fixed rule.
Can graphics hang from a shop ceiling?
Yes, light boards are often used, but the fixing has to suit your ceiling. Tell us the size, and ask your landlord before drilling.
Should the whole window be covered?
Rarely. Seeing into a shop helps people decide to come in, and full coverage can make it feel closed. It is mainly useful during a refit.