The sale period is a golden time for stores. But in order to attract buyers to your store specifically, the display window should be attractive, not shouting. Successful design is a balance between information about discounts and maintaining the brand image. Here’s what you should consider.
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What to Do: Rules for an Effective Showcase
- One Clear Message
The main message should be the discount, promotion, or seasonal sale. Highlight it clearly, prominently, and without unnecessary words.
Examples: Sale up to -50%, Final Discounts, Summer Collection Sale. - Use Your Brand Style
Fonts, colors, and logos — everything should stay within the brand’s visual identity. Even during sales, it’s important to maintain brand recognition and audience loyalty. - Sell Style, Not Just a Discount
Display an eye-catching look or 2–3 well-styled outfits in the window — this shows that the items are still stylish and desirable, even at a reduced price. - Limited Color Palette
It’s best to use no more than 2–3 main colors: one accent color (e.g., red or yellow for “SALE”), and the rest neutral (white, gray, black). - Create a Sense of Urgency
Add a visual element that signals: “Hurry, limited stock,” “Only Until the End of the Week,” “Final Sale.” But don’t overdo it.
Main mistakes in window display design during sales
- Overloading with text and visuals
Tiny text, too many signs (“70% here”, “Sale”, “Discount on discount”) — to a customer, this looks like chaos, not an attractive offer. - Dirty, worn-out, or outdated elements
Signs with crumpled corners, faded posters, peeling stickers on glass create the impression of a cheap second-hand shop, not a well-known brand offering discounts. - Meaningless product clutter
A display window packed with random items (especially those of different types) doesn’t make people want to come in — it lacks focus. It’s better to showcase 1–2 perfect looks. - Shouty, tacky design
Too much red, neon lights, arrows, 10 different signs with the word SALE — all this tends to irritate rather than attract. - Missing prices or unclear promotion terms
If a discount is indicated but it’s unclear what exactly it applies to or how it works, it confuses customers. It’s better to clearly state: “30% off everything all summer” or “50% off the second item.”
It’s important to remember:
Your storefront is the face of the brand. Even during a sale season, it should convey style, taste, and value — not just low prices.
