Designing and building a display is like painting a still life – you must include a focal point (your product), background (fixtures to hold the product), contrast (accents that bring the product to life), and a few other components that I've pointed out below. To get started, study works of art in books, museums, or online, and you will discover how artists combine the basics with their own style to create varied looks, themes, and moods in their compositions. You can do the same thing in your displays, and inspire your customers with your creativity and style.

Remember, you aren’t just selling product…you’re selling your unique ideas and inspiration!

Color:
Just look out of the window during any season of the year and discover the perfect palette – Mother Nature doesn’t make mistakes, and she is the best teacher. Every color combination found in nature is successful because there is a balance of warm and cool hues, light and dark shades, and always the inclusion of a neutral (blacks, whites, browns). Be inspired, not intimidated!

Light: Study black and white photos or sketches to see the power of contrast – light and shadow are both necessary for establishing an effective focal point. Pull this concept into your displays by varying the strength of light in your setups – wash the backdrop with soft light, focus a bright beam of light onto the products, and let the fixtures holding the products fade into partial shadow.

Space: "Empty Space is NOT a Waste". Repeat that!
In displays, empty space is equally as important as the products: you cannot fill every surface to the brim with color and product, and then expect people to look at it. The visual confusion overpowers them! The eye needs a place to rest, so you must build in clear spaces to balance the weight of your props and products. Train your staff to leave those empty spaces empty! Remember that loading them up with products will not sell more products – it could sell less. (This is my number one pet peeve when it comes to displays....too much stuff is bad!)

Scale: The size of the display area plays into the equation: your props and the size of product you place there must be balanced with the space. In the case of windows, large scaled displays are best as they are viewed from a distance. Keep your colors vibrant, your lighting strong, and your products large here. Once you draw customers into the store, you can slow them down with fine details in your interior displays.

Composition: Combining perspective, angles, and textures allows for varied looks. Using a triangle shaped arrangement is always successful – whether centered or offset to the side, the dynamic angles add energy to your display. Height in the rear of the display is vital for lifting product up to the customer’s eye level. Your focal point should be placed in the middle third of the display area - place your largest or most colorful item there. Study still life paintings by the Dutch Masters for placement and interesting prop ideas.

The Artist’s Tools
A Display designer has many tools to work with, and the most versatile are props. These should be a further extension of the style of your store – rustic, elegant, shabby, or quirky – and use items that tie in to the overall look and mood of your space. Find unique pieces and inventive ways to use them by browsing boutiques and thrift shops. Infuse personality into your displays by using one of a kind items, flea market finds, or custom pieces by a local artisan. Look through this magazine, catalogs, and trade shows for items you can use as props to bring your products to life. Add some paint to quickly and easily change the look. Create Your Own Work of Art

By seeing display design from this perspective, you are ready to present your products in a fresh way and maximize the impact that displays make in your store. Inspire your customers with color, light, and your individual style - and give them an art education in the process!

(Now, where did I put that beret?…)