The first time the client sees you. Your first face, your showcase. It is the window in which you must show your most outstanding products, and of course, it must attract attention. But… do you know how to do it?
First, what kind of showcase do you have?
Depending on several factors we can distinguish different types of showcases. These factors are its configuration, location or material of which it is composed.
The first differentiation lies in whether it shows the interior space of the store or not. We distinguish:
- Open background: we see the store
- Closed background: we do not see the store
- Semi-closed bottom: the lower part remains closed
By location, we distinguish:
- Facade
- Hallway
- Interiors
Second, what part of your window gets the most attention?
The human being, more specifically the human eye, has customs and reactions that have been studied to improve business marketing. Within a shop window it is estimated that the central area receives 50% of the attention.
Within the laterals, the eye goes slightly earlier to the left side than the right. On the other hand,the lower third of the window receives 70% of the interest, the first thing we have in mind.
Third, how do you light your shop window?
You may be clear about all of the above. Even have your showcase positioned so that where attention goes, your best product is, but is it well lit?
No matter how striking your showcase is, if it does not have adequate lighting it will go unnoticed. To have good lighting you need a light that allows you to appreciate the product, that is efficient from an energy point of view and that your own workers are capable of carrying out maintenance.
- Amount of light: If our showcase is painted in dark colors, we will need more light. On the other hand, if the window is made up of light colors, which reflect more light, we will need less light.
- Light quality: when purchasing luminaires we must take into account the CRI (color rendering index). This index measures the quality of the luminaire to represent natural colors. In our showcase we must demand a minimum of 80.
- Color temperature: The unit that measures color temperature is degrees Kelvin (K). This measurement gives us an idea of the tone of the light emitted by the bulb. In this way, the more degrees K, the whiter the light will be. On the contrary, a bulb with less K will emit light in more yellowish tones.
Depending on the number of K that a bulb has, we will distinguish between Warm, Neutral or Cold Light.
- Aperture angle: this decision will help us create different types of shadows, soft or strong. Soft shadows create a cozy and natural atmosphere. We achieve them with a wide light angle that creates a more uniform light. It is achieved through extensive lights. Meanwhile, if we are looking for more aggressive and pronounced shadows, we will install lights with a smaller opening angle.
We must take into account the location of our light point. The perfect thing would be to have a system that allows us to modify the amplitude as many times as we want.
The LED in the shop window
Lane spotlights. The ideal product to achieve versatility. These lights are installed on an electrified track. Thus, we can move and rotate them to our liking.
Position a lane in front of the plane where you will place your products. This way, you will avoid overhead light, which is the least flattering. Also, we will minimize shadows if we have shelves inside our showcase.
All these tips will help you know how to get the best out of your window display.Be eye-catching and invite your customers to come in!
