Konferensartikel

Window displays make the first impression of stores, representing the corporate images, latest fashion trend, and also influence shoppers’ motivations. The usual method to evaluate successful window displays was outlined from the aspect of the contribution to the store sales or shoppers’ responses. In prior research, window displays refer to store atmospherics, shoppers’ behaviours, and visual merchandising were reviewed and verified as effective marketing approaches, but no systematic research has been done focusing on window displays as communication tools from a creative perspective. In this paper, we outlined the evaluation items for window displays such as design elements, visual harmony with surroundings, and seasonality through interviews with display creators, which sufficiently clarifies the stores’ creative intention and what they put emphasis on. Outlining these items also give a chance to measure if the communication works effectively via window displays. The framework of evaluation structured by these items could be used as a scale to clarify the perception gap.

Window displays, Designers’ aspect, Communication item.