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In this issue of Eyecare Business, we discussed the ins and outs of window display with experts from the optical and display industries. Here are the answers to an additional pair of questions.

Window Display Don'ts

Q What are some don'ts for window displays?

A "Don't try to do too much in the window and risk confusing the shopper. Too much going on in a window may drive them away. Shoppers in general are looking to simplify the process, speed it up, and make it more efficient."

 - Steve Kauffman, VM+SD magazine

A "I urge eyeglass retailers to not always completely use the posters and the buildups sent by the individual companies because your competition uses them and you want to have a unique look to the product. Instead, work with local sign company to develop a unique prototype look for window displays and inside your store so you are selling yourself and the vendor. Otherwise, consumers could go online and shop price for your products. You are selling your expertise, your style, and the look of your store."

 - Mindy Miles Greenberg, owner of M Windows Visual + Display

A "Don't have dirty windows. Place priority on keeping your display presentation CLEAN...dust and dead flies can undo the finest of displays. Keep your display in order, especially if you are pulling merchandise in and out for your patients and customers."

 -Margaret Furman, Display Designer, Visual Dynamics

Lighting it Right

Q What lighting is most effective for store windows?

A "Halogen lighting is most effective. It is bright and gives everything a nice sparkle. If it is not incorporated into the display piece you can use decorative eye catching lighting fixtures like pendants to highlight the frames you are displaying."

 - Amanda Case, designer and certified optician, Fashion Optical Displays

A "One of the keys to window display is to make sure your electrician puts in a timer for the front light windows and also one inside the store in a case or somewhere interesting because some people shop at night when they are walking by. It gives people something to want to come back for. It's also not a bad idea to have your phone number and web address towards the top of the front window or awning. Make it easy for the customer. Good design is good business."

 -Mindy Miles Greenberg, owner of M Windows Visual + Display

A "Ceiling accent lights are very critical. If you use them, even at a distance people can tell you are open for business. Low voltage halogen lights are best. Also, make sure your lighting fixtures are not too attractive; you want people to focus on your products in the window, not on the lighting fixtures."

 - Jennifer Liu, head designer, Ennco Display Systems