Window signage and graphics can compel individuals who have never entered your store to visit for the first time and encourage past visitors to become repeat customers. The window offers a preview of product, as well as an instant image of your store.

Many stores use large posters, photo enlargements or other large graphics in their windows with items placed near-by. This approach offers a clean dramatic look. For instance, to promote candles within your store you could, source a photo of candles from a photo warehouse (sources listed under "List of Professional References"), have it enlarged and place it in the window behind a stacked display of the candles you have for sale. While photo warehouses usually charge a small fee for stock photos, some artwork is public domain and can be used free of charge. Large graphics should be able to be seen from 20 feet away and be immediately recognizable to an individual walking by. While there are many other ways to decorate a window, some of which are addressed in "Merchandising Similar Products Together" and "Cross-Mix Merchandising", these oversized graphics are currently a popular display prop because recent technological advancements have reduced the cost of producing them.

The process of creating a window using large graphics may seem like a difficult exercise the first time around, but once you have established your resources and become more accustomed to the process it will be easier and the reward will be worth the effort.

Here are a few ideas:

• Large graphics can reflect product style. For instance, you could use a blow-up of a Monet floral painting behind a display of floral merchandise. For added impact, repeat that Monet graphic within your store near the merchandise for sale. If your store sells children's products, like educational toys, you could use a blow-up of a little red schoolhouse or a college campus as a backdrop for the merchandise.
  
• Large graphics can suggest a lifestyle or how your products are to be used once purchased. For example, a graphic of a family enjoying the outdoors can be placed behind picnic or beach items that you might have for sale. To promote a casual summer line of clothing a recent Ann Taylor window pictured a large graphic of a summer lighthouse behind the clothing display.
  
• Repetition of large graphics in one window, various windows or throughout the store in various sizes serves as a reminder of a particular product, creates a dramatic effect and draws your customer from the window through the store.
  
• If you have a well designed logo, reproductions of the logo on theatre scrim, another type of fabric or paper can be hung in your window as a backdrop to changing product displays.

Interior graphics and signage can show brand identification of specific products, identify classifications of product within your store, and, depending on the size of your store, offer direction to various departments. Interior signage can be a medium for promoting a campaign, previewing a product "coming soon" or announcing an upcoming event like a book signing, demonstration, or a holiday promotion.

Here are some ideas:

• Repeated or related photos can be used throughout the store to reinforce a campaign or overall look. For a graduation promotion you might want to create a "Great for Grads" sign including a mortarboard. This sign can be placed in areas with merchandise for graduates, such as calendars or interview books. To add impact, include this graphic in your window display as well.

• Graphics and signs can set the tone for a special campaign. You can highlight 4th of July sale merchandise by placing American flags both near the product as well as in your window.

• Graphics and signs educate by announcing a sale, promotion or discount. Signage tells your customers that a particular item is, for instance, hypoallergenic or microwave-safe. In short, it offers information that might not be clear from the product alone.

• If you are selling a brand-recognized product like Lenox china or Calvin Klein watches, it may be beneficial to highlight that product with a small strategically placed sign of their logo near the product.

Tips for signage:

• To reinforce an overall store image, be sure font/letter type is consistent with all other signs within the campaign.

• Look for consistency on all store signage even those not related to a specific campaign. Signage sets the tone for the store.

• Signs can have an upscale look, but need not be expensive. They can be computer generated or handmade as long as they are well done and reflect the image of the store. It only takes a few poorly done signs to detract from the store's overall impact. Keep signage fresh.

• Remember that the merchandise is the main focal point and that signage is meant to enhance your presentation.

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