Communication Strategies

Closed Back Window
         
Window Type Closed Back window
Type of retailer This window is part of the department store Harvey Nichols SpringSummer 2010
Compositiongrouping This is a balanced composition with the two mannequins complementing each other.
Focal Points The focal point is the bright yellow mannequin which directly attracts attention to the grey dress and further on guides the eye towards the whole composition.

Design Techniques There is a design contrast with both the mannequins facing opposite directions. Rhythmic radiation used with shapes focusing around the two mannequins draws the eye towards them.
Colour story The background utilizes achromatic colours, whitegreyblack in contrast to mannequin being chromatic (neon yellow) in colour.

Theme or message A bold sexual theme displaying Female- Male interaction with the use of a fluorescent shade.

Open Back window

Window type Open back window, full glass

Type of retailer High street multi-brand boutique

Compositiongrouping Repetition grouping and an odd number of mannequins makes this a balanced composition.

Focal Point Black and white print dress in the middle on right hand side
Design techniques Rhythm is created in this composition through alternation on the wallpaper with the use of black and white wallpaper. This is also reflected in the costumes of the mannequins. The composition also employs progression in an interesting fashion, with the gradual increase in the size of the dresses of the mannequins as the eye travels with them.

Colour story Use of a monochromatic colour scheme, creating impact through patterns and mannequin repetition

Theme or message The theme of this display is clearly black white and grey, and how these monochromes can be used to produce a diverse range of garments.

Arcade Window

Window Type Arcade Window

Type of retailer Mid-end multi-brand shoeclothing retailer

Compositiongrouping grouping of mannequins is repetition they are standing next to each other at an equal distance between.

Focal point Turquoise dress  yellow cardigan

Design techniques Shoes are placed on repeated staggered forms, The rhythm is repetition which is seen through the continuous shoe shelves placed along window

Colour story Triadic due to 3 main colours in display  yellow, blue, brownred are equally placed around the colour wheel.

Theme or message There is a spring theme through the use of vibrant colours spring summer collection garments  shoes.

Showcase Window

Window Type Showcase window

Type of retailer Prada ( High end designer boutique)

Compositiongrouping This is a balanced composition with the two showcase windows in perfect harmony with each other.

Focal point The designers names catches immediate attention no matter which side you approach the store.
Design techniques The graphics of the palm tree in the background are in muted shades to complement the monochrome theme. There is a minimalist use of props to ensure that the products remain the hero of each of the two windows.

Colour story Monochromatic hues are used with the background in neutral colours as well so as to not take away from the product.

Theme or message The theme is that of exclusivity, and the showcasing of head turning high end fashion accessories.

Windowless Window
     
Window type Windowless window

Type of retailer Mono-brand concession store within Harvey Nichols

Compositiongrouping The display of the two mannequins grouped together shows an asymmetrical triangular composition which is balanced.

Focal Point(s) The focal point is the model display since the eye goes immediately to it
Design Techniques Repetition of the products all around the display helps in keeping the mannequins at the centrepiece of the composition.

Colour story Largely monochromatic colours have been used, but there is a dash of bright chromes here and there to break the monotony and for this analogous shades of reds and yellows have been used.
Theme or message The theme of this display is of being very friendly and approachable, at the same time coming across as fashionable and smart.

Focal point

Synopsis
A visually arresting composition, this display relies on sheer shock value to talk to its consumers. The use of striking asymmetrical props heightens the sense of drama being played out and is immediately noticed. The real hero of the composition however is the effective play of colour. The monochromatic background and props are offset beautifully with an eye catching bright chrome shade in the centre. This forces one to notice the dress on the female mannequin and as the eye travels, the outfit of the male mannequin is also noticed. As a consumer it would immediately arouse curiosity and I would like to see more of the store.

Focal point

Synopsis
A simple and hard working display, it lets the products do the talking and there are no props to distract from the real business. The use of monochromes on the background ensures that the attention is fully focussed on the dresses. The interplay of patterns, texture and progression ensures that the composition is in harmony and soothing to the eye. No chromes are used anywhere to ensure that the display stays true to the theme. As a consumer, I would be able to admire the detailing in all the dresses and go it to check out more.

Focal point

Synopsis
The staggered blocks of the product create a sense of space and also throw light on the plethora of options the shop has to offer. The focal point of the first mannequin in arresting bright chromes also guides the eye towards the whole composition and one notices the Win a 200 pounds spending spree for Mothers Day stickering on the faade of the display. This acts as a great hook to get consumers to enter the shop. The spring theme is also accentuated with the use of the triadic colours of blue, yellow and brown in bold playful shades. This would definitely appeal and I would want to enter the store to check out more.

Focal point

Synopsis
This display is essentially showcasing its exclusive products without distracting with a bold colour scheme or composition. The products are truly the real stars as amplified by the muted background and the play of light. It appeals to the sophisticated clientele who is seeking a premium experience, and this will ensure that he stops and takes notice. The designer name is also in a monochrome and not too striking to spoil the harmony of the composition, and helps in guiding the eye towards the products on display. There are no bold hues or striking props and the statement is being made by the combined might of the designer name and the breathtaking products.

Focal point

Synopsis
A very functional composition it clearly makes the products the hero and ensures that the mannequins remain the centrepiece around which the products are displayed. In a sense, the display here is part of the retail landscape and seamlessly blends into it thanks to the monochrome theme and the use of a soothing cream shade as the background. The occasional monotony that creeps in with so much of a pastel palette is offset with the use of an occasional bright hue here and there, which also adds a touch of vibrancy. Overall, it is a very non-intimating display as should be with a concession store, and totally urges the consumer to walk in and explore further.