What is perceived by customers? Some time ago I moved to a new neighbourhood. So at some point I was looking for my “favourite pharmacy”, as there are five pharmacies within walking distance of me. There was the one with the box trees in front of the door – basically, a very nice idea to greet customers friendly in this way, but these box trees were unfortunately withered. That looked very sad and you ask yourself the question whether the pharmacy coworkers will take care of my interests just as intensively.

Studies show that you only have three seconds to arouse interest and get your message across but I think that in today’s fast-moving world, where you just “wipe” screens for a moment and a lot of information is recorded, the time span is reduced to one or two seconds. In these one to two seconds, three things are perceived consciously and seven things unconsciously and exactly these unconscious things can become dangerous. A few withered flowers or a few dead flies in the shop window can be the trigger for the passer-by (he is not yet a customer) to turn away and look for another “favourite pharmacy”.

Eyes don’t just want beautiful pictures, they shouldn’t be overwhelmed either. Optical stimulus flooding creates stress. In your show windows do not offer too many different products in different colors, which confuses and overstrains. Simple pictures with a simple message that can be captured immediately make it easy for viewers. Even the shop window should show him that he is in good hands here. A shop window is the image carrier, magnet and door opener. The simpler and clearer a window is, the more effective its effect will be. Help your customers with their decisions. Do not show too much at once, only your recommendations: because as you know, less is more!

Karin Wahl likes to call herself “Dr. Deko”, even if she didn’t get her doctorate. Her experience and expertise in design and product presentation in retail are very extensive. She has even recorded this in three books and, as she says, it also felt like a doctoral thesis. Karin Wahl writes for us about the most important rules for the presentation of goods both in the shop window and in the pharmacy.

Further information about the author: karin-wahl.de