La SENZA window design - critical justification

1.       Show Directly

By reduce props and background to a minimum, the product can speak for itself. Using display skills, through fold, pull, stacked, hanging, heap of the commodities to present the product’s form, texture, color, style and so on.

2.       Meaning and imagination

A certain environment, a plot, a certain object, a graphic, or a character’s form and mood can arouse consumer’s associations, to produce some kind of communication with the spiritual resonance to the performance of the various characteristics of the goods.

3.       Exaggeration and humor

Reasonable exaggerated the characteristics of goods; emphasize the beautiful element and substance of things can give a psychological feeling of novelty. Otherwise, humor can achieve both unexpected and reasonable artistic effect.

4.       Use of advertising language

In the window design of lingerie pr clothes shops, using advertising language properly can enhance the theme of the performance. But this kind of window is different from the outside advertisement, cannot have too many words like magazines of poster. It can only use very short and simple words to attract people who just pass the window.

La SENZA window design - conceptual design

1.       Show Directly

Show the products directly which La SENZA is doing now. But La SENZA now does not fully use their window; some of windows have just a very simple poster that make people feel it is going to close down. The first step is filling their entire window with the products.

2.       Meaning and imagination

Combine with a context. For example, summer is coming; the windows can be designed as a beach or with the images of big sun, correspond to La SENZA’s colourful lingerie. Make the window have a theme. “Theme” is what La SENZA need now; its window design has no theme at the moment that cannot attract people to arouse consumer’s associations. For reducing the cost, it does not need a lot of decorations; it can just use some very simple props or images to achieve the goal.

3.       Exaggeration and humor

Once decide which theme is going to be used, it should be exaggerated and added some humor factors. La SENZA’s lingerie is very colourful that give the feeling of lively and vibrant. This factor can be exaggerated in window design. Such as put a series of lingerie with different colour in front of the picture of water, build a image of colourful Underwater World.

4.       Use of advertising language

La SENZA now uses some posters with very simple words like “SALE”, “₤15”, “UP TO HALF PRICE” and so on. These might attract people that this shop is now in discount, however, the posters are too simple and without any design could also make people feel it has discount is because it is going to close down.

Window design (Part 2)

The year before last year, one of department store in Oxford Street in London, built a series of beautiful window base on fairy tales. It use plenty of decoration and sumptuous or accessorize to decorate the windows. In these series of window, most of the items were not the product what they were selling, the real product usually just have a little space in the window.

However, the fairy tales series window only on the side of Oxford Street, when you turn on the corner to the other small street, there was no big fairy tales window, but some beautiful window focused on showing their product.

They used this way to attract people who walk on Oxford Street to enjoy the art of window design, not for showing product, just for attract people. But when people turn in the corner, they have not been met visual enjoyment.

So the retailer kept showing the beautiful window to satisfy people’s visual enjoyment but promoted the products at the same time. By this way, people would be attracted to get the product’s information without notice.