01 Apr The Art of Display
The Art of the Display
It’s hard not to get lost in the glitz and glamour of a brand-new retail interior, with polished surfaces and fresh spaces to explore. However, within this environment, it’s important to remember that the true hero is the product—the item, the object, the commodity you are promoting and selling.
You place it on display, expecting it to perform on its own. But how have you set the stage? What influences the meaning, purpose, and appeal of your product? The answer lies in how it is displayed.
Within a display, the customer journey reaches a critical crossroads—whether to purchase or not. Yet, the role of a display goes beyond that single decision. Its purpose should extend to inspiration. When executed well, it encourages customers to explore further, guiding them through the retail space to other displays and categories, showcasing your brand and accessories, and ultimately driving increased sales.
Ideally, to maximise sales, you would have as many products accessible as possible. However, there is one advantage that a glass display case offers that open displays cannot: it elevates prestige and perceived value. The subtle denial of access creates desire.
As a retail owner, you can amplify this effect by ensuring your display is thoughtfully designed and well executed. At We Are Human, we follow four key rules for display cases:
Rule 01 – Aesthetic
The design and aesthetic of the display case must match—or exceed—the quality of the product it showcases. For example, you wouldn’t display a luxury watch in a budget aluminium case.
Rule 02 – Merchandising
Product placement should make the item shine. Avoid overcrowding and use negative space to frame the display. Strong merchandising tells a story the customer will remember.
Rule 03 – Lighting
Lighting should be both sufficient and intentional. Ideally, use internal illumination with a colour temperature between 3000K and 6000K, depending on the product. Lighting should enhance—not obstruct or distract from—the display. Placement is key.
Rule 04 – Access
The display case must be both visually and physically accessible. Ensure it is at an appropriate height and can be opened easily by staff.
Remember, a display case is more than just a glass box—when designed correctly, it becomes a gateway to a compelling customer experience.
If you’re looking for a bespoke, purpose-designed display case, feel free to reach out. We’re always happy to chat and would love to assist with your next retail project.