The storefront design has a few seconds to capture the attention of a potential customer, so they need to be well made. First impressions start outside, so the storefront needs to be clean and well maintained, with the signage being instantly understandable.
A storefront only has a small window of time to capture the attention of the pedestrians walking by. As these pedestrians walk past or drivers drive by, they might glance at the storefront, and in that short glance, they should get enough information about the business.
They should know what the business is, what it offers, and why someone should consider stepping inside in that glance. That's why when you are working on a storefront design, you need to think of much more than whether it's attractive or not.
First Impressions Start Outside
Customers often form an opinion about a business before they ever enter it. Even though we are told many times not to judge a book by its cover, we always do. It's just in human nature to do so.
A clean, well-maintained storefront can communicate professionalism and attention to detail. A cluttered or poorly maintained exterior may unintentionally suggest that the business itself is disorganized.
This does not mean every successful storefront needs to be elaborate. In many cases, a simple, carefully considered design can be more effective than an exterior filled with competing messages.
Signage Needs To Be Instantly Understandable
A storefront sign is often one of the first elements people notice. Human beings are visual creatures, so we do focus on the visual aspects of the signage first, before anything else.
The business name should be easy to read from an appropriate distance, while additional messaging should remain concise. The following all influence how quickly information can be understood:
- Fonts
- Colors
- Contrast
- Size
- Placement
Businesses sometimes try to communicate too much through their signage. Long descriptions, multiple promotions, excessive graphics, or several competing typefaces can make the primary message harder to recognize.
Effective storefront signage generally prioritizes clarity.
Windows Are Valuable Marketing Space
Storefront windows can do more than let natural light into a business. They provide an opportunity to show:
- Products
- Services
- Interior activity
- A carefully designed visual message
Retailers can use displays to highlight seasonal products or new arrivals, while restaurants and service businesses can use windows to communicate atmosphere, offerings, or brand personality.
The key is maintaining a balance. Windows that are completely covered may make a business appear closed or inaccessible, while overly crowded displays can become difficult to understand.
You want to find a balance between a minimalist shop window and one that's so cluttered that it feels overwhelming, suffocating, and unappealing. Consider commercial fiberglass planters for your storefront design experience.
Lighting Changes The Experience
Lighting can dramatically affect how a storefront appears throughout the day. You want to think about how your signage will look at different points in the day, not just at nighttime or during the day, especially if you are open for longer hours.
During daylight hours, natural light and exterior colors may dominate. After sunset, strategically positioned lighting can make signage more visible and architectural features more prominent.
Lighting can also influence the perceived atmosphere of a business. Warm illumination may create a welcoming feeling, while brighter, more focused lighting may emphasize products or architectural details.
Good lighting should support visibility without creating excessive glare. You also want to think about what your storefront will look like when all the lights are turned off, when you are closed.
You want people to look at your storefront and think about your business even when you are closed, so they are enticed enough to come back when you are open.
Frequently Asked Questions
How Can You Ensure That the Design Reflects the Customer?
A storefront should be designed for the people the business wants to attract. Think about your customers when thinking of curb appeal design.
A children's retailer may benefit from playful visual elements, while a professional service provider may prefer a more understated appearance. A restaurant might emphasize atmosphere and dining experience with outdoor furniture, whereas a specialty retailer may prioritize product visibility.
Cafes with lots of customers who like to sit down and read can have outdoor seating during the summertime to make it more appealing. Understanding the target customer can help businesses make better design decisions.
You can even survey your customers to figure out what they would like. Instead of guessing, why not ask the very people you are trying to entice into your store? You might receive answers that surprise you.
Is It Possible to Use Color to Build Recognition Among Customers?
Color is another powerful visual tool. Most people appreciate when a storefront has bright, vibrant colors, as opposed to dull ones, but you don't want to overuse colors either.
A carefully selected palette can reinforce brand identity and help a storefront stand out among neighboring businesses. Bold colors can attract attention, while more restrained palettes may communicate sophistication or calm.
However, visibility should not come at the expense of consistency. Storefront colors should generally work with the building's architecture, surrounding streetscape, and broader brand identity.
Think about your other brand colors as well when thinking of storefront design. You want everything in your design palette to be in a similar color range. It will give some symmetry and balance to your brand.
Storefront Design Isn't as Easy as You Think
It's not as easy to build a storefront design that appeals to customers from all cross sections and works with your branding. That's why it's important to do your homework.
Follow our tips above, and you will be well on your way to figuring things out. Your small business marketing team will benefit from all of this additional research, surveying, and customer interaction.
Don't build your storefront design in a silo or without speaking to customers. They will be able to give you ideas that you never thought of yourself.
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