Storefront Displays That Get Noticed From the Road
Your storefront is your biggest, cheapest advertisement. Every person who drives or walks by sees it. The question is whether they notice it, and whether it tells them enough to come in.
A storefront has to work at two speeds: drivers going 35 or 45 miles an hour, and people walking past on the sidewalk. Here’s how to design for both.
For drivers: big, simple and high
Drivers see your store for a few seconds, from an angle, often over parked cars.
1. Make the main sign say what you sell
Your name matters, but a driver who’s never heard of you needs to know what you are. “Furniture,” “Bike Shop” or “Pet Supplies” on or near the sign tells them in a glance.
2. Keep the sign clean and lit
Faded letters and burned-out lights make a store look closed. Light the sign for evening traffic.
3. Add height at the entrance
In a shopping center, every storefront is the same height, and parked cars block the lower half. A display that rises above the cars, such as flags, a feather banner or a balloon display, helps drivers spot your store from down the road.
4. Use color that stands out
Pick one or two bold colors from your brand and use them consistently on signs, banners and displays. A storefront with a clear color identity is easier to remember.
5. Show one big message
“Grand opening,” “Sale this weekend” or “New location” works from the road. A list of five offers doesn’t.
For people walking by: detail and invitation
People on foot have time to look, but they decide quickly whether to step inside.
6. Change your windows often
Feature new arrivals, seasonal items or best sellers. A window that changes every few weeks gives regular passersby a reason to look.
7. Light the windows
Window lighting makes displays visible at night and on cloudy days, and makes the store look open and inviting.
8. Keep windows uncluttered
A few well-chosen items and one clear sign work better than a window covered in flyers.
9. Use a sidewalk sign
A sandwich board or chalkboard with a short, changing message (“New fall arrivals,” “Free coffee while you shop”) catches people on foot. Check whether your city and landlord allow them.
10. Make the door inviting
A clean door, an “Open” sign, posted hours and, when the weather allows, an open door all lower the barrier to walking in.
Keep it looking good
A storefront that looks tired works against you. Build a simple routine:
- Daily: Sweep the entrance, clean door glass, check that the “Open” sign and lights work.
- Weekly: Check banners and displays for fading, tears or loose parts.
- Monthly: Change window displays, wash windows inside and out, check sign lighting.
- Seasonally: Refresh banners and displays, update colors for holidays and sales.
Choose outdoor displays that are built to stay outside. Banners that fade in weeks and balloons that deflate overnight make a store look neglected. (See Latex Balloons vs. Durable Outdoor Balloon Displays.)
Check the rules first
Shopping center leases often control signage, banners and sidewalk signs, and many cities limit temporary signs and balloons. Check your lease and your city’s sign code before buying displays. (See Curb Appeal That Gets Noticed and Stays Within Your City’s Sign Rules.)
A quick storefront checklist
- Main sign says what you sell, and is clean and lit
- Something at the entrance rises above parked cars
- One clear message visible from the road
- Windows updated in the last month, lit and uncluttered
- Sidewalk sign with a current message, if allowed
- Clean door with posted hours
- Banners and displays bright and in good condition
- Lease and city sign rules checked
The bottom line
A storefront has to catch drivers with something big, simple and high, and invite walkers with windows and a welcoming door. Keep the message clear, change it often, and keep everything looking fresh.
Balloon Street Media is building durable outdoor balloon displays for retail stores and other businesses that need to be seen from the road. Join the list to hear when they launch.