Window Display as Communication

ICORD 11: Proceedings of the 3rd International Conference on Research into Design Engineering, Bangalore, India, 10.-12.01.2011

Year: 2011
Editor: Chakrabarti, A.
Author: Guimaraes,Isabel
Section: Design Aesthetics, Semiotics, Semantics
Page(s): 749-757


Lately there has been a recognition of window presentation value as a potential consumer’s attraction strategy and the reinforcing of a brand image. In an over offermarket where the consumer is becomingmore demanding,appears a renewed interest on the behalf that not only the passerby feels allured by a lifestyle communication but also by creative presentations, being window presentation considered as a competitive factor. Still a subject of few researches, dependent on society’s dynamics and its trends, along with the fact of comprehending a diversity of subjects, becomes a considerable complex theme. Therefore, we decided to approach it under what we consider one of its main views: as a communication act.As final considerations we advocate an alteration of the window displayer status and required skills, an ecological attitude inwindowpresentation aswell as an investment on the development of exhibition gimmicks,as versatility and creativity enhancer.

Keywords: Window presentation, Window display, Communication, Visual merchandising, Design


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