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How to create displays by considering kids as customers, not just consumers

BY TRAVIS J REED

When creating a display geared toward kids, there are a few things to keep in mind and several questions to ask yourself.

Is the display truly being created to draw attention of children (the consumers) or of their parents (the customers)? There can be a big difference between customer and consumer. The customer is the one who buys an item and the consumer uses it.

ALL SHOPPERS LARGE & SMALL

Often, items being sold for children are shown in displays that are more driven to draw the attention of the customer—that is, the one who will be paying. A holiday window display at a toy store, though, would surely be focused on the consumer, drawing the attention of and creating excitement for children. It is possible to create a display that draws in both, of course. You just have to make sure your design and decisions support both target markets by considering the following points.

LINES OF SIGHT

The average viewing height and line of sight for a display are obviously far different for children than most adults. Children look straight ahead at lower heights and often up at their parents’ faces. An adult, however, will look forward at a median height of from 5 feet 7 inches to 6 feet.

The best window displays are often created in a pyramid-like shape, with an apex that draws the most attention so that the eye follows it down to the base or vice versa. This means the line of height for the consumer you chose to attract should be about the same as the apex of the pyramid.

PARENTAL GUIDANCE ART

Adults buy glasses for children as a medical solution more so than thinking of them as a fashion accessory, so if your display is geared toward the purchaser you might want to focus on what benefits the products have. This could be name brands, sale prices, current promotions, new products, coatings like anti-scratch, and loyalty programs.

You could also advertise an upcoming special event that is focused on the younger age group like a trunk show that perhaps has entertainment for kids like a magician.

Parents, like their children, can be drawn to cute and whimsical, so have a little more fun with this display and use graphics, images, or even video of kids looking great in the frames you sell. The props used can play along with your theme—like balloon animals, toys, or times of year like summer fun or back to school.

KIDS’ EYE VIEW ART

A window truly meant to get the attention of a child is a different ball game. First you need the display to be really colorful, and you should focus less on the merchandise—sneaking bits of it in where your eye tends to land.

Kids don’t care as much about seeing images of other kids as much as they would about the props and the theme. Use vinyl graphics (decals) that tell a story—back-to-school might have a large yellow bus decal with your logo on the side, maybe a stop sign with a promotion on it, perhaps school props or decals that go with the theme like an apple, etc.

Kids also love displays that are interactive or tell a story. A display for kids doesn’t even have to have frames in it, but maybe graphics or decals or glasses or cartoon-like faces wearing them. Again, this window can also appeal to an adult by adding some signage talking about an upcoming event or promotion that is focused on youth.

LIGHT AND MOVEMENT

Children love colored lights and moving pieces. Find risers that are battery operated and let the product twirl. Put the frames on something whimsical like a stuffed animal and watch them whirl around. Add pinwheels to a display in all sizes and colors and hide a fan to let them spin.

LED color-changing lightbulbs are very inexpensive and can be bought online, and they alone can add drama and fun to any display, especially after dusk.

Themes like famous children’s games, stories, and movies can be fun. Just be careful not to infringe on copyrighted material. If you have a theme in your display like back-to-school, try to pull that into your interior displays as well. You might choose back-to-school and then put some faux apples in the displays, cups of pencils, and maybe a toy-sized school bus.

Look online for photo backdrops. Don’t be afraid to spend some money on props, vinyl decals, and lights—a great window will give patients something to post on social media!

The best displays often end up with people taking photos of themselves posing in front of it. Think about props a child and parent can hold or wear, take their picture, and post it on your social media outlets.

Travis Reed is CEO of Creative Visionary Inc. in Chicago. To learn more about visual merchandising, sign up for his course, “Visual Merchandising Problems & Solutions” (33B4), at VEW. Look for this and other great classes on the new Retail Track at visionexpowest.com/continuing-education/highlights. EB is the media partner for this all-new series of retailing courses.