“Curb appeal” is a common phrase used in real estate, but the same concept applies to retail stores. How your storefront looks from the outside helps you capture the attention of passersby. The design and store layout alone can convince them to come in—even if they never intended to.
When designing your retail storefront, you must consider various things, and not all of those decisions relate to aesthetics. In this guide, discover 10 of the best storefront design tips so you can create a welcoming entrance that’s accessible to all.
What is storefront design?
Storefront design is the way your retail business looks from the outside. It serves as the first point of contact between the store and potential customers, providing a glimpse into what the store offers and setting the tone for the retail experience inside.
Who designs retail storefronts?
Retail storefronts are typically designed by visual merchandisers. People with this retail job position are responsible for the entire appearance of your store, so their duties aren’t limited to storefront designs. You can have them design store layouts, build product displays in-store, create posters, and tell shoppers about any special offers or upcoming events.
If you’re on a tight budget or don’t see the need to employ full-time visual merchandisers, there are services to do it for you. Interior designers and architects tend to be more expensive upfront, but it’ll save you from paying an annual salary for retail staff if you don’t have the ongoing need for them to refresh the storefront design.
10 creative storefront design tips
- Use lighting strategically
- Add retail signage or display screens
- Add a hanging adjacent sign
- Display your store’s opening hours
- Install clear glass
- Create seasonal displays
- Display products in their natural environment
- Showcase special offers
- Use color psychology
- Make your storefront accessible
1. Use lighting strategically
Lighting does more than make your products visible. It shows what’s happening inside your store. Lots of people could act as social proof—the idea that if other shoppers are in your store, passersby should join them.
You could even capture someone’s attention and force them to take notice of your retail storefront with smart lighting decisions. That might mean:
- Spotlights to showcase best selling products in your window displays
- Helping people find the entrance with a bright light above it
- Adding dimension and depth to your product displays
Lighting can also help create an ambience around your retail storefront. Take this example from footwear retailer Bathu. The backdrop of its window display is dark and moody, but products closest to the window have spotlights shining down on them. It instantly draws the eye to its products and creates a sense of intrigue as to what’s inside.
![Storefront of a sneaker store with mannequins and red sticky tape in the window.](https://cdn.shopify.com/s/files/1/1246/6441/files/bathu.png?v=1719730503)
2. Add retail signage or display screens
It’s not always feasible to change your store layout each time you have a new promotion or product to highlight. This is where digital signage comes into play.
Installing display screens in your shop front allows you to change your design easily. You can also keep things exciting without spending hours rearranging or redesigning the shopfront. For example, you can use them to:
- Showcase your brand story and store history
- Play user-generated content, such as TikTok videos from happy customers
- Display special offers or time-sensitive promotions with countdown timers
- Show product demonstration videos that create of intrigue around your inventory
- Add QR codes that passersby can scan to see your inventory online without entering the store
Gym + Coffee uses this approach with its storefront design. Either side of the entrance is a display screen. One plays a video of how their products are made and sourced; the other shows the brand’s commitment to sustainability by telling customers that they’ll plant one tree for every order placed in-store.
![Storefront for a gym wear retailer with digital screens either side of the entrance.](https://cdn.shopify.com/s/files/1/1246/6441/files/gymcoffee.png?v=1719730503)
3. Add a hanging adjacent sign
One mistake that retail stores tend to make is assuming that everyone will be looking at your storefront design from directly infront. Passersby will look at your store from every angle, including side-on. Hanging adjacent signs make them aware of your store when they’re walking past.
Take this example from Diane Von Furstenburg. The luxury fashion retailer has a corner store, but it doesn’t assume that everyone will see its window displays in their entirety. There’s a hanging sign that shows the brand’s logo for people who are walking parallel to the shop, which has the added advantage of reinforcing brand recognition and pointing people towards the store entrance.
![Corner retail store with a hanging white sign that says the brand name.](https://cdn.shopify.com/s/files/1/1246/6441/files/dianevonfurstenburg.png?v=1719730503)
4. Display your opening hours
Just because someone has looked at your shopfront and passed by, it doesn’t mean they’re gone forever. They might not have time to pop in there and then. Displaying your store’s opening hours by the entry helps them plan a time to come back.
If your opening hours change or aren’t set in stone just yet, don’t rule this out. A simple “open” sign, like this one from Forage Plants, makes it obvious that you’re welcoming visitors.
5. Install clear glass
Clear glass isn’t the most exciting choice when you’re designing your storefront, but it’s popular for a reason. Passersby can easily see inside your store—if there’s a lot of people there or they can see events happening in-store, it could be a deciding factor in whether or not they enter.
People can also clearly see the items you have for sale if there’s a clear glass storefront. Passersby might not have intended to buy a product you’re selling, but if they see through the window, there’s a chance they might pop in to make an impulse buy or tick something off their errands list.
Clear glass can also deter shoplifters from targeting your store. Any suspicious activity in-store is clearly visible from the outside, as demonstrated by Earl of East:
![Storefront with clear glass and an Earl of East sticker in the window.](https://cdn.shopify.com/s/files/1/1246/6441/files/earlofeast.png?v=1719730503)
6. Create seasonal displays
Seasonal displays change depending on the time of year, a particular holiday, or what’s trending. While it might sound like another unnecessary task to refresh your storefront for one of these seasons, it can keep the display fresh and exciting for passersby.
Displays that showcase seasonal inventory—such as winter clothing, summer accessories, holiday gifts, or back-to-school supplies—also encourage impulse buys. People might not walk by your store with the intention of coming in, but if it’s the middle of winter and you display umbrellas in the shopfront, there’s a clear reason for someone to come in and make a purchase.
7. Display products in their natural environment
There’s a lot more to selling products than listing its features. The world’s best copywriters provoke emotion and make people feel something. In a retail store, you can do that more clearly (and literally) by displaying products in the environment they’ll be used in.
Brooklinen, for example, sells linen in its retail stores. Instead of displaying its products on shelving units that can look uninspiring, passersby can see what Brooklinen’s products look like on a bed—the environment they’ll be used in.
![Brooklinen’s storefront with clear glass windows and a bed inside.](https://cdn.shopify.com/s/files/1/1246/6441/files/brooklinen.png?v=1719730503)
8. Showcase special offers
One in five shoppers consider coupon and deal platforms as a source of inspiration for new product purchases. Apply this to your retail storefront design by showcasing special offers in the window or with a sign. That might be:
- Buy one, get one free offers
- Flash sales
- New product launches
- Upcoming events
Here’s a great example from Babylist. While it doesn’t showcase retail discounts, in particular, passersby still have a reason to enter—even if they don’t have a child themselves. Babylist’s storefront design tells people that they can find gifts for someone they love.
![Baby retailer with two signs either side of the store’s entrance.](https://cdn.shopify.com/s/files/1/1246/6441/files/babylist_8f9f5684-4627-4ed6-b591-97cece83291a.png?v=1719730503)
9. Use color psychology
Color psychology describes the feelings, emotions, and thoughts we have when we see certain colors. You’ll have likely seen it in action for discount stickers. They’re bright orange or yellow—two colors proven to be symbolic with joy.
Greenery and blue tones, in particular, make people feel calm and relaxed. Depending on the vision you’re selling, that might be exactly the type of emotion you want to instill in customers when they’re visiting your store, as Monday Swimwear demonstrates:
![White storefront for a swimwear retailer with large potted trees near the entrance.](https://cdn.shopify.com/s/files/1/1246/6441/files/mondayswimwear.png?v=1719730504)
10. Make your storefront accessible
Design isn’t just about making your storefront look visually appealing. It should be easy for people to enter, which ensures that everyone, including people with disabilities, the elderly, and parents with strollers, can enter and navigate the store easily. You’ll also remain compliant with accessibility laws.
Examples of how you can do this include:
- Clear retail signage with easy-to-read fonts and braille
- Using ramps for pushchairs or wheelchairs
- Making the entrance wide enough for everyone to enter
- Using a sliding or automatic door (instead of swing doors)
Design a retail storefront that attracts shoppers
How your shop front looks curbside has a major impact on how likely people are to take notice of your store. Use these principles to design yours, thinking about color psychology and accessibility in your decisions.
Remember that the storefront design you settle on today doesn’t have to be permanent. Yours should change with the seasons, introduction of new products, and any promotions. The goal is to keep it fresh and exciting enough to convince people to come back time and time again.
Storefront design FAQ
What is considered a storefront?
A storefront is anything customer-facing that represents your brand. The storefront for a retailer, for example, could be how their retail store looks from the outside. It could also be an online store that they’re using to present their products to potential customers.
How much does it cost to design a storefront?
Storefront design can range between a few hundred bucks to thousands of dollars. Larger storefronts tend to be more expensive, though you can get the most out of a small budget using multipurpose elements like display screens.
How to decorate your storefront?
- Add lighting features
- Show your opening hours
- Install a sign with your brand logo on
- Make the entrance obvious
- Showcase bestsellers in the window
- Use window stickers and decals
- Add plants and greenery
Is a website a storefront?
A website is considered a type of storefront for retailers. It serves the same purpose as your window displays and shopfront design: to display best selling products and convince potential customers to learn more about them.