Chapter 6 Summary

                Chapter 6 summarizes the exterior of a store. The store's sign on the outside of the building, makes the first impression on the shopper. It sets the look and image of the store. How the sign is lettered, the materials used, the style of the lettering, the color—all are important. Its size and scale, in proportion to the store's front, the size of the building, and the signs around it, can make points for or against the store's image. The marquee, a permanent awning for protection from the elements, is an integral part of the building facade. It is often cantilevered out over the street, in front of the main entrance to the store. The use of hundreds and hundreds of lights on building facades and canopies can be most effective for holidays and store events. Outdoor fabric banners are inexpensive and expendable, but they are colorful, eye-catching, and eye-filling devices that flutter and flap in the wind. They can be and should be changed with the seasons or the store events. Awnings add another gracious touch to the exterior of the store. Not only do they supply shelter for the shopper during inclement weather, but they also make viewing a window display more pleasant during the heat of the day.