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3 Tips for Creating an Eye-Catching Window Display

Eye Catching Window Display for retail store

Your window displays are like billboards for your store. It is the first things customers see when they pass by your store. A standout window display piques a shopper’s curiosity and lures them to enter your shop. However, most small businesses pay little to not attention to their window display due to limited resources. Others find it difficult to harness the creativity needed in creating an effective window display.

Eye Catching Window Display for retail store

If you want to capture attention and inspire prospective customers to step into your shop, then you need to make your storefront stand out. Here are some tips for creating a window display that turn heads and drive foot traffic.

1. Tell a story

Most people would start by creating a theme. But by doing so, you might be tempted to put together all your red and green merchandise and put them on display. That won’t make an impressive display. You want to create a story based on a theme. Instead of a Christmas-themed display, consider the Nut Cracker. Use your story-telling prowess to convey the message and then incorporate your products to the display.

2. Be bold

People’s attention spans are getting shorter these days. Add to that, they’re always in a hurry. Customers won’t even look at your shop as most of them are talking on the phone, texting someone or having a conversation with a friend as they pass by. Avoid the predictable if you want to get noticed. Use bold colors and shapes. Be bold in every way. You’ll want to pull all the stops just to make sure they notice your shop. When people stop to look at your window display, they will come inside your store.

3. Show off the wants

Most people respond to the things they want. If you’re running a shoe store, you wouldn’t want to display generic black-heeled shoes that women wear to work. Bring out those Jimmy Choo and Louboutin stilettos instead. Just because they are in need of black pumps, doesn’t mean they won’t treat themselves to those expensive shoes. Put your newest and most expensive shoes on the spotlight and you’ll definitely see an increase in foot traffic.


Capturing the Cartier Window Displays

Cartier Chicago window display

For the past 6 years I have shot for Cartier during the holiday season at 630 N. Michigan Ave. I wanted to share a few insights into the day of the shoot and the images we capture.

As there is only a limited window of opportunity to shoot where the outside light balances the inside light yet before the sidewalks get too busy with pedestrians and the street too busy with traffic, my team and I arrive at 6:30 in the morning the day before Thanksgiving to start cleaning the sidewalks and exterior glass.

The Regional Visual Merchandising Manager flies in from New York to arrange the windows and work with me on the shoot.  He and a security guard have to be there early to set up because merchandise is removed from the windows every night.

One of the most difficult challenges, besides inclement weather, is to eliminate the reflections in the windows. Many photographers who are new to the process may find themselves struggling to eliminate these reflections, but our team prides ourselves in nailing retail window shots.

The shoot is only half the job.  Post-production includes color correction for variation in color temperatures of multiple light sources, compositing of different images together, and retouching.  Surprisingly to many, post production work takes far longer than the shoot. Take a look at some of my favorites below and don’t hesitate to reach out for any retail or commercial work for your own business.


Things to Consider When Hiring a Corporate Event Photographer

what to look for in an event photographer chicagoIf you own or manage a business, there will come a time when you’ll need to hire a corporate event photographer to capture photos on your next conference or meeting. You may be tempted to ask a friend or your staff to do so, but you shouldn’t trust just anyone with this role. Professional photographers do more than take photos. They use their experience and training to capture the beauty and importance of each occasion.

Here are some things you should consider when hiring an event photographer.

Background and credentials

Event photography is a specialized field that requires its own set of skills. Just because a person owns an expensive camera, doesn’t mean he’s a professional. A camera is a tool, and does not guarantee that he’ll produce great photos.

Consider the photographer’s background and credentials. What kind of events do they cover? How many events like your do they shoot a year?


Believe it or not, some people would only look at the pricing and won’t even bother to look at the photos. Photographers put their best work on their website so feel free to check them out. Compare photographers by their portfolio, not their pricing. Make sure that their style is what you’re looking for.


Try to get price quotes from a number of photographers. Most photographers try to be flexible with their rates since they do understand that some clients are working on a tight budget. However, you also have to understand that the saying “you get what you pay for” usually applies when hiring an event photographer. Haggling may not get you the results you want.

Needs and expectations

Figure out what you want to get out of the event before talking to candidates. Communicate specific event details so as to give the photographer an understanding of what you want captured and where he needs to be at specific times.

With more than 20 years of experience G Thomas Ward Photography has been helping businesses in Chicago capture their business events and conferences. View our Event Photography gallery for samples of our work.

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Non-Profits and the Value of Photography

Candid event photograph in Chicago

Recently a friend of mine saw a post on a local marketing Facebook page where the Executive Director of a charitable organization was looking for a photographer.  I contacted the Executive Director and had a nice long conversation about the mission of the organization and what the job would entail.  At the end we got to talking about budget and he told me that their budget was $300/day for the photographer and that he had a hard time in his mind justifying more because they want to put as much money as possible into fulfilling their mission.

I’m sure almost every photographer worth their salt has run across this pitch with regard to non profits before.  The temptation is to let the conversation end there and part ways.  That is what I’d normally do.  However, part of what we do sometimes involves educating our potential clients as to the value of what we do and the cost of merely being in business.  So, I sent him the following follow up letter (slightly edited).   In this instance, we weren’t able to come to an agreement, but sometimes it’s worth the try.

“I just wanted to follow up with you after our conversation yesterday.  Oftentimes, people in your position are ambivalent about paying the going rate for a truly good professional photographer.  This often stems from hiring cheaper photographers and getting less than the desired result, and in turn it devalues what truly committed and experienced professionals do.  It’s a struggle at times in my industry to get people to recognize the value of what we do.

For every day we spend shooting pictures, we spend at least a half a day negotiating the details of the job, replying to emails, writing up contracts, editing and adjusting the “raw material” that comes out of the camera, burning DVDs of the images, archiving the images and billing the client.  Additionally, we have very expensive equipment to buy, maintain and upgrade every few years…the same for our computers and software.  We fund our own health insurance, retirement, sick days, business insurance, pay the rent on our studios, buy, maintain and fuel our vehicles so we can get to your locations, pay to build and maintain our websites and other marketing materials and myriad other expenses…this is before we  even break even…let alone pay ourselves a salary…and this is why $300/day is not a sustainable business model. 

Like people who are employed by nonprofits….freelancers who work with non-profits need to make a living.  Just to give you another perspective on this, I’m sure if someone offered you your job as executive director for $20,000 a year with the caveat “we want to put as much money as possible into our mission”….well, you’d start to understand that we all bring our talents to the table and need to be compensated accordingly. 

That being said, I understand that you may or may not be prepared to milk the photographs for what they’re worth.  They could be used on your website, social media campaigns, annual reports, fundraising materials, press releases, etc.

I hope you don’t find this email “out of line”.but I did want to reach out to you to try to give you another perspective  We all have to make a living, and high quality, professional photography has a vast potential to help you further your mission.  It’s an investment.  Ultimately, who you hire and what you pay is up to you.  I’d love to work with you, and build a sustainable business relationship if possible.  Regardless, you have a great mission and I appreciate the work you do.”


“The Collectors” Series

After my first few photography classes and trying my hand at a variety of photographic genres, I took a class in large format photography and the view camera.   Even though the age of film photography is for all practical purposes dead, most people over the age of 30 are probably somewhat familiar with 35mm cameras.  But view cameras use negatives that are 4×5 inches or larger…so, the negative is roughly 15 times larger than a 35mm negative.  They’re the kind of cameras you see in old black and white movies with the photographer’s head under a black cloth.  For some reason, I took a liking to this medium, perhaps because none of my classmates were particularly into it, or maybe it was because of the unique ability of the medium to capture detail with a clarity way beyond 35mm.

Throughout most of my time as an undergrad, I worked in a store called “Rosie Cheeks Vintage Clothing” which was  a legendary local hang out for all sorts of fascinating people:  artists, gays musicians, dandies and other assorted self-styled hipsters and misfits of the era.  I was looking for direction with my photography work and it occurred to me to do portraits of some of our more colorful customers.  I believed the 4×5 format, with its ability to capture detail, would be the perfect medium for this kind of work.

Shooting what I loosely called “The Collectors” series, was really the beginning of my taking myself seriously as a photographer.  I wasn’t just “taking” pictures, I was making them.  And my teachers also started to take me seriously as a photographer.  I worked on this series through the time I graduated with my BFA in photography in 1987.  On the strength of the work, I applied for the Mary C. McClellan Scholarship in Art and was awarded the top award for the year, beating out all other applicants from any artistic medium at my school.  With the money, I undertook the my next project in my post-graduate life, the “Route 40-From St. Louis to Terre Haute” series.  But I’ll show and tell more about that in my next post.


My years of experience include shooting for a wide variety of clients both corporate and personal, including Cartier, WTTW, The Chicago Reader, Northwestern University, Hartmarx, Music of the Baroque, Red Moon Theater, Theo Ubique, Third Coast Marketing and many, many more.

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Chicago, IL 60626

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