- Pixel spacing is chosen from how close people stand. Finer spacing is sharper but less see-through.
- Film or mesh fixes to the glass and is light. Rigid panels and freestanding posters stand behind it and are usually brighter.
- Black shows as clear glass, so good window content uses dark space on purpose.
- Photos of the window, its size and which way it faces are the most useful things to send.
How see-through is it?
The LEDs sit in fine rows joined by very thin wires, with clear gaps between them. Manufacturers quote transparency from roughly 60 to over 90 per cent, depending on the product and how closely the LEDs are spaced. Those figures are measured by the makers, so it is worth judging a sample with your own eyes.
When the display is switched off, the window looks much like ordinary glass from the street. Up close you can see a fine grid, a little like a faint screen, and the glass can look slightly darker.
Pixel spacing and viewing distance
Pixel spacing, often called pixel pitch, is the distance between the centres of neighbouring LEDs. The closer people stand, the finer the spacing needs to be before the picture stops looking like a grid of dots. Finer spacing means more LEDs, so the display is sharper but less see-through, and usually costs more.
| Typical spacing | Where people view it from | Trade-off |
|---|---|---|
| About 2.5 to 4 mm | Close up: showroom glass, receptions, counters | Sharpest picture, least see-through |
| About 6 to 10 mm | The pavement in front of a typical shop window | A balance of picture and view into the shop |
| 16 mm and wider | Across a street, an atrium or a plaza | Most see-through, coarse when seen close up |
A rough guide only. Products and ranges vary, and the right choice is best confirmed by viewing a sample at the real distance.
Spacing also sets how much detail the display can show. A window 2 metres wide at 8 mm spacing is only 250 pixels across, far fewer than a television. That is why content needs designing for the display rather than reusing a TV advert.
Film, panels or posters?
There are three main types for shop windows. Which one suits depends on the glass, the light, the space behind the window and how long the display needs to stay.
| LED film or mesh | Rigid LED panels | Freestanding LED posters | |
|---|---|---|---|
| How it fits | Fixed to the inside of the glass | Stands or hangs behind the glass on its own frame | A self-contained screen that stands on the floor behind the window |
| Weight | Very light | Heavier, so it needs its own support | Supports itself, and can be moved |
| Brightness | Suits most windows | Usually brighter, which helps windows in strong sun | Usually bright |
| The glass | Needs smooth glass in good condition | Does not touch the glass | Does not touch the glass |
| Window space | Takes up almost none | Needs a little depth behind the glass | Needs floor space behind the window, and is limited to its own size |
| Repairs | A damaged section may need re-applying | Individual modules can usually be swapped | Usually repaired or swapped as one unit |
Designing content for a see-through window
On a transparent display, black is not shown as black. Black areas simply do not light up, so the shop shows through there. Good window content uses that on purpose.
- Use dark space as a design tool. Leave areas dark so the products and the shop stay visible behind the message.
- Go bold. Strong shapes, bright colour and large type read well. Fine text and pale images fade into the view behind.
- Make it readable in a few seconds. Most people see a window while walking past, so one clear idea per scene works better than a long sequence.
- Keep motion simple. Slow, clear movement catches the eye without turning the window into noise.
- Design at the display’s own resolution. Ask for the pixel size of the display and make content to fit it.
- Plan for day and night. The same content can look very different in sunshine and after dark.
Daylight, night and consent
A window in direct sun needs a brighter display than one in shade, so which way the window faces matters as much as its size. After dark, the same brightness can be far too much. Displays can dim automatically with a light sensor, which keeps the picture comfortable at night and is kinder to neighbours.
In England, an illuminated display close to a shop window can need advertisement consent, and councils can limit brightness or moving images. Many councils refer to the Institution of Lighting Professionals’ guidance on the brightness of illuminated advertisements (PLG05). Automatic dimming helps keep within it. See the consent question on our digital windows page for more.
Is your glass suitable?
- Coatings and tints. Energy-saving (low-E) coatings, solar films and heavy tints can affect how film sticks and how bright it looks. They are best checked with a sample.
- Curves. Film can follow a gentle curve. Tighter curves usually need a different product.
- Condition. Scratched, damaged or very uneven glass may not suit film.
- Temporary sites. Film can often be removed from suitable glass, which matters for pop-ups and short leases. Say if the display is temporary before anything is fitted.
- Power. The display needs power near the window and somewhere discreet for its controller, usually above or below the glass.
How do you know it is working?
Pick one thing to measure before the display goes live, then compare the weeks before and after. For example:
- People entering the shop, if you have a footfall counter.
- Scans of a QR code or visits to a short web address shown on the display.
- Sales of the product the window features.
A few weeks is usually enough to see whether a campaign is pulling its weight, and changing the content and measuring again is the advantage of a digital window.
What to send us
An outline is enough to start. These details help us give a useful answer sooner:
- Photos of the window from outside, and from inside looking out.
- The size of the window and the number of panes.
- Which way the window faces, or whether it gets direct sun.
- How close people usually stand or walk when they see it.
- Your opening hours, and whether you want it on after closing.
- Where the nearest power is, if you know.
- Any coating, tint or film already on the glass.
- Whether a landlord or shopping centre needs to approve it.
- Your target date, and a rough budget if you have one.