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Try opening a Cmd window and running ...\sqldeveloper\sqldeveloper\bin\sqldeveloper.exe. That way any error messages will go to the console window and it will stay open for you to read it.
Usually downloading the 32-bit SQL Developer with the 32-bit JDK included works fine on both 32-bit and 64-bit Windows. Just make sure you have write access to the \Users\<your_userid>\AppData\Roaming directory: that is where the user-related SQL Developer settings are typically stored (unless somehow customized) on Windows 7.
SQL Developer Team