L. Frank Baum

“ A good background, throwing out a few articles that are good values or distinct novelties, may be relied upon to arrest the attention of the passing shopper. It is poor policy to display expensive and inexpensive merchandise in the same window, or to exhibit what is called a “mixed” window. A crowded window bewilders the beholder, and while he may admire the general arrangement and wealth of color, no one item will sufficiently attract him to induce him to enter the store, or will impress his mind so far that he will recollect it when occasion arises to purchase. ”

“ This combination of the two greatest forces in advertising has been found to succeed beyond any other method.
To make a display of goods in your window that is most attractive, that will sell readily the articles exhibited, is to-day acknowledged an art.
Many things are to be considered. There are the technicalities to be learned, judgment and good taste to be exercised, color harmony to be secured; and, above all, there must be positive knowledge as to what constitutes an attractive exhibit, and what will arouse in the observer cupidity and a longing to possess the goods you offer for sale. ”

“ In order to make a window stand out from its fellows something more than a plain arrangement of merchandise is needed. It must be unusual and distinctive to the extent of arresting the attention of busy people as they hurry along the street.
Shrewd and observant trimmers have found that the secret of successful windows is to have a background or mechanical device that will command attention, and then to place the goods in so ingenious a manner that in looking at the display people note the excellence of the goods and desire to purchase them. ”

“ Others see the sadness of mourning friends only, and think the flower strewn grave the best recognition of the day. So the matter of design must be left to the taste and disposition of the decorator. It is well, however, to bear in mind that mixed with the sorrow of the people is a strain of pride and exaltation that their loved ones died so nobly and heroically. ”

“ The street crier, the newspapers, the show window. The last mode of inducing trade is the modern one, and therefore the best. More goods are sold through window display than through newspaper advertising. It is more direct. The newspaper advertisement says: “We have goods to sell.” The show window says: “Here they are!”
But the judicious use of advertising through newspapers must not be discouraged. Every man, woman and child in town does not pass your windows. Those who do not may read in the newspaper of your attractive display of goods, and so be induced to pass your way. ”

“ It makes a window attractive enough to stop pedestrians, who, glancing at the display, unconsciously note that the goods on exhibition are thrown prominently into the foreground, while the coloring that made them pause has modestly retired, and serves only as a foil for the articles of merchandise. ”

“ When you hear a decorator sneer at mechanical features you may be sure he has himself no mechanical genius or he would not endeavor to belittle so genuine an attraction. Not that mechanical displays are suitable for all occasions, but there are times in every decorator’s experience when a “motion window” is really a necessity, and many other times when mechanism is a desirable adjunct to a display that otherwise would be commonplace. People are naturally curious. ”

“ It is true that a clumsy man, a man without judgment or taste, a man destitute of knowledge of the requirements of modern merchandizing, might prove a lamentable failure as a store decorator. But I have never known such a man desire to learn the art. ”

“ The attractive window is the business window. To make an attractive window requires all the brain power and craft and taste and handiwork of the most expert trimmer. The inexpert trimmer is the man who decorated that window which is not attractive and which the passing throng does not see at all. ”

“ But with a supply of the regulation standard pieces you may construct an endless array of arches, pillars, shelving, centerpieces, pedestals, etc.
The trimmer who is driven to attack the wood pile when he starts to make a display is not only to be pitied, but is badly handicapped in his work. The amount of time consumed in building each special fixture in your window is detrimental to profitable trimming, and annoying to yourself and your employer. A well equipped fixture room is a money maker, as well as a time and labor saver. ”

“ Cut the price sufficiently to interest people. Bear in mind that these goods might lie on your shelves years without moving if there was no show window to dispose of them. Properly displayed and properly priced, the show window will sell them like hot cakes, even though they are old enough to have gray whiskers. People dearly love bargains.
Don’t make the mistake of selecting a variety of goods for your display. Confine it to one line as much as possible, and when that is impossible confine it to kindred lines. You don’t need so very many goods if you know how to display them. ”

“ THE WINDOW. Our first consideration is the background. White is too harsh for general work, but is good when the window is so dark that it makes much glare and reflection. In this case it will heighten the light, render the display more distinct, and assist in avoiding reflections. Black (flat or gloss) painting of the interior, or a black cloth background, is objectionable because it makes the window a veritable “camera obscura” and reflects everything. It also renders the colors of the goods dull or broken. ”

“ The time saved in trimming a window is a very important factor. A few frames made of light strips, covered with cheap muslin, forms an excellent groundwork. They can be decorated with cheesecloth in sunbursts, pleating—or, in fact, there is no limit to the variety of ways to treat them. The frames can be made in convenient sizes to fit your windows, so that they can be easily handled and put together quickly in the window. Both sides of the frames should be decorated, so that after you have used one you can turn your frame, showing a different style and color entirely. ”

“ For a symmetrical window a centerpiece is always necessary. It may be an arch, a pair of steps, a circular recess, or whatever you choose, but the center is always the most important point of your trim. Good windows are sometimes made by building out the sides uniformly and drawing them toward the center, but it requires much skill to do this successfully, and even then you cannot ignore the center, where the eye of the observer rests first and most frequently. This is the reason a small window is often as effective as a large one. ”

“ Some of the best windows I ever saw contained very few goods; but, bear in mind, every piece stood out as distinctly as a wart on a man’s nose. At the same time a well-filled, or “stocky” window, as it is called, frequently is quite as effective as any, and a reputation for carrying a full stock is a desirable thing for any merchant. ”

“ In some mercantile establishments the trimmer has an electrician at his beck and call, and when a design is ready he simply pushes the button and Mr. Electrician does the rest. But I know that these are exceptional cases, and that in the majority of establishments the trimmer is thrown upon his own resources, and has no one to help him out of his difficulties. And if he is not posted on electrical appliances, his designs are not properly illuminated—a deficiency that annoys the conscientious trimmer as much as it does his employer. ”

“ This would be embarrassing to the beginner or the modest man, but its advantage lies in being an added attraction for the store. People are often curious to know how a window display is built up and arranged, and enjoy watching the workman. Often the people attracted are the loafers of a town, and those who, having no business of their own, would not be likely to bring business to the store. But in cities where the streets are crowded, the open window may be considered a distinct attraction to the casual observer and the general public. ”

“ If there is a broad street before your window, or an open space, it will be almost impossible to take a picture by day; for, plant your camera where you will, it is always darker in your window than it is outside, and the opposite condition should prevail. But you can get it at night. See that your electric lights, while flooding the window, are themselves hidden from the street. If you have a good lens from twenty to thirty seconds’ exposure will be enough. A lens not especially rapid will require more time. ”

“ At first thought it would seem best to make a plan of your window, but sometimes it will not look as well when completed as the plan would seem to indicate. And, again, if you build up a window without any forethought, it is just as liable to be a disappointment as a success. Perhaps it is best to have some plan formulated if only in your mind, and then work as closely to it as your window and your material will allow. If you see a chance to improve it as you work, you may easily do so. ”

“ The effect is simply gorgeous, the silk sunburst taking all the tintings of the tissue paper screen and the colors blending in perfect harmony, from the rosy tints of the rising sun to the deep purple tones of the sky. It puzzles observers to know how this brilliant effect is created; but you know how to do it now, and can try it yourself. It will be sure to attract attention and excite admiration. This is the invention of Leonard Shogran.
130
DESIGN SHOWING ELECTRIC SCENIC BACKGROUND.—Shogran. ”

“ The extreme sides, or ends, of your window may be next heaviest or fullest. Between the center and the ends the trim should be lightest; but this depends considerably on the shape of your window and the character of the trim. If you have no judgment don’t attempt to trim windows. Aside from an artistic eye and deft workmanship the only other requisite of a successful trimmer is common sense.
Do not place your trim too near the window pane, as it destroys the effect of the best display. Unless goods are very small indeed they will look better the farther they are removed from the pane. ”

“ You may find a picture or model that would make a good subject for a novelty window of certain kinds of goods, and it could be worked out in fine style if only sufficient time were given for detail work, that is, making all of the different parts of the subject in their proper place, and leaving out of the work not the slightest detail necessary to make the finished work identically like the picture or model. ”

“ The wheel may be of any size, to suit your window, and should be constructed of pine or other light material. It is extremely simple, and may be constructed by any one, while, as may be seen at a glance, it is sure to be a very attractive display.
THE FOLDING STAR. The design is a background, to be used in connection with any line of goods. When the star is closed all that fronts the spectator is a mass of white puffing. It slowly opens and reveals a recess in which is a display of goods strongly lighted by hidden incandescents. The effect is beautiful and is sure to attract attention. ”