Openness Level and ExamplesThis level is more subjective than the other levels, but it is equally important. Window displays are designed to attract the consumer and to set up the image of the establishments. Some of the windows are more inviting than others. Some windows engage the consumer in a give-and-take with the store giving the display and the consumer taking notice of what is being sold and the image of the store itself. These windows are public. Some stores give a partial exchange or their customers might feel the need for an appointment in order to use the store. These stores are semi-private. Other stores actively exclude the passing consumer from the view of the services or items sold at the store. These businesses close of the view to the consumer even in a public viewing space that leads the consumer to assume that they can only receive this information by appointment. These window spaces are designated as private |
|
|
Muddy Waters Coffeeshop |
Public The type of business has a bearing on the openness level. A coffee shop is more open than a law office, for instance. Also, at the level of the window display, this coffee shop invites people to view it and to come inside. The windows have many items and certain themes to entice the consumer. Also, the display sets up an image of this coffee shop as a place to study that might attract students (its most likely demographic). Also, the high amount of postage indicates a desire for people to stop and look. The placement near the door of these signs indicates a desire to move people into the shop itself. |
|
Wiseman Jewelers |
Semi-Private Although this jewelry shop has jewelry on display that is organized by themes—university and autumn/Halloween, this window receives a rating of semi-private. This display is separated from the customer in two ways. First, there are at least two layers of glass between the customer and the items (the windowpane and the display case glass). Second, the display is separated from the consumer by distance because the cases are set away from the window by a few inches. These separations signal to the passing consumer that the merchandise is off-limits unless s/he gets permission from the store employees – a type of appointment. |
|
Landmark Square Executive Suites |
Private Other than the names painted on the window, there is nothing on display in it. Actually, the only view is of access, access via to the elevator and the staircase to the offices. The passing consumer would not simply "walk-in" to these offices. S/he would understand the signals of the lack of display and the access inward and s/he would make an appointment to gain access. Therefore, the merchandise or services are obscured from the public view even in the space designated for public viewing. |
