During the holiday season the world turns into a glowing, jingling, white wonderland, and it is no wonder that it is the time where people spend the most money. Window displays range from simple to ornate, but no matter the level, they seem to have a very strong effect on whether one will buy a product or not.
In large cities like New York and Los Angeles people like Simon Doonan, who is the creative director of Barney’s New York, make their bread and butter from constructing elaborate displays such as the one displayed on the left. These professionals must have knowledge of lighting and exhibition techniques and have to compete to claim the title of the best in order to achieve positions of such high status. Knowing that information, it is amazing to think that the power of window displays were ever overlooked, although it happens all the time.
These displays have helped to materialize the world today, and create a more competitive fight for business during the holidays. It is the reason the phrase “window shopping” was invented, although it is hard to take the term literally when the displays create such desire for the products being advertised. Window displays work with one’s emotionals to market to them in an irrational manner. As a result one is very vulnerable to cave into this scheme which makes window dressing a very smart technique to sell, sell, sell!
So next time you see a very well dressed window, think about the hard work that goes into the overall masterpiece, the product it is selling, and the effect it is supposed to have on your emotions. Do this and you might find you can appreciate the display for all it is, and maybe without spending irrationally.
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