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Osterheld, C. M. (ed.) / The Wisconsin engineer
Volume 18, No. 8 (May 1914)

Hoeveler, John A.
Illumination of the show window,   pp. [unnumbered]-345

       the       Lfisconuin IEngineer
VOL. XVIII              MAY, 1914                     NO. 8
                  By JOHN A. HOEVEIER-1911.
       Illuminating Engineer-National X-Ray Reflector Co.
  It has been said, "The retailer-the man with a store-has no
better salesman at his command than his show window. It can
display goods and emphasize values in a most alluring manner;
and it is ever on the job."
  If this is true of a window in the day time, when everyone is
passing along the streets hurriedly, how much more valuable is
that same window at night, when the multitude moves along more
leisurely? We may even go further and say that the most "at-
tention compelling" windows, are the brightest windows-the
ones that stand out in contrast to their dimmer surroundings.
This emphasizes the need of illuminating a window, and illumi-
nating it brightly.
  With the advent of the incandescent electric lamp, show win-
dow illumination advanced tremendously, at least insofar as
brilliancy was concerned. The popular method of illuminating
the window was to outline it with bare lamps. The result was a
''much lighted" but hardly a "well lighted" window,
it is
a matter of common knowledge how difficult it is to see past such
a wall of light. The next step was the use of ornamental light-
ing fixtures centrally located in the window, and this is still the
popular method with many of the small merchants. From the il-
luminating stand-point it is not particularly good.   Deep
shadows are cast on the front of the goods, which is close to the
plate glass. The glare from the exposed lighting units interferes

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