This chapter discussed closed-back window is known to be the typical display. It has a full back wall, sides, and a large plateglass window facing pedestrians on the street. It is also called an enclosed window. It discussed some of the problems associated the store windows that visual merchandiser has with the glare in the glass that blinds the shopper and cuts down on the visibility of the merchandise presented. Often, shoppers get a better view of what's going on out in the street and in the shop across the road than in the window into which they are looking. Some solutions visual merchandisers used were decorative awnings to shield windows, cutting down on the glare. Reflection is another problem, but some visual merchandisers have found that the use of lighter-colored backgrounds in the window creates better balance with the light coming from outside which was helpful in minimizing the reflection .
Once past the plate glass and into the window proper, the floor must be considered. Most display window floors are raised anywhere from 8 or 9 inches to 24 inches from street level. Rarely is the floor of a standard 8- or 9-foot-high window raised more than 2 feet—that would place the mannequin too high above eye level. Three floor settings are :A raised floor makes it possible to dramatize an object by forcing the viewer to look up to it. Other options are the raked floor, in which the back of the floor is several inches higher than the front, creating a ramp effect. Another style is the elevator- type windows. This floor is actually an elevator platform that can be lowered to the basement level, where the “window” is prepared and set and then raised to the desired level.
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