Too Much in a Window is Worse than Too Little
If the display is carefully studied it will be noticed that just enough goods are shown to suggest the line carried. A small assortment of up-to-date samples often proves more effective than a window crowded with samples of well known goods, which everyone knows can be found in a stock carrying such new and thoroughly up-to-date goods.
The firm in whose window the display was made (Fig. 10), carries one of the most complete lines of tools in the metropolis. Hence it would have been easy to fill the window from top to bottom with goods. But this concern, as well as all successful window display advertisers, recognized the value of exhibiting only a limited number. Such a window has greater selling power than one in which samples of all lines are placed, entailing considerable expenditure of thought, time and money.
Another point worth bearing in mind is that if instead of a general assortment of tools it had been intended to make a special window advertising planes, the same moving feature would have been in order and would have proved an exceedingly valuable feature. And there are few, if any, types of hardware which cannot be treated by the same method when it is desired to illustrate their function and provide powerful and appropriate attraction. In the case of ordinary tools a little ingenuity in designing and ability in handling is all that is needed for success.
In Fig. 11 is shown a rack or frame constructed of 1×2 inch pine strips. The entire frame is about 30 inches long, 12 inches wide and 24 inches high.
Fig. 12 shows the belting and pulley arrangement. A is the motor with a 1-inch pulley running to another pulley B, 10 inches in diameter. On the shaft of pulley B is fastened a small pulley 2 inches in diameter. A belt runs from this to pulley E, 8 inches in diameter. Pulley E has a small pulley 2 inches in diameter fastened to its shaft, from which a belt runs to pulley D, 12 inches in diameter. All of the pulleys are of wood with a groove for a round belt. The shaft for each consists of a wooden dowel pin ¾-inch in diameter and all the shafts are anchored in the frame at points indicated by the letter corresponding to the pulleys.
Fig. 13 shows the levers operating the planes. Pulley D has a long and short crank, one on each end of its shaft. These connect with strips of board running in casings H. These strips have screws projecting through slots in the board F, in which there are three slots, one for each plane. The screws are fastened by very small black wire to each end of the plane, with the latter resting on board F.
It will be observed that each plane receives different length strokes and all move independently of one another. The total cost of construction was under $15.00, a comparatively inexpensive outlay when the drawing power of the arrangement is considered.
Roy F. Soule
Hardware Window Advertising – 1914
– Jeff Burks