Overcoming daytime reflections in show windows

Buildings and objects on the street having a greater relative brightness than the objects in a show window are reflected in the plate glass hindering the visibility of the display in the window. Such reflections are a source of considerable annoyance in show windows. The apparent transparency of the glass is reduced to such an extent that it is impossible to discern the details of a display within the window; the result is a corresponding decrease in the effective value of the display. When one realizes that store managers whose windows are located on an important, busy street estimate the advertising value of their windows at from $50,000 to $150,000 a year, the undesirability of daytime reflections can be appreciated.