Childrens Clothes and Toy Shop, Orkney High Street

This very simple display seems to speak to both genders, mainly through simple product display and bright colours, obviously attractive to children of either sex.

Clothes and General Goods and Craft Shops on Orkney High Street

I have taken several photographs of the windows of these extablishments and brought them together as they concentrate on selling similar goods and in a similar fashion. The first windows show a highly feminine, almost sexualised display of manequin legs in a row, each covered in coloured tights and used to display women's jewellery, thus emphasising the gender specifics of the goods and perhaps suggesting the attractive, sexual properties of the jewellery itself. Definately a display aimed at women, but perhaps also men looking for gifts, since the mannequin legs could be deemed attractive to either sex.

The windows displaying both women's clothing and accessories again, unfortunately, suffer from reflective glare, however we can determine that colour coordination has been used to create an aesthetically pleasing display. The photograph of the model wearing the displayed clothing could be described as the idealised woman, attractive to the female gender in its respresentation of feminity.

The window encompassing children's toys and women's accessories and homeware is another example of clever display work. As children are not economically viable without their parents consent, the ladies shoes for example, ensure that both family members are attracted to all of the merchandise.

Men's Apparel Store, Orkney High Street

Again, an image very badly affected by reflective glare, however one of my only specifically male orientated images, mainly because it shows the display window of a men's apparel store. Again however, the main points are still visible. The display is simply and uncluttered, perhaps a response to the supposedly male need for order. The symmetrical display of similarly dressed mannequins, practically guarding the shoe display, emphasises this. Where the mannequins hands would be, sleeves are in the pockets, a very male stance.

Craft Shop, Orkney High Street

Again, this image is a victim of reflective glare however, as an example of a display designed in order to catch the female eye, it is still useful. The continued use of the colour blue creates a strong aesthetic in the display, and at the same time connects all of the shops different wares, from clothes, to accessories, to homewares. All of these items could easily be connected with the female sphere of aesthetics and home-making.

Ortak Shop Orkney

This image from the Ortak jewellery and craft business, one of Orkney's most famous exports, show another business using the imagery of the home to attract the female customer. Despite the display being divided into three sections, each one has a feminine angle, the first showcasing photophrames, vases and mugs, all paraphernalia of the home. The second displays women's jewellery and the third, while displaying alternative style crafts, retains its traditional connection with the home by displaying rather more uninteresting vases just beneath.