Display is about showing--and selling! It is a "commercial art":the art and artful use of design to sell. Display may be about selling a product but often it is more than the product that is being promoted: display is often promotional presentation. Yes! We do promote or advance the best qualities of a product when we display it, but we should also be promoting the retailer's brand image and the targeted market's idea of who and what they are. We are promoting image and lifestyle as well while creating an illusion of dreams come true. Though display is all theatrical illusion--lights,color, background, props and the "star"--the product, it is also about the shopper's aspirations, hopes and wish fulfillment.