Close inspection will reveal that these two storefront views have something in common. By amplifying the peripheral they draw attention to the particular. The textured glass used in the top panes and transom of the quilt shop have the effect of sending the viewer in search of visual clarity, which she quickly finds in the detail of the merchandise displayed in the main window below.

Tiny Shopfront, Photo used under Creative Commons

Shopping Center Facade, Photo compliments of Lord Muttley McFester

Something similar is happening to the shopping center facade, only on a larger scale.  The reflective facade material creates an impressionistic image and implies that there is more detail which is only revealed when the shopper follows her natural inclination to identify and assign meaning.  This she finds in the store signage and entries below.  I call this visual cognition.  It takes place in a second;  just long enough to get the shopper to take note of the store and maybe even decide to go in.

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