Window: an opening in the wall or roof of a building or vehicle that is fitted with glass or other transparent material in a frame to admit light or air and allow people to see out or in.
Looking out of a window and looking into a window generate different feelings. Looking out of a window provides a feeling of dominance of the interior space you are in. Looking into a window is to look in on something personal of someone else's or your own. You see an outer perspective through a window which leads to something personal. A window for others to intentially look through can generate an immediate varied perspective depending on what the window in framing. Offering a window for potential customers to view a brand or a business is essential in creating a representative design. How and what you frame with that window dictates the presence of the brand.