This paper is an experimental study on the influence of the demonstration effect by color and light source in show window. This experiment used semantic differentical method in model show window of actual size. The important outcomes of this study are summarized below. 1. In the result by factor analysis, three factors are classified. They are diversity, emotion, lightness. 2. In the study on the influence by light source, incandescence lamp is the most effective light source in every items. 3. In the result of the study on the influence by color source, according to each factor bring out following result ; Green is the most effective in diversity factor and ligthness factor. Yellow is the most effective in emotion factor.