The Museum of Modern Art, MoMA Highlights, New York: The Museum of Modern Art, revised 2004, originally published 1999, p. 157
In the Savannah photographer's window there are fifteen blocks of fifteen pictures each, for a total of 225 portraits, less the ones hidden by the letters. Most of the sitters appear at least twice, but altogether there are more than one hundred different men, women, and children: a community. Evans explored the United States of the 1930s—its people, its architecture, its cultural symbols (including photographs)—with the disinterested eye of an archaeologist studying an ancient civilization. Penny Picture Display might be interpreted as a celebration of democracy or as a condemnation of conformity. Evans takes no side.
The photograph is very much a modern picture—crisp, planar, and resolutely self-contained. But instead of reconfirming a timeless ideal, as artistically ambitious American photographers before Evans generally had aimed to do, it engages a contemporary particular, rooted in history. And it announces Evans's allegiance to the plainspoken vernacular of ordinary photographers, such as the Savannah portraitist who made the pictures in the window.