This thesis examines how librarians at Swedish public libraries create book displays. Book displays are an important form of readers’ advisory, and are known to impact what books library users discover and read. This thesis aims to discover the goals that members of library staff try to accomplish in their display work, and what methods and tools they use to achieve those goals. Semi-structured interviews were conducted with four librarians. The collected data was analyzed using thematic analysis, applying a theoretical model created by Aant Elzinga and Sven Andersson. Their theory originally lays out three possible approaches to ethics in humanities research: traditionalist, pragmatist, and emancipationist. This thesis interprets these three approaches in the context of connecting users with literature. Four goals of display work are discovered, the first two of which are the most prominent. The first goal is to connect users with quality literature and learning, which is achieved by selecting classics for display, by deciding which literature is deemed to be of high quality, and by support from the law. The second goal is to invite users to read through appealing aesthetics, which is achieved by displaying visually appealing books, by creating displays that are appealing as a whole, and by utilizing the creative drive of the library staff. The third goal is to raise awareness of important social questions, which is achieved by creating themed displays. The fourth goal is to acknowledge the library’s users, which is achieved by displaying books recommended by users.