…please decorate Jagannatha with very attractive nice clothing and ornaments, helmets, as brightly and magnificently as possible… There shall be sufficient flower garlands for them daily also.

The decoration should be so attractive that people when seeing Jagannatha will forget all attractiveness of Maya. Then it will be successful, and actually, this is the process of decorating Jagannatha. Our eyes are attracted by the beauty of Maya, but if our eyes are attracted by the beauty of Krishna, the Jagannatha, then there is no more chance of our being attracted by Maya. In other words, when seeing Jagannatha nicely decorated, we become freed from the clutches of Maya.

(From Srila Prabhupada's letter to: Yamuna — Montreal 7 June, 1968)