. Florists' review [microform]. Floriculture. florist* whoa* eaxda svPMtf on the iwros cmrtyinm thim lioad* ar« proporod to fUl orders '"-*-- from otber florist* for local deUTcnr on tlie xunal have arrived a"; a full understanding of the actual character of the service which the display window performs. The show window is as a stage and the goods on display are the actors there- in. Logicians may condemn that simile on the ground that inanimate articles of merchandising are not comparable with the living, breathing actor. The fact re- mains that the florist who adopts the st
. Florists' review [microform]. Floriculture. florist* whoa* eaxda svPMtf on the iwros cmrtyinm thim lioad* ar« proporod to fUl orders '"-*-- from otber florist* for local deUTcnr on tlie xunal have arrived a"; a full understanding of the actual character of the service which the display window performs. The show window is as a stage and the goods on display are the actors there- in. Logicians may condemn that simile on the ground that inanimate articles of merchandising are not comparable with the living, breathing actor. The fact re- mains that the florist who adopts the stage manager's point of view with re- gard to the problem of window lighting and dressing will find himself well on the road towards getting the full sell- ing value out of his windows. The good stage manager conceals the mechanism of his lighting; he allows only the ar- tistic effects to be seen and enjoyed. He does not annoy his audience with the distracting and painful effects of visi- ble light and unscreened lights or glare. Most important, perhaps, of all, he does not depend for his effects upon a flow of light from any one source or direc- tion; he makes use of border lights, foot lights, flood lamps, bunch lights and spot lights; withal, he is economical in his use of light, wasting none of it in borders or flies or in the auditorium. He uses reflectors to place the light where it will do the most good. Further- more, he makes use of backgrounds, stage properties and lighting all to one end, to bring out the work and personal- ity of the actors. And the florist who works with the same intelligent effort to bring out through good lighting the attractive features of the goods on dis- play may depend upon it that his win- dows will contribute their share to- wards the success of his selling effort. Effect on Merchandise. Profiting further by observing the methods of the stage, the shrewd florist will not permit the use of mirrors in his windows in any position where their
Size: 2943px × 849px
Photo credit: © Library Book Collection / Alamy / Afripics
License: Licensed
Model Released: No
Keywords: ., bookcentury1900, bookdecad, booksubjectfloriculture, bookyear1912
