Architect and engineer . aking merchandisemore accessible to the customer—the theorybeing that the better acquainted with themerchandise the customer may become thebetter are the chances that he or she willbuy it. Signs—catchy, telling, suggestive—havebecome a necessary part of store equip-ment, and their size, type and placingshould be considered in designing fixturesand some provisions made for them. Pricesigns are particularly in evidence in mod-ern merchandising, while the provisions forthem always appear to be an are often placed where they are notvisible. We sometimes
Architect and engineer . aking merchandisemore accessible to the customer—the theorybeing that the better acquainted with themerchandise the customer may become thebetter are the chances that he or she willbuy it. Signs—catchy, telling, suggestive—havebecome a necessary part of store equip-ment, and their size, type and placingshould be considered in designing fixturesand some provisions made for them. Pricesigns are particularly in evidence in mod-ern merchandising, while the provisions forthem always appear to be an are often placed where they are notvisible. We sometimes find them placedwhere the eye strain suffered bv an at-tempted reading discourages the decipher-ing of their telling message. Thev shouldnever be placed where they would projectinto a display or stock of merchandise orconceal a department or block an importantvista. In their design and placing, a nicety iscalled forth that will adjust signs to the THE ARCHITECT AND ENGINEER ^ 29 ? NO\EMBER. NINETEEN THIRTY-THREE.
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