336 



HORTICULTUBE 



April 24, 1920 



WINDOW DISPLAYS AT NIGHT. 



Lighting Which Gives the Best Effects 

 to Attract Trade. 



City florists have an excellent oppor- 

 tunity to obtain considerable good ad- 

 vertising by means of well lighted 

 windows. This matter is discussed 

 very intelligently and at considerable 

 length by Robert Falconer in The 

 Seed World. In part he says: 



"The sales value of show windows is 

 usually greatest at night. This is the 

 case because at night people have 

 more leisure. They have the time to 

 stop and look at the window. In ad- 

 dition, the streets are comparatively 

 dark and there are not so many other 

 things to attract their attention. If 

 the windows are well lighted, the at- 

 tention is concentrated upon the dis- 

 play. 



"The prime essential of window sell- 

 ing is good lighting. Unless the win- 

 dows are well lighted at night, and 

 sometimes even in the daytime, people 

 will not be able to see the display dis- 

 tinctly. Now, good window lighting is 

 exactly the same as good stage light- 

 ing. The window that has a complete 

 lighting system has all the different 

 lighting units that are used on the 

 stage. To have a lighting outfit that 

 will make possible the displays that 

 will always attract attention and re- 

 sult in the maximum number of sales, 

 the average sized window must have 

 the following lights: There must be 

 lights at the front lop of tlu; window 

 which serve the same purpose as the 

 drop lights in the theatre. It must 

 have lights along the floor of the win- 

 dow close up to the window glass 

 which should be installed much after 

 the manner of and will serve the same 

 purpose as the footlights in the the- 

 atre. In addition, there should be a 

 couple of spotlights. 



"Stores today have failed to realize 

 the full value and the real economy 

 of spotlights. The spotlights should 

 be located in the front corners of the 

 windows and at a height a little dis- 

 tance above the level of the heads of 

 the people looking into the window. 

 If they are located too high, the best 

 results cannot be secured, and if they 

 are located too low, they will attract 

 too much attention themselves. Bach 

 of these sets of lights should be 

 equipped with color screens of differ- 

 ent colors. 



Get Ahead 



Sow Now For Next Christinas 



PRIMULA CHINENSIS 



Per 

 200 Seeds 



FBrqubmr's OLant Pink $2.00 



Farqnhar'a Giant Salmon 2.00 



Faxquliar'a Ruby Qae«n 1.76 



Farquhar'a Giant R«d 1.75 



Per 



230 8<>e<la 

 Farnhqar'a Giant Onoheas (Whltf 



with pink lane, primrose eye) $1.7B 



Farqobar's Giant Whit* 2.00 



Sow Now For Strong Spring Plants 



ANTIRRHINUM 



Giant Ruse Pink M. 01., 



Giant White M OX., 



.00 

 .60 



Giant Yellow ^4 oz., 



GUnt Searlet H ex.. 



CARNATION MAKGTTERITE. FarqalWT'e New Giant Mixed, 



1/10 ox., $1.25; H ox., 



LOBELIA. Farqabar'B Dark Bine, Dwarf H oz., $0.85; \i oc., 



PBTVNI.'V. Farqubar's RufTIrd Glant« Mixed 1/18 oz., 



8AJLVIA SPLBiNDENS BONFIRE hi OZ., $1.00; 0»., 



SALVIA SPLENDEN8 COMPACTA % oz., $1.00; OX.. 



•ALVIA BPI.ENDKNS hi OX., $0.75; OX., 



SALVIA ZURICH V4 OX.. 



VERBENA. Farquhar'a Giant Blue, Pink, Scarlet, White, 



hi OX., $0.36; Vi oz., $0.00; oz.. 

 VBBBBNA. F)arqalui.r*a Mammoth Hybrids Mixed, 



hi OX., $0.SS; hi ox., $0.60; ox., 

 TTNCA. Bright Rob«, White with roM eye. Fare WUte hi ox., $0.60; o«.. 



.60 

 .40 



$2.00 

 $1.50 

 $4.00 

 $3.76 

 $3.60 

 $2.2S 

 $1.60 



$2.00 



$2.00 

 $L7B 



R. & J. FARQUHAR COMPANY 



BOSTON, MASS. 



STllMPf& WALTER CO. 



Seeds and Bulbs 



30-32 Barclay Street 

 NEW YORK CITY 



Bolgiano's "Big Crop" Seeds 



"TESXTED AND TRUSTED" OVER A 

 CENTURY 



Slieoial Price Liat to Florist* and Market 

 Gardrnera. Write for a copy at onoe — it 

 will aave yoa money. 



J. BOLGIANO & SON 



BALTIMORE, MASTLAITD 



EVERYTHING IN CUTTINGS AND 



SMALL POT PLANTS 



MAGIC HOSE SEEDS A>'D BULBS 



NICO FUME 



ROMAN J. IRWIN 



IMPORTER 

 S2l 6th Ave. NEW YORK 



GARDEN SEED 



BKBT, CARHOT, PARSNIP, RADISH (ad 

 QARDBN PEA 8BSD in raiiety ; also other 

 Iterufi of the short crop of thia paat season 

 ss well as a full line of OardeD Seeds, will 

 be quoted jon upon appllcatloa to 



S. D. WOODRUFF & SONS 



82DerSt.I>KW YORK and ORANGE CONN. 



SEEDS, BlHiS. PLANTS 



JOSCPfl BRECK & SONS, CMP. 



47-M North Market 8tr»^ 

 BOSTON, MASS. 



W. E. MARSHALL & CO. 



SEEDS, PLANTS AND BULBS 

 Horticiritural Sundries 



166 W. 23r<i St.. NCW YCtm 



Method of Installation. 

 ■'One row of ceiling lights is all that 

 is necessary. They should be equipped 

 with reflectors or troughs that will 

 throw the light upon the front of the 

 display and should he hidden from 

 view of the people in the street hy 

 means of a valance or a painted sign 

 across the top of the window glass. 

 If the ceiling is higher than the top 



of the window, some light will be 

 .'iaved by installing the row of lights 

 at the top of the window sash. Pro- 

 vision should be made on the troughs 

 or the reflectors for attaching color 

 screens in order that the desired color 

 of light can be obtained. 



"The floor lights may be installed in 

 much the same manner, except that 

 the tops of the troughs or the reflec- 



