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SPRING WINDOWS xt 

 M THAT SELL STOCK 



Though normal, healthy people usually enjoy crisp winter weather, yet 

 they look forward longingly to nature's spring reawakening. Hence a 

 realistic spring window is sure to strike a responsive chord in the hearts of 

 the passers-hy. The approach of the vernal season, therefore, provides great 

 opportunities for the window decorator. 



PRING is approaching with 

 a fine assortment of bulb- 

 ous stock, such as daffo- 

 dils, tulips, hyacinths and 

 other forms of narcissi. As 

 they are about the first 

 brightness and cheer 

 after a long, dismal win- 

 J ter, people are especially 

 susceptible to their charm 

 and an unusual window display is likely 

 to prove irresistible. An artistic bas- 

 ket of spring flowers is emblematic and 

 suggestive of the season and nothing is 

 more tempting — not the same old bas- 

 ket we used to make, however, as basket 

 arrangement, like everything else, must 

 reflect the spirit of the times in order 

 to attract and hold attention. Combina- 

 tion baskets with large, "sassy" bows 

 of ribbon are popular at present. 



A Combination Basket. 



In making an effective combination 

 basket, one should first select his stock, 

 then his ribbon. A low basket, with a 

 low handle and tin container, so all 

 the stock can be in water, is preferable. 

 Do not mix the colors all up. A better 

 offect can be obtained by keeping every 

 line distinct. This is more essential to 

 the art of a basket than the coloring. 

 Distinct coloring Is 

 better than too 

 much harmony. If 

 a basket is made in 

 light pastel shades 

 and something 

 seems to be lacking, 

 try introducing a 

 line of hard color. 

 It may give the 

 touch of life that is 

 required. Mass the 

 flowers in order to 

 bring out the color, 

 and use contrasting 

 'Olors if possible. 

 People want color 

 creations nowadays, 

 but one must avoid 

 the danger of going 

 to extremes. 



As an example, 

 light blue hyacinths, 

 Yellow Prince tu- 

 lips, snowdrops or 

 lily of the valley 

 and violets make a 

 e: d combination. 

 Keep each kind of 

 flowers by t h e m - 

 selves, so they will 

 contrast well. Se- 

 '•"ft a low -handled 



By FRANK D. PELICANO 



Of Pelicano, Rossi & Co. 



basket and save a few flowers for the 

 handle where your delft blue ribbon is 

 tied into a stiff bow. 



A Meaning in the Bibbon. 



The bow should never sprawl care- 

 lessly across the basket and flop over 

 the sides. The effect is insipid. The 

 ribbon should have a meaning. For in- 

 stance, it may be drawn tightly under 

 the basket and up to the handle on both 

 sides, so as to give the idea it has some- 

 thing to do with keeping the flowers 

 in the basket. Make the bow stand out 

 with life, in millinery style. 



Some designers can work to much 

 better advantage than others on ac- 

 count of better materials. Good ideas 

 are rendered more or less ineffective by 

 poor materials. The wisdom of extreme 

 economy in a window trim is question- 

 able, as his display is the best adver- 

 tising medium a florist has. People talk 

 when they see something clever and de- 

 sirable, and more if they receive it. 

 Printed matter is not always striking, 

 whereas windows can always be 

 made so. 



PICTURE WINDO>A/S. LIKE THE ONE ON THE RIGHT. ATTRACT ATTEN- 

 TION. BUT COMMERCIAL WINDOWS. LIKE THE ONE ON THE LEFT. MAKE 

 SALES. FORTUNATE THE FLORIST \A/HO CAN STAQE BOTH AT ONE TIME 



In arranging a window it is advisable 

 to keep to one or two colors if possible. 

 If your store has two windows, you are 

 at a better advantage than if it has 

 only one. For instance, you can use one 

 for a scenic display and the other for 

 commercial purposes. 



Picture windows are only to attract 

 attention, and it is poor policy to fea- 

 ture two of them at the same time. The 

 idea is to stop the people by means of 

 the scenic display and then get them 

 interested in your supplementary com- 

 mercial window. The illustration on 

 this page shows two such windows 

 featured together. 



Too Much Mixture. 



There is a tendency among some flo- 

 rists, especially where window display 

 space is limited, to show as much stock 

 as possible in that space, with the re- 

 sult that they have variety and th&t is 

 all that can be said of their exhibit. 

 Personally, I think too much mixture 

 is a mistake in any kind of window 

 trim. Florists will notice that in other 

 lines of business the display managers 

 do not crowd their windows, and their 

 coloring is watched more than anything 

 else. Originality and effectiveness are 

 the qualities sought by window dress- 

 ers identified with 

 the department 

 stores, furniture 

 houses, sporting 

 goods and electric 

 light stores, and the 

 florists must keep in 

 line. People pass- 

 ing a crowded win- 

 dow are confused by 

 the excessive vari- 

 ety and really see 

 nothing, whereas a 

 few objects, maybe 

 only one, if well 

 placed, will stand a 

 good chance of 

 catching the eye 

 and causing a great 

 many passers-by to 

 halt for further in- 

 spection. The more 

 the better. 



A dark, glossy, 

 green tile flooring 

 proves highly satis- 

 factory in a florist's 

 window. It does not 

 show spilled water 

 and it provides a 

 dark setting. Flow- 

 ers are like dia- 

 monds* thev are 



