

SPRING WINDOWS i^ 

 isr THAT SELL STOCK 



Thoiiijh iiorhidl, Jicalthjf pcoph; iisiialljj enjoy crisp n'liif( r icnillui-. jit I 

 lln )/ look fonrard loxf/iiii/h/ to )i((tin-< 's spriitg reawuki nlnn. lit mt a 

 rrnlistic sprin(/ window is sure to strike a responsive eJtord in lln In arts of 

 tin passers-tn/. The opproaeh of the vernal season, tin rrfore, pr<n'i<l' s <irt nl 

 opporliniities for the leindon- dieoraior. 



1']{ING is ap])roaching with 



Sa line assortiiiont of bulb- 

 ous stock, such as daffo- 

 dils, tulips, liyaciutlis and 

 other forms ol' uanissi. As 

 llu'v nro about the first 

 li r i {; h t II e s s and cheer 

 alter a loiiii', dismal win- 

 ter, j)eoj)le aic especially 

 susecjitiblc to their (diarm 

 ■i!id an unusual window displav is likely 

 " hnive irresistibl(\ An artistic lias 

 '.'•! nf spiino; ilowers is endilematic and 

 -iiuucstive of the season and nothiiior is 

 iiiiMc tci!i])tinjr — not the same old bas- 

 i^ri w ,■ Used to make, however, as basket 

 .■ir:;inyen>ent, like everything else, must 

 iclliM't the .-piiit of the times in order 

 lij attract and hold attention. Comluna- 

 iioii baskets with lai-^e, "sassy'' bows 

 "f ribbon ;ire pojmlai' at ]iresont. 



A Combination Basket. 



Ill iiiakiiii; an effecti\e combinaliuh 



: asket, one slinuld lirst select his stock, 



'!hii his ribbon. A low basket, with a 



"^\ 'landle and tin container, so all 



I"' stdck can be in water, is pri>ferable. 

 I'" ii'it mix the colors all up. A better 



tb>. t r;in be obtained by keejiin;:; everv 



no distinct. This is more essential to 



iif art of a basket than the coloring. 

 I'istinct coloring is 

 <• t t e r than too 



nuch harmony. If 

 liasket is made in 



'i;ht pastel shades 



lid something 



-•■ems to be laeking, 



' 'y introducing a 



' !''• of hard color. 



'I' a y ;: i V e the 



'ii'h of life that 13 



■•'juired. ]\rass the 



"\M'rs in order to 



'inir out tlie color, 



"d u-e contrasting 



"\o\--~ if jjossible. 



'<'0|de want color 



ications nowadays, 



'Id one must avoid 



'if> danger of going 



" extremes. 

 As an example, 



>:lit bine hyacinths, 



' cllow Prince tu- 



'P^- snowdrops or 



i 1 .^' of the valley 



i"l ^■iolets make <a 

 - o (I ,] combination. 

 '^''•'■p onoh kind of 

 ''••wers bv t h e m - 

 ^(>lvcs, so they will 

 'ontrast well. Se- 

 ''^'t a low -handled 



By FRANK D. PELICANO 



I i| I'l-licanci. Kii— i A ( !■. 



liasket and sa\c a few flowers for the 

 liandl(! where yiuir delft blue ribbon is 

 t ied into a still' bow . 



A Meaning in the Ribbon. 



The bow should nt^xcr sprawl care- 

 lessly across the basket and Hop over 

 rlie sicles. 'i'he effect is insi[dd. The 

 rildioii .-.hould have a meaning. l''or in- 

 stance, it may be drawn tightly under 

 the basket and up to the handle on both 

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

 thing to do \\ith keeping the flowers 

 in the basket. Make tlie bow stand out 

 with life, in milliiiei'y style. 



S<im<' designers can work to much 

 betti'r aihaiitage than others on ac- 

 count ol' better mateiials. Good ideas 

 aie i-eiidered mere or less inell"ecti\'e by 

 poor materials. The ^visdom of extreme 

 economy in a window trim is question- 

 :ibl(\ as his disjday is the liest ad\ei'- 

 I ising medium a llorist has. Teojile talk 

 wlien they see something idever and de- 

 -.iraljle, and more if they receive it. 

 I'linted matter is not always striking, 

 whereas windows can always be 

 made so. 



PICTURE WINDOWS. LIKE THE ONE ON THE RIGHT. ATTRACT ATTEN- 

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

 SALES FORTUNATE THE FLORIST WHO CAN STAGE BOTH AT ONE TIME 



In arranging a window it is advisable 

 to keep to one or two colors if jiossible. 

 If your store has two windows, you are 

 at a Ixdter ad\antage than if it has 

 only (uie. for instance, you can use one 

 I'or a scenic display and the other for 

 eommercial imrposes. 



Picture windows are oidy to attract 

 attention, and it is poor policy to fea- 

 ture two of them at the same time. The 

 idea is to stop the ]ieo]de by means of 

 the scenic ilisplay and then get them 

 interested in your sii)p[deinentary com- 

 mercial window. Tlie illust I'ation on 

 this page shows two such windows 

 ('.eatuied together. 



Too Much Mixture. 



There is a tendency amimg smne ilo- 

 rists, especially where windnw display 

 space is limited, to slmw as much stock 

 as possible in that space, Avith the re- 

 sult that they ha\e variety and that is 

 all that can be said of their exhiliit. 

 rersonally, I thiid; too much mixture 

 is .a niistake in any kiml of window 

 trim, l-'lorists will notice that in other 

 lines of business the display manager's 

 do not I'rowd their wItuIows, and their 

 loloriiig is wati died more than anything 

 else. Originality and effectiveness are 

 The (pialilies sought by window dress- 

 ers identified with 

 t he d e p a r tm cut 

 stores, furniture 

 li o u s e s, sporting 

 goods a n d electric 

 licrht stores, and the 

 Ibirists must keep in 

 line. I'eople ]iass- 

 ing a crowiled win- 

 dow are confused by 

 the excessive vari- 

 ety and really see 

 iHitliiiiLr, \\hereas a 

 few (dijects. maybe 

 '1 n 1 y line, if well 

 jdaced. will stand a 

 g o o d c h a n c e of 

 ' atching the eye 

 and causing a great 

 Tuany passers-by to 

 lialt for further in- 

 spection. The more 

 the better. 



A d a r k, glossy, 

 green tile flooring 

 j^roves highly satis- 

 factory in a florist's 

 window. It does not 

 show spilled water 

 a n d it provides a 

 dark setting. Flow- 

 ers are like dia- 

 monds* thev are 



