January 8, 1020. 



The Florists' Review 



Tlie flortsto wbose oarda avpwu* on tb« paces camrlnK this IimUU are prepared to ftU order* 

 .•^_ from other llorlste for local delivery on tlie vunud basis. 



as to have the direct rays from the sun 

 reflected from outside a building through 

 windows against which the actual rays 

 do not strike, an indirect system of 

 lighting is obtained. 



Patterning after nature, man has de- 

 vised the direct, indirect and semi-di- 

 rect systems of lighting, and then gone 

 a bit further by working out general 

 and local systems of lighting. 



Indirect Illummation. 



It should be noted, however, that in 

 practically all lighting systems some 

 portion of the illumination is received 

 indirectly. That is to say, some portion 

 of light is practically certain to go first 

 to ceiling or walls and be reflected from 

 there to the working plane. In direct 

 lighting and when utilization of maxi- 

 mum direct light is important, it is the 

 aim to make the indirect lighting as 

 negligible as possible, allowing only 

 enough light to reach tlie walls and ceil- 

 ing to dispel any tendency to a gloomy 

 appearance. 



Indirect illumination is achieved by 

 having the light reflected by a large 

 area, the ceiling and upper walls, which 

 gives what is known as a dififuseness of 

 illumination. By this system no direct 

 light reaches the working plane, the 

 light source being concealed beneath an 

 opaque unit having an inside reflecting 

 surface which turns the light rays back 

 to the ceiling and upper walls. 



Semi-Direct System. 



What has been said of the indirect 

 system api)lies with one exception to 

 the semi-direct system. The exception 

 is this: The light source is screened 

 beneath by a translucent rather than an 

 opaque unit, so that some of the illumi- 

 nation is received directly, the re- 

 mainder, as in the case of the other 

 system, being directed to the ceiling and 

 walls and thence to the working plane. 



When properly designed, the semi-di- 

 rect system possesses advantages equal- 

 ly with the totally indirect system. It 

 has also one decided advantage over the 

 indirect method; it is more attractive in 

 appearance and avoids the distracting 

 effect of a brilliantly lighted coiling 

 with no visible source of light. There 

 is, however, one feature which sliould 

 be carefully guarded against: There is 

 the danger that tlie translucent units 

 used will transmit too great a propor- 

 tion of the light directly. Thus, when 

 too much light is transmitted the cflti- 

 ciency is rarely any greater tlian with 

 totally indirect lighting and the il- 

 luminating advantages of the indirect 

 lighting are correspondingly reduced. 

 Just in that connection, too, it is inter- 

 esting to note that in tlie opinion of 

 competent engineering authorities the 

 most satisfactory results occur when the 

 brilliancy of the light unit is the same 

 or approximately the same as the bril- 

 liancy of the ceiling. 



Compaxing Direct and Indirect. 



Regarding the relative wortli of the 

 direct and indirect systems of lighting, 

 it was stated in a paper read before the 

 Pittsburgh section of the IlluminatiAg 

 Engineering Society that: 



"Obtaininft a liirKe i)ortinn of tlio illiiminntion 

 indirectly liiis tli»' followiiif; (lismlvniitagcs ns 

 compared with direct lighting: 



Beginment 



Last Tuesday just as 1 was getting into my coat and 

 thinking of a delicious duck dinner waiting me at home, 

 who should pop in but Jarley Jenks, of Tulsa, Oklahoma. 

 Of course, 1 put on my very best smile, like there never 

 was such a thing as ducks for dinner. Following which I 

 took off my coat and did my double darnedest to make 

 Jenks feel 1 had been going to the door for the last week, 

 looking up and down the street for him. 



m 



Truth to tell, if I had known what 1 now know about 

 him, would have been doing that very thing, for that fellow 

 was just brim full of new ideas of how to sell flowers. 

 He's not one of your narrow-minded ginks who thinks 

 the best way to help Jenks is to keep right on help- 

 ing Jenks to everything, and not helping anyone else with 

 anything he can help. 



Of course, we just naturally got to swapping ideas. 

 All of a sudden he blew a big belch of smoke through 

 his nose and said: "Say Stumpp, do you know what you 

 ought to do? You ought to take space in the Exchange 

 and Review every week and tell a lot of us fellows 

 out in the tall grass (and the short too) about every new 

 New York selling kink, and every other old kink, that 

 comes along. 



"First thing you know, a lot of somebodies will be read- 

 ing them. And along a little later you will begin getting 

 a bunch of F. T. D. orders from a lot of those somebodies. 

 When they think of New York orders they just won't be 

 able to help thinking of Stumpp." 



Struck me Jenks knew what he was talking about; so 

 this then is the beginment of that beginning. 



"(1) Ijower pJIicieiio.v ; to ijnxliici" a Kiven il- 

 lumination requires about twice jis much lipht 

 with indirect lighting as with cfticient direct 

 lighting. 



"(2) More rapid depreciation due to the collec- 

 tion of dirt. 



"(.3) A lower degree of perspective, since sharp 

 shadows are largely eliminated. 



"(4) An unduly bright ceiling, which often 

 gives an unpleasant psychological effect, espe- 

 cially when tlie opaipie unit of tlie indirect liglit- 

 ing forms a contrast witli tlie liriglitly lighted 

 ceiling. 



"It is generally considered by p»ost authorities 



that the advertising value or attractive power of 

 a direct is fur greater tlian that of an indirect 

 system. It is not meant by tliis, however, that 

 exposed light sources sliould Ik' used for this 

 purpose, but eitlier totally enclosing units or re- 

 ilectors wliich practically conceal the light 

 sources in tlie case of incandescent electric 

 liglits. It is not tlie purpose of tlie ordinary 

 store to install lighting fixtures for display. The 

 liglit units shouRl not attract attention from tlie 

 goods displayed; the object should be to provide 

 proper illuniiiiiition for the display of goo<ls at a 

 reasonable expense to the owner; the fixtures, 

 of course, should be sulflcieDtly artistic in ap- 



