106 



The Florists^ Review 



Makch 18, 1920 



The norists whose cards appear on the pasres carrylni; this head, are prepared to fill orders 

 .— — from other florists for local delivery on the usual basis. 



IN NEW ORLEANS 



NEW ORLEANS 



MEMBER 



OF THE 



F. T. D. 



We Cater 

 to the 

 Oriff ^t Trade 

 2600 ST. CHARLES AVENUE 



■OFFERS- 



UNEXCELLED 

 FACILITIES FOR 

 FILLING ORDERS 



Large Stock 

 AND Finest 



QUAUTY 



2600 St. Charles Avenue 



HEART OF 

 BONTON 

 SECTION 



SIOUX CITY, IOWA 



WIRE YOUR ORDERS FOR ANY AMOUNT OF FLOWERS 



QUICK SERVICE 

 Orders for 



IOWA, NEBRASKA, SOUTH DAKOTA and MINNESOTA 



ROCKLIN & LEHMAN 



MEMBERS F. T. D. 



520 Fourth Street 



faces. Any florist who will take careful 

 thought upon the question can easily 

 find his way to meet those require- 

 ments. 



Requisites of Good Tllumination. 



Let us start by defining the requi- 

 sites of good window illumination, hav- 

 ing in mind particularly the points aris- 

 ing in connection with the corner win- 

 dow with two glassed sides. They are 

 as follows: 



1. What W€ must aim for in effect is 

 a bright square of light falling upon 

 the display plane of the window, and 



within which mercliandise will be clearly 

 defined without too great a blank or 

 waste above or on each side. 



2. The brightness of the illumination 

 should depend rather upon a thorough 

 utilization of the light than upon a 

 prodigal use of light. 



3. The light must not be directed into 

 the eyes of observers nor spilled upon 

 the pavements. 



4. The light sources must be con- 

 cealed from the view of the observer. 



Now, it is evident that whatever dif- 

 ficulty arises in connection with the 

 correct illuminating of the corner win- 



dow over that of any other window will 

 occur in accomplishing the conditions 

 described by items three and four. That 

 is due, of course, to the fact that the 

 display is viewed from two vantage 

 points at right angles one to the other. 



Visualizing tlie Problem. 



Imagine, for illustration, a square 

 window having but one glass side. The 

 lamps are, of course, in the upper por- 

 tion of the window, above the glass. 

 They are concealed from the observer 

 and there is no possibility of the ob- 

 server standing in front of such a win- 



