28 



The Florists' Review 



_x 



MABcg 3, 1021 



be necessary to have the installation 

 made with a view of making these 

 changes. A good type of installation 

 for this purpose consists of large white 

 glass bowls with a density no greater 

 than is necessary to prevent seeing the 

 light itself through the bowl. The 

 tints desired are secured either by 

 using bulbs that have been dipped in 

 a coloring fluid, colored caps over the 

 lights, or colored screens inside the 

 bowls. If colored screens are used, all 

 that is necessary to get a different 

 color is to change the screens. If the 

 caps are used, the caps are changed, 

 and if dipped lamps are used, they are 

 ieither cleaned and redipped or new 

 lamps are dipped and used. 



As has already been indicated, the 

 amount of color in the light that will 

 give the best results depends to a con- 

 siderable extent upon the brilliancy of 

 the light used. If the artificial light 

 is as brilliant as daylight, then it 

 would be advisable to use a light closely 

 approximating daylight in its tone. 

 As the brilliancy of the light is re- 

 duced, in order to bring out the colors 

 of the goods displayed, it is necessary 

 to have the light proportionately ap- 

 proach the color of the goods dis- 

 played. 



In Window. 



This is in accordance with the theory 

 that the less light there is, the loss will 

 be reflected. To get the contrasts pro- 

 vided by daylight, it is necessary to 



help out by means of the color of the 

 light used. In the show window this 

 may be carried much farther than in 

 the store. "Window lighting is used 

 .solely to bring out the good points of 

 the stock displayed, but the store 

 lighting must serve the purpose of 

 lighting the way for the customers as 

 well. Therefore, store lighting cannot 

 be colored to the same extent as win- 

 dow lighting. However, store lighting 

 can be tinted to a certain extent. If 

 dipped lamps or colored caps are used, 

 it may be found better to use them in 

 alternate fixtures, rather than in every 

 fixture, in order to prevent giving too 

 much color. If colored screens are 

 used, it will not be difficult to get those 

 of the right density for the desired re- 

 sults. 



There, however, is one point that 

 must be considered. When a screen or 

 any other method is used to change 

 the color of the light, it also serves 

 to reduce the amount of light. It does 

 so because it changes the color of the 

 light merely by subduing a part of the 

 rays. The greater the extent that the 

 color of the light is changed, the less 

 light there is left to use. For this 

 reason, when the color of the light is 

 changed it will be necessary to use 

 larger lights or more of them in order 

 to secure the same brilliancy. How- 

 ever, since it is rarely necessary to 

 change the color of the lights through- 

 out the store, the increased cost of the 

 lighting is more than offset by the in- 



crease in sales that rei^ from making 

 the goods appear morfc:attractive. 



E. C. 



KNUUj at FLOBIDA FAIE. 



As a matter of advertising, the KnuU 

 Floral Co., Tampa, Fla., gives praise to 

 its exhibit at the South Florida fair, 

 held in that city last month. Evidently 

 as a matter of display, patrons gave it 

 praise also. The attendance was many 

 thousands, and the exhibits came from 

 as far away as Mexico and Canada, as 

 well as from Florida counties. The ex- 

 hibit of the KnuU Floral Co. was com- 

 posed of foliage and blooming plants, 

 some of them in urns and lawn vases 

 ready to decorate Florida residence 

 grounds. The company's landscape 

 service was featured, as well as its 

 flower department. 



FBASEB'S NEW ZINNIAS. 



The wonderful improvements made in 

 zinnias in recent years cannot be better 

 exemplified than in the superb strains 

 being offered by R. G. Fraser & Son, of 

 Pasadena, Cal. For many years Mr. 

 Fraser, Sr., has been in charge of tfee fa- 

 mous Busch gardens and has had to 

 obtain the finest and rarest types of 

 flowers, no matter what their cost. Ex- 

 perimenting and hybridizing led to some 

 wonderful results, but until the last 

 year or two nothing had been done with 

 these in a commercial way. A few 

 packets of seed were sold by local flo- 

 rists as coming from the Busch gardens 

 and taken away as souvenirs of a visit, 

 but when Douglas Fraser joined his 

 father, a year or so ago, they began 

 to spread out commercially, and to sell 

 these novelties to the trade. The zin- 

 nia in the illustration is nearly six 

 inches across. This is nothing unusual 

 in this strain. On the flrm's experi- 

 mental grounds hundreds of such flowers 

 in all colors could be gathered, and 

 it is gratifying to note that a fine yield 

 of seed 'has resulted. Not only are 

 those new zinnias remarkable in size, 

 but they are of exquisite and varied 

 coloring, and every known shade that 

 the zinnia produces is ]|(»w in the col- 

 lection. The Fraser ziflibias have met 

 with wonderful success in the south, 

 where it is difficult or impossible to 

 grow asters, but only a beginning has 

 been made in the business. Besides the 

 zinnias, there are great nBmbers of other 

 choice novelties and m99ff old stand- 

 bys. These are all ^own under the 

 careful eye of R. G. Fraser and will be 

 illustrated and described in a new cata- 

 logue now being printed by this firm. 



H. R. R. 



Mammoth Zinnia Measures Six Inches. 



WELCOME WORDS. 



Wo all like to be told we are doing 



our work well. Like this: 



In renewing my subscription I wish to say 1 

 am well pleased; The Review Is the best trade 

 paper in the United States. — C. L. Shell, George- 

 town, Tex., February 21, 1921. 



Aa long as readers feel that way about 



it there will be no trouble to sell the 



advertising space which makes a good 



paper possible. Advertisers will write: 



It Is no trouble to sell when you advprtise In 

 The Review. — Mrs. M. Terry, OwlngR Mills. Md., 

 Fehrn.iry 20, 1921. 



Review ads are a good Inyestment.^Fred C. 

 Hamberger, Hamburg, N, Y., February 21. 1921. 



If you hear a man complain of the 

 cost of advertising you can be pretty 

 certain he spends a good bit of money 

 elsewhere than in The Review. 



