The Edison phonograph monthly (Jan-Dec 1916)

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EDISON PHONOGRAPH MONTHLY, FEBRUARY, 1916 11 The Dealer's Window VALUE OF WINDOW DISPLAY YOUR window display should receive as much thought, care and attention as any part of your advertising and selling work. It is truly a vital part, else why should the big department and specialty stores of our great cities pay such princely salaries to experts who spend their entire time planning, laying out and executing window displays? An attractive window display will give your business message to the public in a language everyone readily understands — namely, pictures, for is not a window display either a good or bad "picture"? It is the best kind of a picture because it shows the goods themselves. The merchant who fails to make his windows as attractive as possible is losing just so much of a valuable asset. The writer has in mind a gift shop which, only by accident, he discovered carried a line of holiday goods superior to any in town, yet considerably lower in price. Had this merchant made an attractive display of these goods in his window with prices attached he most surely would have sold out on them. Instead, he kept them in the back of his store and, as a consequence, had a lot left on his hands, while another store sold out a higher-priced, inferior line mainly because the proprietor made an attractive window display of his goods. It would be well to remember, when planning a window disolay, to have a fixed purpose in mind as to just what you wish to accomplish. It is better to display one line at a time, or at least emphasize one line and make the rest distinctly subordinate rather than attempt an equal display of half a dozen lines at one time, resulting in nothing more than confusion in the mind of the passer-by. Remembering that there are other windows to be seen, you will realize the advantage of some predominating feature to catch the public eye. Among the points to keep in mind when planning and dressing your window are balance (relation of the various objects, display cards, hangers, drapery, etc., to each other) ; proportion (for instance, setting smaller objects forward and larger objects back) ; appropriateness of property (draperies, festoonings, etc.) as regards the character of the line displayed, seasons, holidays, etc.; underdress rather than overdress; few colors at one time and these conservative and, above all, in harmony with each other and the surroundings. A VALENTINE DISPLAY The Window Complete The display illustrated herewith can be set up with very little expense, time and work. The display window shown is seven feet wide and six feet deep, and while the display looks best with these dimensions it is well adapted to a wundow of any reasonable size and shape. Here's all you have to do: From a sheet of red cardboard, 22x28 inches, cut a large red heart. Then cut the attached wings, also from red cardboard, and fasten them to the back of the heart and set it about 3 inches from the background. Appropriate Spring foliage is arranged as shown in the cut. Baby ribbon or strips of crepe paper can be used instead if desired. A quiver with three arrows and two small wings are cut from gold The Window in Outline cardboard and embellished with a large bow of red ribbon. This is fastened to a stand set to the left of the display. The Amberola is set on a platform 5 inches high. A length of velour is puffed on the floor over this platform and across the front of the window. An 18-inch pedestal, with two glass slabs crossing each other, is placed to the right, above the center of which sets a "Van Brunt" illustration. A generous bow of red ribbon is attached to the right side of the frame. One hundred Amberol Records are then placed throughout the display, as shown in the photograph, the arrangement as a whole making a most attractive window.