ter how careful the arrangement or harmonious the coloring, the work of the dresser is wasted, unless properly lighted. An ordinary gas light in the center of a window is bad, as it intervenes between the eye and the objects shown, dazzling rather than illuminating. All properly constructed windows have a group of several burners at the top and in front of the window, with a large reflector so arranged as to throw the rays of light backward and downward and concentrate them upon the display. No other arrangement of light is equally satisfactory. At night the window shades should be drawn to a point within about four feet of the bottom of the windows, so that the only light that can be seen is reflected light. This makes the upper part of the window very dark and intensifies the light at the lower part, giving a more brilliant display. Colors Affected by Light.-The effect of the light used in a window-whether gas, electricity, kerosene, etc.-on colors should be carefully noted and observed. For instance, gas light will rob certain colors, as purple, lilac, dark blue, violet, and green, of their brilliancy. Displays having a harmonious color effect in the daytime may look garish and flashy by artificial light. Color Blending.-Color is by far the most obvious means for attracting the eye, and the window dressed in colors secures the attention of the passer-by at once, far more readily than any mere ingenious arrangement in which color is absent. Good color effects are difficult to obtain where goods of a variety of colors are used, and good taste seems to prefer the use of but two or three colors complimentary to each other, and as a rule grouped in large masses. Where the primary purpose is to display as many goods as possible without much regard for color-effect or harmonious agreement, it is advantageous to dress the window close up to the front, and fill it full enough to entirely cover the space. Where color and form are to be considered, fewer articles may be used; they may be more widely spaced, and should be placed further back. Loose plush coverings of a color to harmonize with the general color scheme are often used for the bottom of windows. This permits drapery over small boxes or stands, the elevations and waved lines so produced adding greatly to the effect of the goods displayed. Objects of Window-Dressing.-A window should be decorated keeping in mind three principal objects: First, to serve as an index to the class of goods kept in the store; second, to attract the attention of people to the store; third, to show goods which will excite in the people the desire of possession-these rules being in fact similar to the rules governing all publicity. Special Features.-Besides the conventional dressing usually given a window, showing goods carried by the store making the display, special features are often resorted to, sometimes bearing some relation to the stock, and sometimes not. It seems to be an axiom with window dressers that something moving will attract a crowd and this idea is carried out by means of animals, mechanical toys or effects, persons performing some operation or process, etc. Particularly good special features, as now used, are: A typewriter working automatically, the keys being depressed by means of an electrical connection; an exhibition of oriental rug weaving by a native in costume; an automàtic candypulling machine, and others along the same line, particularly when directly advertising the thing to be sold. Whether incomprehensibility, when resorted to, aids or detracts from a display, is a mooted point among authorities. A cage of monkeys in the window of a hardware store might draw a large crowd, but whether it would aid trade appreciably in the long run is open to discussion. Distinctive Displays. One phase of special features given more attention than formerly is in the matter of having displays distinctive. The blue penciled cards of Tom Murray, marking every window display of his store, have become classic in advertising circles. A Madison street clothier letters a daily talk on his windows, both the language and the lettering being characteristic. Appropriateness of Displays. To secure the best possible results the trimmer should constantly keep in mind the appropriateness of his daily display to the public. The class of people passing daily, the probability of drawing others by his store to view his display, the need of novelty, change and distinctive touch in his word, and an observance of the rules of art as well as the well-known rules of advertising will all aid in augmenting the returns from his displays. SIGNS The use of signs to call attention to or designate a business, forms an important portion of publicity. There are two classes of signs-permanent signs, as a firm name placed over a door or on a building, and temporary signs, as one noting the fact that a place has changed hands. Requisites of a Good Sign.-There are three primary requisites of a good sign. First, a sign should not be overcrowded with words, but should be as concise and comprehensive as the nature of the case will allow. Many signs are stultified by this fact alone, as people have neither the time nor the inclination to stop to read a sign having too much matter upon it. Second, the letters themselves should not be crowded. Third, the letters used should be of such a character as to be easily read by anyone. Permanent Signs.-The sign bearing the firm name or an equivalent is of primary importance and calls for a suitable location and easily read lettering. A common form of this sign is a board sign over an entrance, the lettering being in Roman caps, the letters gilded or silvered and having an iridescent background, made by sifting on sand or ground glass while the paint is fresh. Projecting signs extending perpendicularly from a building and extending over the sidewalk are very effective. Such signs usually bear letters in relief and often are illuminated. Signs are illuminated in various ways. A simple and at the same time effective way is by having a row of electric lights so disposed along the upper edge of a sign as to illuminate the entire sign by means of a box reflector. The most common and probably the most effective illuminated sign is the sign bearing electric lights-either continuous or intermittent-upon the face of the letters. A sign projected several inches from the face of a building and having small holes bored close together around the outline of the letters may be illuminated by means of incandescent lights between it and the building. Window Signs.-A form of sign in common use in windows is made by lettering in gold or silver the wording or design on the inside of the glass, the design being well backed with varnish to insure permanency. Metal letters make very serviceable signs. These may be classified into two divisions, those fixed outside a window or sign, and those fixed inside, or concave and convex. Solid copper and brass letters have been much used for outside application and are of good appearance, but possess the drawback of requiring daily cleaning. Concave letters are generally of stamped copper with the inside face gilded and fixed against the inside of the window. It is usual to outline in black the letters on the window a trifle larger than metal. When the paint dries the lip of the metal letter is cemented over the painted one on the window, the face side then showing a black outline with a concave gilded letter. White enamel letters are very serviceable and require little attention, being fixed to the outside of the glass. Relief Signs. Large wooden letters are often braced from the tops of buildings so as to stand out in relief against the sky. They are of simple construction and often eight to ten feet in height, though appearing much smaller from the ground. They stand perpendicularly from the edge of the roof and are braced and wired to stand the most violent storm. A thin sheet metal letter is often used displayed upon a screen for a relief sign. Large signs, readable a great distance away, are fastened to a large gas pipe frame and are a very striking form of advertisement. Temporary Signs.-Included in this class are all signs designed to be used for a limited time. They are made in almost endless variety, both in the window to call attention to or aid in the display, or, inside the store to emphasize the policy of the firm or to call attention to the goods. These may be made distinctive and the best advertising, as already mentioned under window dressing. Price tickets are used by all the popular stores and by many catering only to the exclusive. Outside temporary signs, usually used in noting closing-out sales, removals, auctions, etc., are usually of stout cotton cloth stretched across the entire front of the store, though enameled oil cloth or even Manila pattern paper is used. A form of temporary sign only within the reach of the largest dealers and then only at certain times, is obtained by the use of dead-wall space, during building operations, the cost of such displays amounting to several thousand dollars per sign. Quality of Signs.-In having a sign made the merchant should secure the best possible materials to economize in wear and repairs, a competent workman to produce an artistic sign, and should study to have his sign characteristic of his business and in keeping with it. So made and displayed with judgment a sign will be found one of the best means of securing publicity. ADVERTISING The importance of advertising for every class of business needs no extended argument. Advertising matter occupies relatively the same place in business econemy as a sales force, the purpose of both being to make a sale. A direct sale is one coming directly from an advertisement, as an order for a book from one who has seen the advertisement in a paper, or indirect, as a sale made of a proprietary article because of advertising displayed on a billboard, so creating a demand for the article or turning a demand already created toward it. Mediums.-The character of advertising varies with the article offered for sale, and such medium is used as will, in the judgment of the advertiser, produce results. General advertising is conducted through a variety of publications, street-cars, billboards, etc., with the |