. Journal of electricity. e beautifully printed card, or severalposters, listing a large number of the objects for salewhich are not on view in the window, but which maybe seen inside for the asking. These posters, by theway, should be beautifully and legibly inscribed, withlettering done by hand, preferably, and reproduced bya photographic or zinc plate process, and printed there-from in an appealing color, which harmonizes, or con-trasts agreeably with the background of the windowcomposition. And how important the background is, in anyarrangement of objects which are intended first of all, t
. Journal of electricity. e beautifully printed card, or severalposters, listing a large number of the objects for salewhich are not on view in the window, but which maybe seen inside for the asking. These posters, by theway, should be beautifully and legibly inscribed, withlettering done by hand, preferably, and reproduced bya photographic or zinc plate process, and printed there-from in an appealing color, which harmonizes, or con-trasts agreeably with the background of the windowcomposition. And how important the background is, in anyarrangement of objects which are intended first of all, to be seen! It is pretty safe to say that it shouldbe plain, that is, without pattern, and neutral in colorso that things varying widely in color and form maybe readily silhouetted against it. If the backgroundis very dark, the light objects will stand out against itvery clearly, but the dark ones will be lost, and there-fore a medium background avails more, since therewill then be a chance for both light against dark, and. Space and Simplicity, so effectively used by the great Japaneseartists, are effective in your window as well dark against light, and in the case of metal fixtures,there is always the play of light and dark reflectionson polished surfaces, which will add still another noteof contrast. This effect may be still further increasedby artificial lighting at night, which if judiciously donewill add immeasurably to the quality of attraction,with which this article was concerned at the start. Thus far we have been concerned with purely util-itarian objects which do not appeal to the aestheticsense in any way. For this reason also the arrange-ments suggested thus far have been concerned chieflywith the question of attraction by use of contrastedvalues, that is, darks and lights; by contrasted colorsand intensities, such as the bright colored objects (theposters suggested) set against neutral backgrounds;by the grouping of similar forms together, withorderly and symmetri
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Keywords: ., bookcentury1900, bookdecade1910, bookidjo, booksubjectelectricity
