Show BUY ELECTRICAL GOODS FROM THESE WElL ILL NON KNOWN FIRMS F Ha Have Y Your o r Hom Home Equipped Electrically or Have Them Figure on Your Wi Wiring ng Etc LIGHTS IN STORE STORES S WINDOWS AID BUSINESS 1 Just as People Are Judged Judge I by Appearance So Are Trade O Organizations gan zat s' s I I V ST as surely as people are d b by byS S J appearance and by first impressions I S co to are the personalities of stores and shops Impressed upon their prospective prospective 1 tive live customer through the show windows wl Large Larget r department stores maintain A 1 I I i corps of ell especially cl trained men and I women artists in their line whose duty it Is to see that the impressions gained by passersby are those h suitably I translate their ideals of service and quality quality ity ity One large large- store ha has hall re recently spent thousands of dollars in remodeling ita its window space and has entirely changed tho the character of its displays Sales from window shopping says the advertising manager are made at less expense than other advertising and the rivalry I between tha different departments for space in the windows has lias made mado sary sar a a schedule depar department ment taking I its turn in order and bearing the expense expense ex I pense of the display 5 Lighting plays a most important pat part patIn partIn patIn In th the tho artistic effects gained by these display artists MUsts Here again it because is mostly out of sight It is unnoticed by bya a large number pf people who who- do not take the h effort to analyze a the ways and r d egY fn means n of gaining the pleasing effects s Reliability permanence dignity and conservative taste may be read In the windows of ot a mens men's cl clothing store which has its business on these prin principles prin- prin This effect is gained by y a a. background background back back- ground of ot Flemish oak set with panels of or tapestry in quiet colors Lights Lights' In I these windows are set In a mirrored trough next to tb tho glass and hid from the thc observer by a valance alance of tan monks- monks I cloth bordered with braid In a ing color Of Ot course this rather somber I surface needs mere wattage in lamps I ithan then than a a. window of some light tint but this extra expense is more than com compensated ore d ta n i a for in the a artistic effect and the correct impression o of the c character r of the tho establishment which fc I the tho e man l in tl the street gains from Crom tho window displays Just across the thoroughfare is a n astore astore store which deals in the finest class lass of women's wear and all aIL that is expressed by this the exquisite CI r dress e of a well ell groomed woman is put jut Into the e e 0 f the windows Here ivory enamel forms the reflecting surface and electric lamps in angle Ie metal reflectors next to the gl glass ss distribute and diffuse tho light to forman Corman form Corm forman I an atmosphere of dainty charm The ceiling I is lighted indirectly Delicate colore colors colors col col- col- col ors ore and the tho more striking ones ale aie- shown In pleasant contrast to the background background back back- gro ground nd and a a daylight effect Is aimed at through the use of blue tamps lamps alternated alter alter- with usual ones Perhaps a word of ot caution is not out of ot place in regard to the fad Cad for Cor using blue lamps In all sorts sors of places Quite often they ch change the entire character of oC the display through their cool light and the effect Is exactly the reverse of ot that Intended and repellent In smaller shops exclusiveness is quite often the e ideal on which the h business is founded det ea a and this lI liking r of many a to possess possess pos pos- I sess apparel Individual and out of the 1 ordinary which can be carefully and deliberately de- de deI I I elY chosen Is one to which a millinery mil ry shop recently seen teen makes it its mil mil-I ap- ap IM I'M real It n s Interesting to note how t this 11 I Idea I il expressed in the cool French gray rny of the background and the hangings of filmy gray that frame the picture and cent center r the the attention on the this single chapeau chapeau- exhibited A vase of ilOW flowers floweTh S 1 in pleasant contrast forms CormS a a high light but does not detract from Crom the chief item of Interest the hat I Have you Jou ou o-ou ever wondered wit wily why window Cw lights are burned daytimes as well as all during the evening hours At At- thought this this' seems wasteful but th there tr-feie Ie is 9 fJ t good reason for it and that I Is to overcome the reflections from the out out- out aide eide of ot the window glass Da Daylight Is Isso so FO much stronger than any artificial l llight light that it takes a It large number of ot powerful lamps to Illuminate the windows windows win win- dows when lights are burned In th the daytime daytime day day- time To be most effective the he lamps themselves must never be se seen cecil n b by the per person on outside Sometimes th the angle reI re- re are recessed into the ceiling to I take them out of the range of vision I and arid a It valan e I ii is almost always a pa part pait ot of window decoration This may offer nn an opportunity to harmonize and car y I the decoration scheme ne still fur further h r. r One recently seen was of ot parchment similar I r to the shades having such a It vogue for rorI or orI I floor and table lamps and its of flowers jowers and ribbons was exactly I to the millinery shop It adorned The lights close to the glass are ar ar often oft n j supplemented by reflected light tr from tn the ceiling thrown there by lamps set In a. a recess behind the molding or in the ornamental standards The popular loot Hoof I lamps with their very handsome silk and parchment shades appear in at a great greH I number of display windows The one combining direct and indirect light ight I which sends the gl heater eater part to the cell cell- ceiling ing log to be reflected and shows Just enough through the shade to retain its decorative effect Is the most efficient sort for this ype pe of lamp For a small shon window it would be espe especially lally eco economical and If correctly placed so I as to light all parts of th the ceiling equally would probably be all th th light required p problem Each fe kl kind and gd of ot s should window have presents i Individual its da own osen study Then too displays displays' of different colors take take- the light differently and the arrangements for windows to be used for fora a variety of exhibits of entirely different different different differ differ- ent character ought to be very flexible to permit of more light being used for dark colored displays than for Instance would be necessity y for Cor fora a 1 white sale S The possibilities for decorative effects which colored light possesses s will wil no ro doubt be eagerly seized upon up as the tremendous tremendous tremendous tre tre- tre- tre attracting powers of well lighted and artistically decorated wIndows windows windows win wIn- dows are realized by merchant merchants |