The San Francisco call., 1906-11-04

color is comparatively recent. At many
points the colored signs lend a well
come variety and make of the display
something more than a mere glare of
white light. Such signs are increasing
in number and give promise for the
future of q new and still more wonder.
full illumination.
The size of many of the newer cleo
trio signs and the care and artistic
skill displayed in their design is not
generally appreciated Incidentally,
the cost OF such displays is astonish-
ing. The use of color in this general
scheme began with a dash of some
solid color. such as red or green. The
artistic quality of these advertisements,
however, has shown a very rapid ad-
vance Today, for instance we find
before theaters elaborate designs car
ried out often in several colors. A
novelty is introduced by having these
stantiy moving. Another attractive bit
of color is offered in the coats of arms,
with all their coIors reproduced, which
are displayed before hotels or shops
The most elaborate of these color
effects are TO be found along the sky
line: often high above the street,
marked out with brilliant lines against
the night sky. Many of these signs
cost hundreds of dollars to equip, while
the cost of maintenance, due to the
wear and tear in exposed positions,
often reaches surprising figures A
single sign will often contain more
than 500 electric lights of variety OF
colors. There are several such signs
along the Great White Way which
cover an area of more than 1000 square
feet, while there are others an entire
city block in length.
The first Of the great electric displays
ct Cd of dc til
electric lights. These were followed by
simple designs or effects in colored
lights. Another phase of this evolution
is the trade marks or coats of arms
worked ,out TO the last detail in a be-
wildering variety of colors 1t some
times happens that half a dozen diff
ferent colors will be employed in a
single sign Such display compels
the attention of a crowd and is often
visible fer many blocks in all direc-
tions. The variations of this form are
endless. Human figures in heroic pro-
portions are outlined against the sky.
are a variety of objects to be
brought before the public attention.
Some OF these signs again are turned
on by sections and off again by me-
ehanical device every few seconds. The
sign which announces the time every
minute, accompanying the announce
ment with advice as to what purchase
genious variation.
There has appeared recently an en-
tirely new form of these electric signs
which suggests great artistic possibili-
ties Surprising effects are produced
by employing colored electric lights
against cclored fields. IT will be seen
that the range of effects thus made
possible is practically endless. In place
of the glaring color effects such signs
may present many different tones of
the same color A leaf for instance.
may be formed by piece of wood or
metal of leaf form surrounded by small
electric bulbs all of the same color
The reflection of the lights upon this
green field produces an artistic effect
which was impossible with the older
signs.
The opening of the largest railroad
station in the world al Herald Square
and the enlarged Grand Central station
at Forty second street. will make this
region between the two great depots
even more congested and more enliv-
ened than it is at present. The Great
White Way" is doubtless the pleasure
center of America today. Within a few
years it will increase in its attractions
beyond all precedent. The possibilities
of its illumination in the near future
form fascinating field for speculation.