Clearwater Republican. [volume] (Orofino, Idaho) 1912-1922, 1917-06-01
Modern Window liohtjnu.

Light Is a Dig factor IN presenting
merchandise through the show win
dow and is the most important thing
to consider when building or remodel
ing a store front, says Progressive
Merchant.
A great many merchants have good
windows, hire good display man to
dress them, and yet are losing much
of the effect because of poor illum-
nation.
There are several points that should
be carefully considered and provided
for by every merchant if he is to get
the best possible results from his
windows. Usually these are points
that involve little, if any, increase in
lighting equipment and maintenance,
but they are essential in window ad-
vertising.
The first thing to consider is the
condition of outside lighting in the
street in front of the store; the Sec
ond thing, the condition of the lights
in the other stores in the block; the
third, the character of backgrounds
and the shape and size of the win
dows.
1t isn't sufficient to provide that
windows are bright and attractive to
the people Immediately in front of
them. They should be so lighted that
they will stand out" from their sur
roundings, conspicuous as far as they
can be seen. Therefore, surround
ings should be first taken into consid-
Grafton.
Unless your windows are made con-
spicuous among their neighbors by
reason of brightness or otherwise the
display man can not get the pulling
power into his displays that they de-
serve.
The new 100 Mazda and Nitrogen
lamp is the most practical for win
dow lighting; the light is much
whittier than the carbon or Tungsten
lamp and will make the merchandise
stand out. OF course, we do not
mean that the lights should be glar-
ing or binding, because this is worse
than not enough light. A window
may be brilliantly lighted if the light
source is concealed This is done
with reflector SO constructed that
it directs the light flux onto the dis
play.
There are three types of reflectors
in general use for window lighting,
| each having the power of effectively
Illuminating certain types of win
dows; these are prismatic reflectors,
| trough ref1ectors and individual re-
| Electors.
Where a window is open to the
store, the background being carried
to height of two or three feet, it
is frequently necessary to use glass
reflectors with frosted lamps in or
der to harmonic with the interior
arrangement of the store, which is
visible from the street. In condi.
ton of this kind glare Is frequently
apparent and some of the light is
wasted on the side walls, but occa-
sionally attractive windows may be
| seen which are lighted in this man
ner.
Such a condition need not exist
with department, clothing, furnishing
or other stores in which the windows
have builtup backgrounds.
| The prismatic reflector is frequent
ly adjusted in windows SO that the
| light is directed to the most distant
corner of the window, the portion OF
the window glass behind the reflector
having the name of the firm, goods
carried, ETC., lettered in transparent
colors. The light diffused by the
prismatic reflector Eliminates these
signs in an attractive manner.
In the trough and individual types
the rejecting surfaces range from
quicksilver to pure silver plated mir.
| rors.
Trough reflectors are very compact,
| taking up little room and being espe.
cially serviceable where space is linn,
| tied. A Mazda tubular lamp is fire.
| quently used with reflectors of this
type, giving a line Of light that falls
uniformly upon the entire display.
The trough reflector is hung from
or fastened to the ceiling of the win.
dows in such manner that the light
| does not fall upon the side walls.
| These ref1ectors are made with diff
ferent contours for different depths
of windows.
Individual refiectors are made in
many shapes, from metal, or one
piece blown-glass refiectors with mir
rowed surfaces in such form that
they direct the light rays upon the
display with little loss.