Perth Amboy evening news., 1922-04-12

ii rs ~ l
You're right, Miss Young
agreed Harry Biscker. of the Acme
shoe Store. Il think every one,
whether a salesman. a dressmaker.
an advertising manor no matter
what he sought to know some-
thing about proper combinations of
coiors. know I'D like to get an idea
OF EN-"
Most salesmen think II has moth
lng q do with their work. whereas,
IL they realized that a proper know
ledge of colors would make their
sale smoother when showing goods,
they'd appreciate its Importance ]
know a salesman OF women's gar
ments who ono lost a sale on a cer-
tain high-priced opera coa because
he made the mistake of exhibiting
II next to another color that made
the two clash and look hideous. II
each had been shown separately, OF
in harmonious combination, that sale
might have been made"
whats the first thing to know
about colors. Miss Young?" Blacker
had his pencil and notebook al
ready.
"of course, I cannot go into the
art OF color combinations exhaus-
lively" began Ellen Young. but ]
can give you a few simple principles.
In the color world (excluding black
and white). we may say that there
are three primary colors-red, yell
low. blue. II you get these thor
oughiy fixed in your mind. you will
not 60 far wrong"
'Red-yeiiow-biue." Baker re-
peated as he wrote.
Now for purposes OF discussion.
we may say that all shades or
tints are derived from these three
coiors. The secondary colors are
obtained In this way: red and yellow
mixed give orange: yellow and blue
mixed give green: red and blue mix
ed give purple. And there you have
your secondary 'colors. Those are
first principles: you must know pri-
mary and secondary colors to start
with.
Next" continued the Doctor of
Sales. come complementary col
ors,' which is the name Of the sec
ondary color necessary to show q
given primary color to its greatest
possible advantage.
Complementary colors' are two
OI lHt Primary IOAOA iitlAta oAAt WIZ
trasted with the third primary. For
example, red and blue (primary col
ors) mixed make purple; purple con-
tyasted with-any OF the primary col
ors Is good"
"Well. now how would You gel
Complementary colors. Miss Young"
asked young Blaker.
"Well, we'll agree first on this
color principle that / have just ex-
planned. Now suppose red Is the
color you wish to emphasize In a
display for men. You have two pri-
mary colors left-blue and yellow
Now by mixing the two. you md
your Complementary is. therefore,
green. If yellow is the color you
wish to emphasize. the two colors
left, red and blue, are mixed. and
give the Complementary purple. In
combining colors, you're always safe
in combining one primary with the
other two complementary colors."
Then IL blue was to be empha-
sized,' Harry Baker unused. I'D
have to mix red and yellow. giving
orange, to- get a good combination
eh?"
THAT'S exactly right" agreed the
Doctor of Sales. Now suppose you
wanted to find a Complementary
contrast to mauve. First you must
dissect You find 1t Is a pale
tint of purple inclined to blue. In
mixing the primary colors. which
were red and blue. more blue was
used than red. The purple. which
was then obtained was weakened
either by adding white or by thin
ming it down until we got mauve,
which we must think of as purple
inclined to blue weakened.
Now taxing purple which is red
and blue from our three primary
~colors,' continued Ellen Young, I'VE
find that only yellow remains. Then
the question arises which tint Oh
yellow to use? Well. since our FIRST
tint .mauve'' inclines to blue and
we are dealing with yellow. only one
color is left Of u three primaries,
and consequently the yellow must
be inclined to red"
(Which color should be strong
est?"
well, the second color should
never be stronger or more powerful
than the color you wish to empha-
size or feature. 1t must always be
weaker, never as strong, since col
ors of equal strength give equal re-
sistance to one another. II you
want to enhance one important col
or, you must subdue the others
make them weaker. If you act oil
this principle in displays. Mr.. Blaker
you'll find it an easy matter to Sc
lect the color that will show Off your
goods to the greatest advantage. al
ways allowing n color or tint 10
predominant"
AS Ellen Young entered the hotel
that evening, a young man APP
preached her respectfully, intro
duced himself, and told her that he
had heard of her reputation.
I'm a travelling salesman-sen
embroideries and laces-and / have
a question to ask you about CUSTOM
ers who offer me an order IL L VIII
accept 1t at a certain price. They're
doing that a lot today"
II you're selling anything. read to-
morrow's article. 1t contains some