Perth Amboy evening news., 1922-04-11
ELLEN YOUNG
DOCTOR OF SALES
BY Ruth Leigh
Author Of THE Human Side Of Re-
tail Selling" THE A B c of Retail
ing" etc.

Elaker TIE red-faced young man,
who with his head cooked to n
side. was trying vainly to build a
window display for the Acme Shoe
! store.
Gosh" he paused a minute to
mop his forehead. Never made a
display in my life. Just helping out
cause our regular mans away. I'm
no window dresser. Wish I did know
something about it."
With the suggestions of Ellen
Young. who stood at the tack while
young Baker carried them out, the
window was finally built. Later Miss
Young and Harry Baker sat the
back of the Acme store. while the
latter took down on a piece Of
wrapping paper some window dis
play suggestions that Ellen Young
Offered
First" began Ellen Young, you
begin at the front and see that your
window glass is clean. A smudged
bury window glass on an elab-
| orately trimmed window Is like run
down heels on a fashionably dress
cd woman. Have your window glass
| so clean hat III store would take
its reputation on 1t. Second, give the
same careful treatment to cleaning
| the window itself. the woodwork.
floor covering and background. You
can't build a clean display on a
dusty base.
Young Baker looked guilty.
Ellen Young said she had TO-
ticed 1t.
Third" she went on build you
display with only one or two related
objects-in your case, one or W.
kinds of shoes. Don't try to make
a window display with q miscella-
| neous assortment. II your display
features sport shoes, keep to that
| type. The same applies to a display
of evening shoes or street wear. In
| other words keep to n or two dis
! tinct ideas. Don't try to tumble
many different kinds of shoes in
\ the same window. Notice come OF
| the high class shoes and you'll see
how carefully they adhere to one
idea.
Fourth, keep your window sim
| pie Ellen Young pounded emphati-
cally on the table. Don't put in too
much. 1t is better to have a bare
window than one too crowded Use
simplicity and common sense"
But, our windows so small, Miss
Young" objected Baker.
That makes no difference. You
can get as good results from a
small display as from a large n
In fact, that's rule number five.
Size doesn't count Ellen Young
consult 81 her notebook for the next
rule. "Oh, yes, number six. Don't
try to A.. a window with small
objects unless you group them. Don't
scatter shoes, for example, in a win
dow without some grouping that h
eve ean fasten on. You should have
a center all attraction point for the
eye. Then show goods in groups
| around that. Rule seven carries the
| point further; group your articles
| around .he center, but group only
| articles that go we'll together
Harry Baker was scribbling down
| the rules as Ellen Young talked.
"Ill give the rest briefly. Rule
eight deals with a background. Ev-
cry window should have one that
| eerveo to make the display stand out
and that gives an opportunity to IL
illuminate the display window. Ruie
nine suggests h a shoulo
! be we'll lighted with proper lamps
and reiectors which throw the light
in the goods not out in the eyes OF
| p~assers-by or of those looking at
| the window. Then, rule ten tells you
| about illuminating your window at
| night. Always keep a window ngnt-
ed at night. There are many people
who have time. when they take a
walk in the evening, to view thN
displays who would never have time
10 lock at them leisurely during the
day"
"That what I tell the boss. We're
lust beginning to make him see IL
that way"
THAT'S encouraging" Ellen laugh
ed. Now for rule eleven; don't stano
ali your goods in a display on n
floor. Use pedestals or glass Shelves
of a convenient height to raise the
display off the floor n out OF lns
mediocre class. You'll be SURPRISED
how much more attractive your WIN
How about signs?" asked Baker
suddenly.
That's rule twelve. 1t suggests
that every display should have al
least one descriptive card or poster
to get your message over quickly
to the less discerning.
And so endeth our sermon" Ellen
Young, a twinkling of her ~ closed
her little black book.
but you didn't say anything
about colors, Miss Young Harry
Bleker reminded the Doctor OF
Sales. II used to rave a table about
different colors in combination. Ia
like to know something about that"
"AN right, mere goes" Ellen Young
sat down again. II think every per-
son., whether a salesman. a dress
maker, an advertising man or a
housekeeper should know something
about the proper combination or
colors. You never know when such
a knowledge of color combinations
is going to help you."
In fnmorroM,s talk you will get