Paint is a good business partner. It has helped make fortunes. When
Frank Woolworth started his chain of five and ten cent stores he made
them easy to identify. He had the fronts of them painted red. And a
brilliant red it is. It has become so much a part of the Woolworth
enterprises that you need no sign to tell you that a certain kind of
merchandise is sold within.
What town hasn’t a “blue-front” hardware store or grocery? And what
town hasn’t a “red front” tea and coffee store? These color signals
are often the only guides needed by a child, no matter how young, in
finding the desired mart when sent on an errand. Paint becomes truly a
beacon when intelligently used for the purpose.
A jeweler in a large American city was concerned because the light in
his store was poor even under artificial illumination. In talking the
matter over, a friend suggested that he change his color scheme and
make his woodwork white. He had strong objections, because his fixtures
were of mahogany, which had cost a great deal of money; but after
carefully considering the matter, he took his friend’s advice. The
result was amazing. His place of business became the best lighted shop
in town. His wares were displayed to better advantage and his trade
grew because that interior was cheerful, inviting and practical with
its ivory-like cases and trim. He made a transformation with two coats
of white enamel over three coats of flat white.
A scale manufacturer wondered why his market didn’t grow as he thought
it should. He made good scales--accurate and thoroughly finished. But
they were painted black. Scales had always been painted black. But one
day someone told him that white would be better. He hadn’t thought of
it, but he determined to try it. He tried two colors--white and light
blue. And his sales increased faster than he had previously thought
they should.
A small town implement dealer was stuck with a yellow-wheeled wagon. No
one liked yellow wheels. So he repainted them a brilliant red and the
wagon was sold the following week.
Color determines the value of many commodities. You could sell a black
buggy with red wheels, but few would buy a red body and black wheels.
Folks aren’t accustomed to things in reverse from the usual in most
cases, though in other cases reverse is the magnet which produces
results--as did the light colored scales.
Gas ranges used to be all black. Now they are made with enamelled parts
of white or light blue, and many of them are done in all white and
light blue. A hardware man made the statement that he sold three oil
heaters with a light blue cylinder to one with a black cylinder.
Women demand white kitchens with white enamel sinks. They want white
refrigerators and white bread and cake boxes. Prospective mothers will
insist upon a light blue or light pink basinette for the expected babe.
So many things sold broadcast are painted black--black handles on dust
brushes and wire potato mashers, on tack claws, on vacuum cleaners.
Why? Color makes sales. Why not use it?
To be sure, there are many elemental materials of characteristic color.
Ebony is deep brown, almost black. Painting it in most cases would
be as sensible as gilding the pump handle; but there are many things
spoiled in appearance by black paint, only because we haven’t courage
to violate custom, and exchange a sad color for a glad one.
Who could sell all black toys? What boy wants a black wagon or
wheelbarrow? What girl wants a black parasol? And she prefers light
blue shoes, for dolly, to black ones. Just try it and see. Boys accept
black toy locomotives because real ones are black and for no other
reason.
What do you make? Is it something made more enduring or more practical
by a coat of paint? Just try bright colors. Paint will help you toward
bigger sales, if you will. There is a washing machine--on the market
only a short time. It is blue. And it is named after a bird. It is
selling like wild-fire, so it is said. Its name makes it easy to
remember and women are asking for it all over the country.
Think of paint as an advertising medium. In an eastern city a florist
operates delivery cars that are painted a beautiful green. Everybody
in town knows him--and it seems as if everybody in town who buys
flowers, buys them at his shop. A wholesale grocery concern in another
city has its fleet of trucks painted a brilliant crimson in key with
their advertising campaign for Crimson Band Coffee. Every one of these
trucks always looks as if it had just left the paint shop. Their owners
believe in the partnership of paint. Paint is a loyal friend to your
balance in bank, for it protects and beautifies everything of yours
which it covers. In your office, paint makes cheerful surroundings.
It makes an agreeable atmosphere. In your store, it makes an effectual
background for your goods. If you operate a factory, it will make
better light and better work. It will save wood and metal from rust and
decay. It gives the exterior of your plant an air of prosperity and
creates a pride of connection in the minds of employes. Paint makes
cheer inside and outside, in home or business home. It costs little and
does a great deal. The renewal of paint is common sense, whether it is
made on walls, woodwork, metal cornice, roof or motor truck.
Paint is economy. It gives more real service for the cash outlay than
any other protective element. It is insurance against ugliness of
buildings, against the bad effects of snow, rain, hot sun. It plays a
strong and constant part in down-keep and makes wood and metal stay
youthful. It keeps doors and windows from warping and buckling, because
it keeps out dampness.
The partnership of paint is many sided, from the standpoint of utility
and good looks. Its good offices are illustrated on every hand. If a
man wants to keep a piece of property, he paints it. If he wants to
sell it, he paints it. If he wants a good rental for it, he keeps his
paint and varnish renewed.
Paint is powerful. It influences us all, all of our lives. It is as
personal in its relation to industry as you are. It has a way of
sticking to business and growing more useful every day. Those who
believe in paint and use it, are known for their thrifty ways. The
tumble-down citizen always lives in the unpainted weather-grey house on
the edge of town--the same chap who borrows coal from his neighbor and
change from his wife.
Paint is always good. The colored stuff which peels, checks and
blisters in a few months, isn’t paint at all. It is poor stuff to
buy. You can generally tell what it is, before you use it, because it
doesn’t cost enough to be good. Good paint pays because it lasts three
times as long as color in disguise.
Buy and use good paint and varnish. It pays to pay the little
difference in first cost. It is the same as buying an all-wool garment
in preference to a cotton one. Good paint is an asset in business. The
other kind is worse than a liability. It is an attachment against your
operating costs.