Dominant element:
Method of, 137, 189
Necessity for, 189
Draperies:
Choice of, 69, 136, 207
Fabrics, 136, 155, 207
Function of, 138, 207, 215
Length of, 183
Patterns, 136, 183, 192
Women's interest in, 216
Drum printing of carpetings, 158, 160, 165
Dutch cabinet, 63
Early American, 71, 193, 213, 230, 236
Easy chair, sales procedure, 17
Elizabethan style, 61, 62
Embroideries, 66, 159, 198
Emotional harmony, test for, 143, 144, 145
Emotional values:
Color, 135, 138
Light, 133, 138
Line, 137, 138
Proportion, 137, 138
Empire style, 59, 60, 72
Enameling, 100
English styles, 61, 268
Ensembles:
Advantages, 172, 199, 208
Building units for use in, 172, 194, 211
Sales techniques, 172, 174, 196, 199, 200, 211
Fabrics, 42, 153, 172, 220, 228
Feathers, 124
Federal period, 60
Felt-base carpetings, 160
Fibers, textile, 153, 154, 156, 166, 192
Figures in woods, 34, 85, 96, 225
Finish as an element of value, 49, 97, 98, 209
Finishing methods, 73, 97, 98
Fireplace group, 184, 235
Flake figure, 87
Flax, 153, 155
Floor coverings:
Choice of--See discussion of various rooms, 181, 207, 216
Care of, 166, 169
Color management in, 159, 207
Common terms, 263
Construction in, 33, 159
Plain vs. figured, 172, 207, 216
Sales talk based on, 171, 216, 266
Used to unite adjoining rooms, 171
Floor plans, nature and use, 20, 21, 200
Fluorescent lighting, 226, 228, 238
Follow-up Methods, 190, 200
Foot:
Various types of, 69, 248
Defined-glossary, 248
Formal balance, 143
Francis I, 55
French Provincial, 59, 60, 194, 237, 268
French Renaissance, 55, 230
Friezes, frisés, 156, 268
Furniture:
Arrangement, 141, 144, 183, 194
Coverings, 144, 155
Effects, women interested in, 85, 132
Hidden values, 33, 42, 93, 94, 96
Selection and use, 195
Upholstery, 96
Furniture woods:
Appeal of, 85, 88
Finishes, 97, 98, 99, 255
Hardwood and softwood, 87
List of principal, 255
Structure and eye appeal, 86
Gate-leg table, 62, 63, 64, 195
Georgian styles, 64, 72, 237
Girandoles, 66, 67, 248
Glass:
Furniture material, 73
Curtains, 182, 207, 216
Glossary, 247
Grass rugs, 166, 168
Grouping, importance of, 132, 141, 144, 147, 184, 185, 231, 237
Growth-ring figures, 86
Guest room, 208
Hall:
Color scheme for, 186
Decorative principles for, 186, 188
Draperies, 188
Floor coverings, 188
Minimum equipment, 189, 190
Harmony:
Nature of, 131, 144, 146, 208
Tests for, 145
Hepplewhite furniture, 67, 68, 267
"High-lighting" merchandise, 41, 76, 77, 211, 252
"High-pressure" methods, 18, 37, 197
Hooked rugs, 160, 173
Horsehair, 153
Hues, definition of term, 134, 220
Imagination in sales, 8, 198, 217, 218
Inlay, historic use of, 42, 54, 69, 94, 247
Intensity in color, 183
Interior Decoration:
Definition of, 3, 131, 133
Basic principles, 138, 141, 198, 241
Inventory your home, 133, 211
Italian Renaissance, 52, 77
Jacquard weave, 118, 156, 163, 167
Jacobean style, 61, 62
Jute, 153, 155, 263
Kapok, 117, 125, 153, 155
Key piece method of selling, 33
Kitchen:
Accessories for, 218, 220, 235
Breakfast nook, 217, 221
Color in the, 219, 220
Curtains for the, 220
Decoration of, 220, 236
Floors, 220
Walls, 220
Knee-hole desk, 58, 268
Knickknack shelves, 236
Kroehler survey, 39
Lacquer, 56, 63, 64, 97, 99, 248
Ladder-back chair, 66
Lamps, 173, 199, 215, 227, 230, 235
Latex, 117
Leather, 54
Legs, table and chair--styles of, 248
Library, 171
Light:
Emotional effect of, 133, 232
Relation to color, 133, 207
Lighting:
Fluorescent, 227
Methods for rooms, 144, 230, 231
Line and form, emotional values, 137, 139, 208
Linens, 155
Linoleum:
Materials and construction, 73, 160, 165
Used in various rooms, 181, 188, 220
Living room:
Color schemes for, 171, 180, 185, 231
Decorative principles, 179, 188
Groupings, 141, 267
Individual pieces, 193, 267
Related merchandise for, 179
Room picture method, 197
Setting up complete room, 197, 199, 200
Wall treatments, 180
Louis XIV furniture and decoration, 55, 57, 88
Louis XV furniture and decoration, 56, 57, 60
Louis XVI furniture and decoration, 58, 60, 69, 76
Love seat, 69, 143
Luminosity in color, 227
Machine-made furniture, 77, 78, 92
Mahogany, 58, 60, 64, 67, 73, 100, 232, 258
Maple, 92, 100, 193, 213, 232, 259
Marquetry, 42, 56, 58, 249
Materials as element of value, 31, 49, 84, 110
Mattresses, 106, 108, 112, 116, 208
Men as buyers, 38, 119
Mirrors, decorative use of, 56, 66, 137, 187, 189, 191, 232, 233
Mohair, 153, 154, 156
Moisture content in woods, 94
Moss, 153, 155
Motifs in decoration, 141, 181, 206, 235
Murals, 236
Names, importance in selling, 23, 25
Needlepoint, 54, 64, 159
Neutral colors, 136, 137
Night tables, 205
Nursery, 171
Oak, 56, 61, 99, 259
Objections:
How to anticipate, 212
How to answer, 9, 199
Occult balance, 142
Odd pieces, selling, 194, 208
Order taking vs. selling, 18, 140, 206
Oriental rugs, 61, 75, 160, 266
Ornament, 67, 73
Outfit sales, technique for, 199, 200
Palm fiber, 97, 153, 155
Paneling, proper employment of, 71, 180, 237
Pedestals, 56
Period furniture and decoration, 49, 235
Personality, elements of, 6, 12, 241
Phyfe, Duncan, 72, 193, 267
Physical harmony, tests for, 141, 145
Pictures in decoration, 137, 138, 191, 232, 233
Pillows, 106, 109, 112, 123, 124, 125
Planned selling, methods of, 190, 199, 201, 208, 210, 223
Plastics enter field of competition, 100, 237, 238
Plushes, 156
Plywood:
Construction, 89, 90
Characteristics, 96, 240
Value, 90
Porch furnishings, 100, 217
Powder table, 58
Prices:
Element of value, 8, 78, 83, 206, 222
Changing attitude toward, 78, 111, 131, 196
Judging customer's level, 132, 206
Meeting competition of, 111, 197
When to quote, 24, 200
Primary colors, 134, 135
Printed linens, 158
Progress program chart, 4
Proportion, emotional value of, 137
Protein plastics, 239
Pure colors, effect of, 134
Quality, often a concealed value in furniture in relation to price, 93
Queen Anne style, 63, 65
Questions as an aid in selling, 19, 22, 38
Ramie, 153, 155
Rattan, 97
Rayon, 118, 153, 155
Reed furniture:
Materials and construction, 93, 96
In the sunroom, 215
Related merchandise:
Importance of selling, 7
Sale of, 7, 190
Renaissance, the, 51
Repetition:
Artistic method of, 34
Basic importance in selling, 34
Resistance--due to unproved assertions, 9, 210
Retail-store services, 174, 266, 269
Rococo ornament, 66, 69, 249
Roller shades, 182
Room arrangement, 21, 133, 147, 207
Room picture method, 136, 198, 200, 211, 214
Rugs:
Arrangement of small, 181, 188, 192, 207
Choice of, 181, 188, 192
Common terms, 263
Hand-tufted weaves, 160
Proper margins for, 181
Sales procedure for, 43, 74, 164, 171, 172
Sale:
Closing the, 17, 23, 212, 214, 222
Starting the, 17, 18, 132, 211
Salesman:
As business builder, 3, 85, 107, 122, 140, 222
As interpreter of appreciations, 78, 85, 138, 140
Daily check-up, 10, 12, 16
Equipment of, 10, 85, 140
Objectives of, 5, 17, 222
Techniques used by, 6, 8, 83, 172, 206
Sales volume:
Sources of increasing, 5, 7, 84, 107, 111, 198
Ways to larger, 5, 208, 210, 211, 222
Sateen, satin, 118, 126, 156, 209
Savery, William, 72
Scatter rugs, 181, 207
Screens, 56
Secretaries, 141, 268
Selling:
According to plan, 20, 173, 210, 211
Fundamentals in, 8, 10, 29, 37, 221
Hidden factors in, 42, 85, 205, 212, 241
Shade as a color term, 133, 134
Shades:
See window shades, 170, 182, 192
Lamp, 229
"Shading" in pile carpets, 216
Shadow prints, 158
"Sheen"-type rugs, 33
Shelves, wall, 235, 236
Sheraton furniture and decoration, 16, 68, 69, 267
Sideboards, 67, 69
Silk, 153
Sisal rugs, 168, 169
Small rugs, 181
Sofa bed, 60, 107, 126, 143, 232
Solarium, 214
Solid furniture, 73, 87, 90
Spaciousness, securing effect of, 137, 141
Spanish furniture and decoration, 54
Springs, 107, 112, 115
Stains, 98, 99
Stair carpets, 172, 188
Steel as furniture material, 73, 100
Store services, 174, 266, 269
Stretchers, 53, 63, 64, 92
Studio couch, 106, 126
Style:
Appeal of color in, 267
Appeals based on period decoration, 74, 76, 78
As a selling factor, 8, 49, 75, 180, 212
See period furniture discussion, 49
Sunroom:
Decorative principles, 100, 171, 214, 215
Furniture suitable for, 214
Typical treatments for, 215, 216
Superlatives, avoid use of, 9, 24, 211
Synthetics, 73, 240
Tables:
Bedside, 237
Breakfast, 60
Construction of, 52, 94
Dining room, 60
Gate-leg, 62
Importance of small, 50, 56, 58
Kitchen, 2, 219
Occasional, 7, 52, 189, 237
Tea, 60, 231
Tabouret, 55, 56
Tact, 8, 241
Taffetas, 144, 157
Tallboys, 64
Tapestries, 56, 106, 136, 141, 155, 156, 189, 236
Tapestry Brussels carpetings, 165
Textile fibers, 216
Thermoplastic, 239
Thermosetting, 239
Ticking, 118
Tint, as a color term, 134
Tone, color, 134, 139, 161
Touch, sense of, 42, 43, 44
Training levels, 4, 5
Truth in selling, 9, 33, 34, 75, 77, 108, 199, 266
Tuft, 119, 164, 170, 263, 264
Twill weave, 118, 156, 167, 168
Unit, shifting from to entire room, 198, 199
Unity as element of beauty, 181
Unmatched furniture, sale of, 189, 191, 193, 208
Upholstered fabrics:
Choice of, 118, 154, 159, 185, 194
See discussion of various rooms, 159, 209
Historic practices, 56, 154
Upholstered furniture:
Construction of, 93
Hidden values, 93, 96
Utility:
As a buying motive, 8, 50, 133, 147
Values, 8, 133, 144
Value:
Defined as color term, 133
How to demonstrate, 29, 84, 94
Real nature of, 83
Studies of emotional, 133, 134
When to demonstrate, 31, 109
Vargueno, 41, 53
Vegetable fibers, 154
Velvet carpetings, 165
Velvets; velours, 60, 76, 156
Veneer:
Beauty and historic use, 55, 87, 88, 91, 228
Preparation of, 86, 88, 89
Sales talk based on, 73, 91
When to sell merits of, 90, 91
Venetian blinds, 182, 207, 216
Vernis Martin, 41
Vocabulary building:
Aids to, 41, 76
Importance of, 35, 40, 75, 77
List of descriptive terms, 41
Suggestions for, 41
Voyeuse, 60
Wall decorations, 147, 189, 191, 235, 236
Wall panels, 190, 215
Wallpapers, 136, 139, 147, 188, 191, 206, 215, 237
Wall treatments:
Color in, 170, 220
Connecting rooms, 186
Description of methods, 41, 147, 215
Painted, 180, 187, 206, 218, 220
Papered, 64, 137, 180, 206, 218
Proper relationships among, 147, 180, 188, 191, 215
Walnut, 55, 58, 63, 73, 91, 100, 232, 261
Warm colors, 135, 218
Warp prints, 155, 157, 158, 263
"Washed" rugs, 161, 266
Wavy figures in woods, 256
Weft, 156, 157, 263, 264
White used in decoration, 204, 206, 219, 228
William and Mary furniture and decoration, 63, 65
Wilton carpetings, 154, 160, 163, 165, 263
Window display, 40, 266
Window shades, character and use, 170, 182, 192
Window treatments, 40, 141, 182, 192
Wood: see furniture woods, 85, 93
Woodwork in the decorative process, 98, 99
Wool fibers, 153, 168
Woolen and worsted yarns, 153, 154
Women as buyers, 35, 37, 84, 196, 199, 211, 216
"Word painting," importance in selling, 35, 208, 212
FOOTNOTES:
[32] Statement prepared by the Mahogany Association, Chicago, Ill.
[33] Statement prepared by American Walnut Manufacturers Association,
Chicago, Ill.
[34] The Seng Handbook, The Seng Co., Chicago, Ill. (1939), pp. 54-55.
[35] Reproduced by permission of Robert B. Palmer, advertising manager,
Duff & Repp, Kansas City, Mo., and the National Furniture Review.
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