Color Helps Sell Buildings

It is much easier to sell a house design with a colored perspective to work from, than it is to sell the same house from a material list.

It is much easier to sell a house that has been painted with proper colors, than to sell one that has never been rightly painted.

Color plays a tremendously important part in our every day existence.

We generally think in terms of color, to a much greater extent than occurs to us.

Color produces emotion.

Emotions produce motion and action.

To produce the proper emotions, use the proper colors.

For instance: when a man has no pep, they say he is colorless; when he's mad, they say he sees red; when h'e's a coward they call him yellow; when he's straight and fair they say he's white; when he's loyal, they say he's true blue; when he's unintelligent, they say he's green; when things are gloomy, we say they look black; and all because the mind thinks faster in color than any other way.

That is the reason why it is easy to sell paint at the time the material for the building is sold.

Worshipping Moloch

We like to believe that this is a civilized age. We pity the ancients who so ignorantly worshipped and made sacrifices to a fire god. "We wouldn't worship Moloch. no sir ! Why, he's not a god, but a servant." A gas-cock is turned and the'god is sent slinking back to his dungeon, powerless. A match is struck, the god is called forth out of the unknown and then contemptuously tossed on the ground to sputter out in futile impotence.

But with equal contempt,-a contempt born of ignorance,-"civilized" man will call forth the fire god in the woods on a hot dry summer day and then toss him into inflammable brush and needles along a forest road-side, or leave him slinking among the embers of a neglected camp fire. Then he is not powerless. He becomes the roaring fiend the ancients believed him to be, destroying our forest wealth and scenic beauty.

Fifty thousand forest fires a year with losses running into many millions of dollars is America's annual offering to Moloch. The sacrifices of the ancients were a mere pitiable trifle compared with the sacrifices of forest wealth we make each year to the insatiable greed of the fire god.

Are you one of Moloch's votaries ? When you are on a vacation do you ever leave that one fatal spark on his altar, in the form of a neglected coal of a camp fire, a glowing cigarette stub or a flaming match carelessly tossed away ? One spark is all it takes to unleash the fury of the god of fire. Are you his servant or his master?

STERLING LUMBER CO. OROVILLE OFFICE ENTERED

The office of the Sterling Lumber Co. at Oroville was burglarized on the mornihg of April 8, when the office safe was blown open and burglars escaped with $470.00 in cash and checks. The safe cracker was evidently an experienced hand, as the heavy door of the safe was blown oft its hinges, a charge of nitro-glycerine being used. The office rvhere the safe stood was also wrecked by the blast.

ON YOUR HARDlY()OD FT()()RIIIG

Ordirs

And when Woody says "SERVICE" he doesn't mean anything else but.l'

WATCH FOR WOODY'S ADS IN THE CALIFORNIA L U M B E R MERCHANT TELLING JUST WHY AND HOW HIS HARDWOOD F L O O R DEPARTMENT ACHIEVES REAL RESULTS FOR ITS CUSTOMERS.

E. A. GOODRTCH A FORT BRAGG VISITOR IWO ROCKS COMMERCIAL CO. BUILDING NEW

E. A. Goodrich, manager'of the Los Angeles office of /

Mill

the Union Lumber Co., has returned from a short trip toy' The Two Rocks Commercial Co. at Two Rocks are buildthe Company's mill at Fort Bragg. Prior to his departure- ing a new mill that will be operated in connection with for Fort Bragg, he spent a few days at the San Francisco their retail lumber business. Chas. Garrison is the mah- office attending to business matters.

M. N. SALOMON NO\^/ ASSOCIATED WITH THE WILLIAM SMITH CO.

M. N. Salomon, for the past sixteen years with the Acme Lumber Co. of San Francisco, resigned on April 15 and is now associated with the William Smith Co. of San Francisco. He was connected with the Sales Department of the Acme Lumber Co. On Saturday evening, April 18, the Acme Lumber Co. force, gave a nice dinner party at Marquards in his honor. Jack Johnson, who has been associated with the Acme Lumber Co. for several vears. will succeed Mr. Salomon.

ager of this concern.

ARTHUR C. HAYWARD RETURNS FROM NORTH. WEST TRIP

Arthur C. Hayward, Salinas, purchasing agent for the Homer T. Hayward Lumber Co., has returned from a two weeks' trip to the Northwest where he was a visitor at some of the mills. IIe states that there is a scarcity of some items at the mills and that mill stocks are more or less broken. Mr. Hayward is the son of Mr. Homer T. Hayward.

Larsen Brothers Make New

Tmprovements

I1rV Larsen Brothers, the well khown San Leandro retail lumber concern, have recently completed the erection of a modern combined lumber office and shed. Harry Larsen is_ manager of the Larsen Brothers' yard.

J. O. MONTGOMERY SPENDS VACATTON AT CARMEL

J. O. Montgomery, representative of the Silver Falls Timber Co. with headquarters in Stockton, has returned from a few days'visit at Carmel. He went down to spend Easter Sunday with his family who were enjoying a ten days' sojourn at the sea-shore.

PROGRESS LUMBER CO. MOVE TO NEW SITE

The Progress Lumber Co. of Redwood City have moved to their new site. Their new yard will occupy about 17 acres and will consist of a large new planing mill, lumber sheds, and a modern lumber office.

J. L. GANT A CALIFORNIA VISTTOR

J. L. Gant, lumberman of Christ's Church, New Zealand, is on a business trip to San Francisco and other California points, where he has been making a study of lumber conditions. Mr. Gant, who was present at the last meeting of Hoo Hoo Club No. 9, the guest of W. M. Beebe, stated that he was anxious to join the Hoo Hoo Order so the Bay District Nine are arranging to see that Mr. Gant has his tail properly curled before his departure for New Zealand.

G. R. BLEECKER MOVES TO SACRAMENTO

G. R. Bleecker, representative of the Eagle Lumber Co., has closed his San Francisco office and has moved to Sacramento where he will make his headquarters in the future. He states that he can work his territory to better advantage by making Sacramento his headquarters. He expects to be a Bay District visitor at regular intervals when calling on the Bay District and Peninsula trade.