lFhe lnfluence of eolon

By Jack Dionne

We have told the story in these columns of the young retail lumberman who is a paint merchandising enthusiast, who met a lady on the street, and was asked: "You seli paint and wall paper don't you ?" "No, indeed," he replied, "we sell color schemes. I will be glad to show you som'e to suit your n€eds."

Very few of us realize the importance of color as it pertains to our daily life.

And yet it influences most of our actions.

Color causes emotions.

Em,otions pioduce motion.

One of the easiest ways to induce a person to do certairl things is to influence him with colors.

The right color scheme will put a prospect in a friendly frame of mind. The wrong color will put him "on edge."

Good merchants are always extremely particular about the color scheme of the interior of their stores.

Window displays will prove to be boomerangs unless the colors harmonize.

Without color our minds would soon cease to function properly.

It is a rvell known fact that more and more attention is being paid to color schemes for exteriors and interiors.

Homes are beautiful, unattractive, dreary, or hideous, according to the c,olor scheme.

Most farms are anything but attractive simply because so little attention has been given to the subject of color.

Some towns are bleak and lonesome looking because oI the coloring, or its lack.

If it were possible to have a color scheme of a whole town worked, out scientifically, rand every building repainted at the same time, it would immediately lte r.nade so attractive that it would become famous over night.

If farm owners fully realizecl the value of color's their farms would be wortl-r lrore money just as soon as the farm buildings were painted, to say nothing of the differen.ce in appearance.

Paint produces beautiful effects in color schemes.

Color appeals to the eye.

This appeal itself is worth all that paint COSTS, but that isn't 5' per cent when the total \rALUE, of paint is considered.

The second great qualitl' of pain,t is its PROTIICTIVE value.

Paint seals the pores in the woocl. and protects it. It keeps the weather out.

When you keep the u'eather out of wood, you prevent decay.

A growing tree has "life" to resist decay. It's bark forms a tough protective "skin."

When the tree is cut.down it DIES. Ttren when it is sawn ,into lumber the surface of each board has millions of pores from which sap exudes. When the pores begin sucking in moisture it begins raising Ned with the wood. So we put a new "skin" on the wood, and w,e call it "paint."

PAINT is the new skin.

Of course,'there are good paints, and poor paints. A film of good paint will make it impossible for moisture to get into a board through the surface.

If this film is kept in good condition, there is no reason why a board sh,ould not last indefinitely-a hundred or two hundred years, or more.

Good,paint, r,r'ell selected, will protect the wood and make it permanent, and will beautify it, m,ake it attractive and increase its value by increasing the desire that it creates in the mind of man. When, it comes down to VALUE, no other commodity today 'contains more real VALUE per dollar than PAIN'l'.

You don't have to learn any excuses for your merchandise when you sell good paint.

CENTURY

REALTY BLDG.

San Francisco, CaI.

Floored with

HARDWOOD FLOORING

You can buy ll4 kinds of MAPLE, BEECH, BIRCH and OAK Flooring in straight or mixed cars from the manufacturers.

NICHOTS & C(}X TUMBER C().

GRAND RAPIDS, MICH.

"The Home of Skilled Woodworkcre'