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Characteristics of Color
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adver appear appropriate artistic attention-value background black and white blue blue-green brightness brightness-contrast ceiling chain stores chapters characteristics of color color in advertising color preference colored glass colored light combinations contrast cornice dark daylight lamps decorative scheme depends depicted desirable diffusing discussed display display-man electric filament electric signs esthetic example factors fixtures foot-candles gray green greenish hues increased influence intensity of illumination interior legibility letters light and color light-sources lighting effects lighting equipment Luckiesh means medium ments merchandise merchant modern modern merchandising ness novelty object obtained orange package painted Panama Pacific Exposition pigments Plate possible primary colors primary light printed pure colors purple realism reflected reflectors second color selling shadows show-window spectral colors spot-light subdued suggest symbolism taste tints and shades tion tive tungsten Underwood Typewriter unmodified light usage utilized value of color variety various violet visual wattage window yellow