Color as Applied to Paint

We have talked in previous issues about color as a sales medium for paint. And there are some additional thoughts along the same line.

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.

Emotions produce motion.

One of the easiest \Mays to induce a person to do certain 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 schemes 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 well 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 color 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 because of the coloring, or its lack.

If it were possibe to have a color scheme of a whole town worked out scientifically, and every building repainted at the same time, it would immediately be made so attractive that it would become famous overnight.

If farm owners fully realized the value of color their farms would be worth more money just as soon as the farm buildings were painted, to say nothing of the difference in appearance.

Paint produces beautiful effects in color schemes. Color appeals to eye.

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

The second great value of paint is its PROTECTIVE value.

Paint seals the pores of the wood, 4nd protects it. It keeps the weather out.

When you keep the weather out of wood, you prevent decay.

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

When the tree is cut down it.DIES. Then 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 we call it "paint."

PAINT is the new skin.

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

If this film is kept ih perfect condition, there is no reason why a board should not last indefinitely-a hundred or two hundred years, or more.

Good paint, well selected, will protect the wood and make it permanent, and will beautify it, make 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 V A L U E per dollar than PAINT.

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