Picture Framing Magazine - January 2020

Contents

PFM is a member of:

Volume 31, Number 1

PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders

On the Cover PFM is proud to celebrate 30 years as the go-to source of reliable information for the picture framing industry. For a look back at our last three decades, see page 32.

Cover art by Jin Dong

Features 20 Trends for 2020 32 PFM 30th Anniversary 34 Design 101

20

Columns 14 26 34 62

Sales Strategies Framing Fundamentals Marketing Methods Design of the Month

Departments 10 12 50 52 58 60

Editor’s Note Industry News Crossword Puzzle Product Showcase Distributor Spotlight Index of Advertisers

32

34

62

Picture Framing Magazine® (ISSN 10529977) is published monthly, plus one issue by PFM Publishing, LLC, 83 South Street, Unit 307, Freehold New Jersey 07728; phone 732-536-5160; fax 732-252-2270.

Subscription Office: Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612; phone 888-238-0049. Subscription: $20 per year U.S., $40 U.S. Dollars per year in Canada and Mexico, $60 U.S. Dollars per year for all international. Single copies, $5.95. If a paid subscription magazine is returned by the U.S. Postal Service as non-deliverable, Picture Framing Magazine will maintain the subscription for one year. If after one year a new address is not provided, Picture Framing Magazine will cancel the order. No refund will be available for that account. Periodicals class postage paid at Freehold, New Jersey, and at an additional mailing office. Entire contents © 2020 by PFM Publishing, LLC. Printed in U.S.A. Picture Framing Magazine registered in the U.S. Patent and Trademark Office.

Postmaster: Send address changes to Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612 Agreement Number 1691910 Disclaimer The opinions and information in this magazine are not necessarily those of the publisher and are therefore not to be viewed as such. No part of this magazine may be reproduced without the expressed written consent of the publisher. PFM does not knowingly accept false or misleading advertising or editorial, nor does the publisher assume any responsibility for the consequences that occur should any such material appear.

PFM and PFM Publishing assume no responsibility for content, text, or artwork of advertisements appearing in PFM except those promoting PFM. The Publisher reserves the right to review all advertising materials submitted for publication and to not accept any such material deemed inappropriate for any reason.

2020

WCAF EXPO SPEAKER SPOTLIGHT EXCELLENCE IN EDUCATION

The National Conference at the WCAF Expo is dedicated to providing the largest and most comprehensive conference in the industry, led by experts in their field.

Debbi Babb

Wayne Baker

Rhonda Feinman

Leah Fishman

Tim Franer

Meg Glasgow

Jay Goltz

Mark Klostermeyer

Joel Kmak

Heidi Knodle

Jay Kogan

David Lantrip

Barrie Lynn Bryant

James Miller

Michael Pacitti

Jim Parrie

Chris Paschke

Sal Passanisi

Hugh Phibbs

Chuck Terry

Mark Thorpe

James Thorpe

Eric Tollefson

Arthur Van Dover

Mark Wallenfang

CONTENTS

Scott Erickson

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www.wcafexpo.com

Gary Barker

Ken Baur

Daniel Beauchemin

Elisabeth Cornu

Jared Davis

Charles Douglas

Carol Graham

Wendy Harris

Ginger Hartford

Marty Horowitz

David Horowitz

Eric Joseph

Paul MacFarland

Megan MacMillan

Rob Markoff

Barbara Markoff

Kevin Meath

Joyce Michels

John Ranes II

Mike Reick

Erick Rios

Hal Schmitt

Elida Scola

Don Strouf

WEST COAST ART & FRAME

EXPO AND

THE NATIONAL CONFERENCE Matt Weber

Brian Wolf

Elli Wollangk

Russ Wood

TRADE SHOW: January 27-29, 2020 • CONFERENCE: January 26-29, 2020

PFM Publishing

83 South St., Unit 307, Freehold, NJ 07728 • Phone 732-536-5160 • Fax 732-252-2270

PICTURE FRAMING MAGAZINE www.pictureframingmagazine.com Bruce Gherman • bgherman@pfm-group.com • 848-444-5202 Kimberly Biesiada • kbiesiada@pfm-group.com • 848-231-3510 A RT D I RE C TO R Jin Dong • jin@wcafexpo.com • 848-231-4082

E X E C U TI V E PU BLI S HE R E D I TO R

CONTRIBUTORS

Jay Goltz • PRE S E RVATI O N E D I TO R Hugh Phibbs • M O U N TI N G E D I TO R Chris A. Paschke, CPF, GCF M AT D O C TO RS Tim Franer, CPF • John E. Ranes II, CPF, GCF • Brian Wolf, CPF William B. Adair • Ken Baur • Jared Davis, MCPF, GCF Paul MacFarland, MCPF, GCF • James Miller, MCPF, GCF

B USI N E S S E D I TO R

ADVERTISING SALES

sales@pfm-group.com • 848-444-3058 Ellen Blatt • ellenhobbypub@cs.com Bruce Gherman • bgherman@pfm-group.com Rob Gherman • robgherman77@gmail.com Sean Kliemisch • sean@wcafexpo.com CIRCULATION D I RE C TO R O F A U D I E N C E D E V E LO PM E N T

Maureen Robertson • maureen@wcafexpo.com PRODUCTION

A D V E RTI S I N G C O O RD I N ATO R

Jin Dong • ads@pfm-group.com

SUBSCRIPTIONS TOLL FREE: 888-238-0049 pictureframing@omeda.com

WEST COAST ART & FRAME EXPO • NATIONAL CONFERENCE A division of Hobby Pubco • www.wcafshow.com

Deborah Salmon • dsalmon@wcafexpo.com Mindy Gruenbaum • mindy@wcafexpo.com E X HI BI TO R S E RV I C E S Maureen Robertson • maureen@wcafexpo.com TRA D E S HO W C O O RD I N ATO R Gary Coughlin • gary@wcafexpo.com C O N F E RE N C E C O O RD I N ATO R Alan Pegler • alan@wcafexpo.com TRA D E S HO W D I RE C TO R BU S I N E S S M A N A G E R

WCAF EXPO SALES

sales@wcafexpo.com

CONTENTS

PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR

pfmpubco@pfm-group.com

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PFM PUBLISHING, LLC PRE S I D E N T

8 PFM January 2020

Bruce Gherman

Visit us at WCAF Expo Booth 1027

FROM THE EDITOR’S DESK

A

New year, new decade, new ideas.

Celebrating its 30th birthday, PFM is packed with insight from the best in the framing industry.

CONTENTS AD INDEX 10 PFM January 2020

lthough I’m sure I won’t be the first to do so, I’d like to welcome you to 2020. It’s an exciting thing to stand on the precipice of a new year and look at life with fresh eyes. The world is your oyster, here at the beginning.

It’s a particularly exciting time for all of us at Picture Framing Magazine; this year marks the publication’s 30th. A lot has changed over the past three decades. In 1990, the Hubble Space Telescope sent the first photographs from space; the Berlin Wall was torn down, reunifying East and West Germany; and the first web server was created. Gas no longer costs $1.15 per gallon, and “Home Alone” is no longer the highest-grossing film at the US box office.

The picture framing industry, too, has seen changes. Design preferences and trends have evolved. The materials and techniques used in framing have changed as we learn more about preservation and adjust our practices accordingly. The rise of the Internet, of course, affected how everyone does business; we weren’t writing articles about social media marketing in 1990!

Through it all, two things have

remained the same: business owners’ desire to grow and succeed, and our commitment to help them do so. This issue, as always, is filled with articles on a range of design and business topics from industry experts of all walks of life.

Whether you’re looking for sales and marketing strategies, trend insight, or design inspiration, you’ll find something in these pages that you can implement in your framing business this year. I encourage you to use the excitement of the new year as motivation to build your 2020 action plan. Think of it as a new year’s resolution; a list of tasks designed to improve the health of your business.

Whatever you choose to embark upon between now and December 31, you’re doing the right thing for your business by trying something new.

And we’ll be right there beside you, striving to make each issue of PFM better than the last by bringing you new ideas. I’ll toast to that!

Kimberly Biesiada Editor

INDUSTRY NEWS Framerica Ramps Up Charity Efforts

allowed team members to wear jeans

Framerica’s

in exchange for a donation. Framerica

annual

fundraising

efforts

matched all monies collected.

started earlier this year, with the company

“We all feel great about doing our

intending to run multiple initiatives to help

part,” notes Director of Marketing Corinne

various charities.

Ferrara.

Thus far it has donated funds to help

For more information, call 800-372-

in the fight against breast cancer by con-

6422 or visit framerica.com.

ducting raffles and a “week of jeans,” which Framerica staff during their “week of jeans”

Decor Releases Winter Savings Brochure Decor Moulding’s winter Extreme Savings Brochure is now available. Loaded with 140 styles and savings up to 67 percent, the

moulding

included in the brochure ranges from Decor’s most

popular

Park Slope and Edge lines, to Aries

shadow-

boxes, classic compos in a range of profiles and finishes, and blacks, whites, linen liners, and stretchers.

All styles are available from the company’s New York and Georgia warehouses. To learn more, call 800-937-1055, email order@decormoulding.com, or visit decormoulding.com/catalogpages.aspx for the most current offerings.

Monte Celebrates Anniversary with Framerica Framerica’s Lauren Monte recently cele-

CONTENTS

brated five years with the company as a valued member of its imaging team.

“Lauren

is

very

creative with an uncan-

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ny eye for color and design,”

notes

Vice

President Josh Eichner.

Lauren Monte

“She has always been a great member of our team.” PFM VISIT US AT WCAF EXPO BOOTH 1603 12 PFM January 2020

Visit us at WCAF Expo Booth 1517

SALES STRATEGIES

by Jared Davis, MCPF, GCF

The Top 12 Questions to Ask Every Customer What you say—and how you say it—can have a big impact on a sale.

T

he key premise of making a sale is to understand your customer’s needs and requirements. In order to achieve

this, you’ll need to ask a series of strategic questions. With these questions, you’ll be able to better understand any specific requirements and desires your customer has and develop a personal connection with them, which leads to trust. Wayne Pratt of Callandoon Studios in Queensland, Australia, a friend and fellow pic-

in creating a personalized experience is to use

ture framer, once shared this bit of wisdom with

a customer’s name throughout the process.

me: “Customers don’t care how much you know

Asking someone’s name is always a comfort-

unless they know how much you care!”

able conversation opener; even better if you

Another benefit of asking questions is

recognize the customer and know their name

to help generate engagement and emotion

already. Don’t forget to let the customer know

in the customer. The more involved they feel

your name as well, as this will help develop a

throughout the process, the less important the

personal bond.

price becomes at the end.

2. Have you had work done with us be-

CONTENTS

Over my years, I’ve observed countless

fore? If they say yes, then they are happy

customer interactions with framers over their

you’ve remembered them! You can then ask

design counters. I’ve put together a list of

them about what they had done last time and

what I consider to be the top 12 questions that

hopefully strike a positive conversation and

best help achieve happy outcomes and happy

tone about this. If they say no, that’s okay, too.

customers.

Just say you thought they looked familiar and

1. Hi! What’s your name? A key strategy

ask if they live locally—perhaps you’ve seen

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Jared Davis has 25 years of industry experience and is the business development manager

for Larson-Juhl Australia as well as a consultant for Gunnar International. In addition to writing for PFM, Jared also travels extensively as an educator and speaker, teaching at many industry shows and seminars around the world including The National Conference. Jared also serves on the PPFA Board of Directors and is the author of the book “Getting the Most Value From Your CMC.” He leads several sessions at The National Conference in Las Vegas every year.

14 PFM January 2020

Ask your customers questions that aim to gain information about their piece and build a trusting relationship.

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DT948 - WIDE FORMAT DIGITAL PRINTING: A NEED-TO-KNOW GUIDE BEFORE YOU BUY

TRADE SHOW: January 27-29, 2020 CONFERENCE: January 26-29, 2020

www.wcafexpo.com

ently phrased questions which all achieve the same goal— understanding why the customer wants to get something framed. Some possible wording choices include: • “Oh, this looks fascinating. What’s the story behind this?”

• “Okay, now this looks interesting! Tell me the story behind this.”

• “Wow, this is nice! Where did you get this from?”

The important thing to do here is listen. Let people tell their story, and be patient. When you demonstrate an ability to take genuine interest in the customer’s story, it also helps develop a stronger connection and trust, which can help make the rest of the design process a lot more personalized and natural. The more personal the experience becomes, the less important the price becomes at the end.

6. Could you tell me about where you plan to hang this? Framing an item for a domestic environment versus a corporate office can dictate very different design styles.

Likewise, framing for a foyer as opposed to a bedroom can change your thinking for a piece. Asking a question before you commence your design process can help save you from heading down the wrong path and having to backtrack. This type of question can also reveal more informaHaving difficulty getting customers to give you their email address?

Try using contact information forms, like this one from Best Framing in Costa Mesa, CA. This form lists “email” right at the top, even before “name,” increasing the likelihood of a response.

them around.

tion, such as whether it is a gift for someone else.

7. Do you have a specific style or taste in decor? Many people like to frame items to complement their style and home decor, so this can be important to know before you

Keep in mind that when making high-value purchas-

commence the material selection process. If they do, ask

es, consumers don’t like to feel as if they are just another

them about their style of furniture and interior finishes

“faceless customer.” Recognition and acknowledgment go

that will visually accompany the framed piece.

a long way to overcoming this perception and creating a personal experience.

8. How long are you hoping for this piece to last? This is what I call the conservation conversation (which is a fun

3. How did you find out about us? It’s natural to ask

tongue twister!). Many customers don’t realize the differ-

this question if they haven’t been to your store before.

ence in materials and framing techniques and how those

What you can learn from their response can be both in-

choices can contribute to their longevity of their framed

teresting and potentially valuable to understanding your

item. In some cases, many uninformed customers just as-

marketing strengths.

sume if something is surrounded by four bits of wood and

CONTENTS

4. How much time do you have? “I just want to make

a piece of glass, it will last forever.

AD INDEX

sure we can give you the time that is needed to go through

Campbell Hughes of Matisse Framing in Brisbane, Aus-

this.” Liz Barker of Kenmore Gallery in Brisbane, Australia,

tralia, rephrases this question into a comfortable context

shared with me that this question is especially important

that can be more easily understood by most: “Are you hop-

to ask first-time customers who may not know what to ex-

ing this will last a lifetime or just as long as your couch?”

pect during the consultation process. Their response also

This conversation can help you determine if you need

lets you know if they are in any hurry, so you can adjust the

to take a conservation-grade approach and spend a few

process and direction accordingly.

minutes discussing options in further detail or if decora-

5. Getting the story. Every picture has a story to tell, which is valuable information for directing the design and sales process. At this stage, you can ask a number of differ16 PFM January 2020

tor-grade materials can work if budget limitations come into play.

9. How do you feel about this option? During the design process, no doubt choices will need to be made where there is no evident “better or worse” or “wrong or right.”

Whether you’re choosing between moulding or pricing options, you want to allow the customer to make these choices themselves whenever possible so they feel a sense of ownership during the design process.

To encourage good choices, keep in mind that design is not always about rational or obvious thinking. One way to allow a customer to tune into their emotional instincts is by asking them how they may “feel” about different options, rather than using the more rational term “think.” Remember, custom framing is generally something customers want, not something they need; given this, it’s a good idea to avoid encouraging decisions based on need, as you may end up with just a basic black frame.

10. When did you need this done by? This can be a critical question, especially if you’re under any unusual or seasonal time pressures. Custom framing jobs can take time, and it’s vital to be able manage your customers’ expectations. In some cases, it is necessary to know if you need to make any adjustments to achieve their expectations or deadlines. Some framers find it handy to know this before they provide any pricing so they can incorporate any necessary “rush job” adjustments into their quote.

11. How would you like to pay for that today? This question is usually preceded by quoting a final price and can also be used as a natural closing technique. There’s no doubt obtaining full payment up front can help with both cash flow and customer commitment, so try to phrase this question in a skillful way that is conducive to this outcome.

12. Before we finish, I just need to get your details so I can let you know when it’s ready. Email? Name? Phone number? Address? Not only can you contact a customer when their job is ready with this information, but you can also use this technique to harvest email addresses for future marketing promotions and campaigns. Another way

CONTENTS

to obtain this information without specifically asking is to provide a form for the customer to complete. Medi Bendanna from Best Framing in Costa Mesa, CA, provides every customer with a small paper form with these four basic

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fields on it for them to complete, starting with “email” at the top of the list.

Wayne Pratt of Callandoon Studios in Queensland, Australia, says customers “don’t care how much you know unless they know how much you care.” Building a personal connection is essential.

peak of the customer’s overall experience. It is generally when they are at their most elated state, which means they are primed for you to ask this final question before they leave: “I’m glad you love this. You definitely made the right choice in the style and design, and it’s going to look great. Before you go, let me ask you—what’s the next thing you want to frame?”

Now, I have a feeling some of you may have shivered upon reading that question. But consider this: how many times have you walked out of a great experience, whether it’s a meal at a restaurant or a live show, and thought, “That was amazing—I want to do that again!” This question is a powerful conclusion to the process that can immediately plant a seed for your next framing job, potentially sooner than you both may have thought otherwise.

At the end of the day, people prefer to buy from people.

Asking strategic questions is about getting to know your customers on a personal, human level. When you learn to do this instinctively and well, not only do you help make a customer for life, but also, in many cases, it can lead to something equally as valuable—making a friend for life.

PFM

Finally, I have one more question every framer should ask at the very end of the process. When your customer has returned to pick up their framed piece and finally gets to see it framed for the first time in all its glory, this is the 18 PFM January 2020

Want to learn more about connecting with customers? Jared will lead several sales seminars at The National Conference in Las Vegas in January. PFM

DESIGN TRENDS FOR 2020

By Connie Cook

L

ooking for some ideas to update your window dis-

the natural texture to be the star.

play, gallery, frame designs, or social media posts?

According to interior design website thespruce.com,

Incorporate some fresh, new design trends! Wheth-

wabi-sabi is a Japanese term that essentially means “find-

er it’s a new coat of paint in one of the trending colors,

ing beauty in imperfection.” Wabi refers to living with

or a custom frame design that incorporates new trend

humility and simplicity while being at one with nature,

influences, your new look will wow your customers and

while sabi is defined as the ability to accept the lifecycle

position you as a trend leader.

of anything as it is—flaws and all.

In addition to leading paint companies’ Color of

In an industry defined by precision, it’s a bit tricky

the Year news, a recent trip to High Point Market re-

to infuse wabi-sabi into custom framing. You can still

vealed some fresh design trends for 2020. Some exciting

achieve this look by selecting matting and moulding that

new-yet-approachable trend categories have appeared

reflect this trend while still delivering a finished product

and are ready for you to incorporate in your framing that

you can be proud of. Look for organically textured mould-

your customers will love! Let’s look at some of the more

ings and matting with natural fabric finishes.

prominent trends for 2020 and see some examples of

CONTENTS

how you can achieve these looks in your custom frame

NATURAL WOOD FINISHES

designs.

Wood finishes have shifted over the last several years,

HUMBLE MATERIALS

which had been dominated by gray driftwood, cerused, and whitewashed hues. Now, wood finishes are appearing

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One of the most prominent trends seen at High Point Mar-

in many different shades—grays included. Also coming

ket 2019 was the use of simple and humble materials such

forward are lighter and warmer wood tones such as blond

as rattan, plywood, jute, sisal, hemp, and terracotta. Also

and honey finishes.

referred to as the Japanese-influenced wabi-sabi trend,

While no single color family in wood finishes stands

this look celebrates the imperfect, with handmade touch-

out, what is uniting current wood trends is texture. Sat-

es and softened edges. The finishes are simple and allow

in and matte surfaces, plus textural effects such as

20 PFM January 2020

trends are all about the texture, the trending warm metal surfaces feature interesting patinas, brushed finishes, and more textural variations. Look for mouldings that feature warm metal finishes or add top mats with metallic tones. Don’t go too matchy-matchy with the metallics; this current trend is achieved by mixing them up, so have some fun combining metallic tones.

MOODY BLUES Dark blues are quite prominent now but primarily in moody and muddied shades. Sherwin-Williams recently announced its 2020 Color of the Year to be Naval (SW 6244). Sue Wadden, director of color marketing at SherwinDeep blue is showing up not only on walls but also in linens, furniture, accent pieces, and frame design. White provides great contrast.

Williams, says of the 2020 color choice; “People want to

hand-scraping, wire-brushing, and natural, oil-rubbed

ical, and emotional well-being. Naval is reminiscent of

finishes, are all very strong. In flooring, wide planks,

the night sky, which people have looked to for centuries

mixed-width planks, herringbone, and diagonal designs

for guidance, as a muse and as a reminder to live more

are also standing out. Look for these design features in

mindfully.”

feel grounded and inspired to pursue their mental, phys-

moulding selections to bring the same trends your cus-

Dark blues are showing up not just as wall colors but

tomers are seeing in the home decor showrooms to your

also in furnishings, accent pieces, and linens. Blue and

custom frame designs.

white are natural high-contrast companions. You can

RETRO LUXE

easily incorporate the moody blue trend by incorporating dark blue matting or moulding into your framing designs.

There’s a surprising retro glam trend appearing right

Try using deep blue moulding with simple white 8-ply

now that is a nod to the 1970s and 80s. Like any “retro”

matting, or white-toned moulding with a textured, deep

trend, this look is updated with a modern interpretation

blue top mat.

and restraint. The retro luxe look can be achieved by combining luxury finishes with metallic touches, such as the

SEEING PINK

hand-crafted Sinuous wall covering by Vahallan with dis-

Pinks have been on the rise for several years, making a

tinctive rhythmic and sparkling swirls.

big splash in 2016 when Pantone announced Rose Quartz

You can achieve this sophisticated retro design style

along with pale blue Serenity as its Colors of the Year. Ben-

in custom framing by combining metallic textured matting with retro moulding selections.

GOING FOR THE GOLD Silver tones and stainless steel have been the center of design for over a decade, and although warmer metal tones

CONTENTS

have made occasional appearances, their dominance at High Point Market suggest it’s time for silver to move over and let shimmery golden finishes take the spotlight. Not that silver, pewter, nickel, and other cool metal finishes are

AD INDEX

going fully away; rather, they are becoming the supporting cast to gold, bronze, and brass, all presented in a variety of finishes. Leading the way are nuanced metallic tones that are mixtures of copper, brass, and gold.

The most modern and interesting way to present metal finishes is in layered combinations. Just as wood 22 PFM January 2020

This mixed-metal composition includes two metallic mats plus moulding with a burnished metal finish.

VISIT US AT WCAF EXPO BOOTH 1529

bathroom and powder room walls often feature a selection from this color family. The color reflects off the walls and onto the face for a boost of confidence when checking one’s appearance. Today, pink is taking a more prominent place in the modern home. According to Architectural Digest (October 2019), celebrities including Anne Hathaway and England’s Prince Charles have incorporated pale pink walls into their homes.

Pink no longer carries a stereotypical gender association, especially when used in gently muted versions such as First Light. If your customers aren’t ready to go all in with pink, try infusing a little of this calming color as a second or third mat, or in warmed-up pink tones such as coral. Keep it grounded by contrasting these ethereal tints with deeper tones and textures.

ABOUT HIGH POINT MARKET High Point, NC, also known as the home furnishings capThe wavy moulding detail and irregular fabric weave on the top mat create a subtle interpretation of the wabi-sabi design trend.

jamin Moore recently announced the rose-tinged pastel First Light as its 2020 Color of the Year. Described as a “refreshing alternative to white or beige, First Light 2102-70 is a soft, airy pink that flatters any space and plays well with other colors.” First Light takes on a modern look when

CONTENTS

paired with rich neutrals such as charcoal gray or chocolate brown.

Pink and peach tones have long been known to be universally flattering for all skin colors. It isn’t surprising that

ital of the world, hosts both a spring and fall market that attracts local and international exhibitors and buyers.

While many home decor suppliers have permanent showrooms to host year-round visiting design professionals, there are also ample temporary exhibitor spaces where suppliers from around the globe come to show their wares during the biannual markets.

Located in the heart of what was once America’s historic furniture manufacturing center, High Point now features furnishings and home decor items produced from all points around the world.

AD INDEX

SELLING TIPS As the saying goes, “a picture is worth a thousand words.”

Display framed pieces in your consultation area featuring these design and color trends as inspiration and your customers will easily see how these sophisticated styles can be incorporated into their custom framing projects. Seeing is believing!

Let these design trends inspire you to create framing designs that will wow your customers and show that your shop is leading the way in decor trends. PFM

Connie Cook

This framed art features soft pink matting; in stark contrast, the wabi-sabi-influenced moulding has a charred wood look.

24 PFM January 2020

Connie is a design and trend consultant to the custom framing industry. She has led lectures at The National Conference, held at the West Coast Art and Frame Expo in Las Vegas.

FRAMING FUNDAMENTALS

By David Lantrip, MCPF

Dust Covers: Picture Framing’s O�-Forgotten Workers Though largely unseen, dust covers play a role in a piece’s longevity.

A

s the name implies, the purpose of a dust cover is to keep dust out of the frame package and prevent the

entry of destructive insects. It also serves to cover the fitting points and raw back of the frame for a neater appearance. Although not its main purpose, a dust cover can also help slow down wide swings in temperature and

space with easy access.

humidity within the frame as the surrounding

A more durable choice is pH-neutral,

environment changes. To be effective in these

lignin-free paper, most often known as

tasks, the material used must be durable and

“acid-free” paper. With properties akin to

remain strong for the life of the frame.

high-quality matboard, it is much more dura-

The most popular material for dust covers

ble than kraft paper. Depending on manufac-

is kraft paper—either a natural brown or black.

turer, the color may range from white to a soft

It is readily available and fairly low in cost, but

gray or blue-gray. It is an attractive and strong

it does have some drawbacks. As a product

option, one well-suited for high-end jobs and

intended mainly for temporary use, it is not

work in which long-term strength and preser-

highly refined, having a low pH and containing

vation are priorities.

CONTENTS

lignin. Because of this, the paper will, in time,

Another strong, long-lasting option is

become brittle and is likely to tear with nor-

nonwoven spun bond olefin fiber, commonly

mal handling and hanging. This is also true of

known by the (thankfully shorter) brand name

black kraft paper, whose main advantage is its

Tyvek. Used as a house wrap and for making

more finished appearance. When a dust cover

envelopes, it is highly resistant to tears and

is torn, it no longer excludes dust and creates

punctures. Its purpose in construction is as

an ideal home for insects; a dark, protected

a barrier to water intrusion; for this reason, many framers assume it is a better choice for

AD INDEX

David Lantrip, MCPF, GCF, is the director of education for Franchise Concepts, the franchisor for

Deck The Walls, The Great Frame Up and Framing & Art Centre stores. He has served in a number of roles in the PPFA, including committees to write and revise the PPFA Framing Guidelines series and serving as a member of the International Board of Directors.

26 PFM January 2020

Marbled paper was used as a dust cover on this small frame because it was meant to be displayed on a desk, where its back would show.

While it may be tempting to use gift wrap or similar paper on special occasion framing, it’s better to use material that is meant for permanent use.

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look unfinished to one used to seeing a dustcover.

With a deeper frame, there can be a large space underneath the dust cover which increases the chances of damage to the dust cover, especially when the frame is inevitably picked up by its top rail. This problem can be avoided by filling the space in the frame with extra layers of backing material so that the dust cover is fully supported from underneath. It has the added advantage of adding thermal mass, which will greatly slow changes in the microclimate within the frame. This will, of course, add to the materials Long the standard in dust cover materials, brown kraft paper—or kraft paper in general—is best suited for temporary or purely decorative framing.

cost. A good compromise can be reached by using strips of material about 2'' wide around the inside of the frame,

humid environments. While it is true that it blocks water

much like a sink mat, and then using a single layer of solid

in its liquid form, it is permeable to water vapor, which is

board to top it off. It is also a good use of scrap material.

to say humidity. It does not hold moisture, making it re-

Some framers avoid metal frames for preservation

sistant to the growth of mold, but we should not assume

framing because it is difficult at best and impossible at

that it will protect artwork in a humid environment. Only a

worst to apply a dust cover. This is mostly true, given that

highly sealed frame package with a vapor barrier and care-

few metal frames have enough surface area on their back

ful sealing will accomplish that. Tyvek’s main advantage is

to attach a dust cover. This is a special concern on metal

its strength and durability.

frames since the channel on the inside is prone to collect-

Cambric cloth, the fabric used on the bottom of uphol-

ing dust and insects. There is also the fact that spring clips

stered furniture, is a good choice when applying dust cover

apply pressure in only small areas. Both problems are easi-

on a canvas or stacked frame without a flush back. Because it is strong and flexible, it is easy to fold and “pleat” at the corners for a neat appearance without worry of tearing. It is quite porous, as most fabrics are, and therefore does not mitigate changes in environmental conditions as well as other materials.

Many issues with a dust cover can be sidestepped by simply not using one and adopting the use of tape instead. Popular in the UK and Commonwealth countries, tape is applied along the inner portion of the frame to overlap onto the backing and cover the gap between the two. Gummed paper tape, often known as “licky-sticky,” is

ly solved by adding additional layers of backing material to fill the space in the frame so that the contents are held in snugly, but not tightly. Again, this adds additional cost, but strips of board about two inches wide can be used instead to accomplish the same goals.

No discussion of dust covers would be complete without addressing the topic of works of art on canvas. There is still a persistent belief amongst many framers, customers, and artists that a canvas should be framed with an open back, based on the mistaken belief that it should “breathe.”

No credible evidence suggests that a canvas benefits from an open back and air flow, while much evidence (and sim-

a popular choice because a water-based adhesive generally has better longevity than the pressure-sensitive variety.

CONTENTS

This is mainly because self-adhesive paper tape is meant for short-term use such as sealing boxes. A better choice in self-adhesive tapes would be a strong, acrylic-based adhesive combined with a long-lasting and strong carrier.

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Tyvek tape or frame sealing tape with an aluminum layer are ideal choices.

Using tape in this manner adds slightly to the rigidity of the finished frame, giving the framer a little leeway in using narrow mouldings. About the only drawback of taping the frames is purely a matter of aesthetics, as it may 28 PFM January 2020

Black kraft paper is a step up in terms of appearance, but will also become brittle and weak in time.

Black Tyvek is durable, attractive, and moisture-resistant; an ideal combination for dust cover material. The note is a scan of a hand-written notation from the back of the original frame, which added a thoughtful touch to the overall package.

ple common sense) shows that a rigid backing along with a dust seal will provide much-needed protection from the following: • Punctures and dents from behind • Dust, which is abrasive and holds moisture against the back of the canvas • And insects and their waste.

The benefits a rigid backing provides are recognized by conservators, and many will attach a fluted polypropylene backing to stretcher bars once their work is complete.

Doing so assures that the canvas will always be protected, whether on display in a frame or unframed for storage, examination, or conservation work. In a museum setting, a dust cover or similar seal is often not used as the environment is very well controlled and easy access to the canvas is a priority. In a home or commercial setting, a dust cover adds another layer of protection and improves the aesthetics of the back.

You might ask why you should put so much thought and effort into something that will not be seen. I’d point out that you also put thought and effort into mounting methods, hanging hardware, and other components inside the frame. All those things, though unseen, play a role in the general quality and longevity of our work.If nothing

CONTENTS

else, paying careful attention to the back of the frame reinforces a customer’s perception of quality and value. After all, if we pay that much attention to what doesn’t show, what does it say about what will be seen? PFM

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Want to learn more about frame design? David will lead several seminars at The National Conference in Las Vegas in January.

30 PFM January 2020

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32 PFM January 2020

PFM January 2020 33

MARKETING METHODS

By Ginger Hartford, CPF

Content Creation for Master Marketing

Use these tips and tools to give your marketing effectiveness a boost.

A

picture is worth a thousand words.

In today’s marketing, the quality of your visual imagery, also referred to

success on this platform using their own

as your creative content, can make or break

photography to convey the quality of their

your brand. Whether your marketing efforts

product.

involve digital assets, graphic design, or ad-

With all that in mind, where do you start?

vertisements, creative content is the essence

I’ve gathered some best-in-class, easy-to-use

of all forms of photography, videos, design

marketing tools and master tips used by top

templates, and social media posts.

agencies. Think of these tools as an invest-

The skillful use of imagery is key to cap-

ment in your marketing department: with

turing and engaging with potential custom-

them, you can better engage your customers,

ers. Creative marketers are setting high stan-

elevate your brand, save yourself significant

dards with agency-level campaigns featuring

time and money, and greatly increase your

imagery that is sophisticated, authentic, and

marketing effectiveness with confidence.

highly styled. This means your marketing your brand, but it also must compete visu-

Importance of Brand Strategy and Identity

ally. Because frame design is a highly visual

The first thing to consider when building your

business, digital platforms like Instagram

strategic marketing approach is your brand

and Pinterest are a natural fit. These plat-

identity. Ensure all elements of your market-

forms are driving consumer inspiration and

ing campaign have consistent colors and a

even purchasing decisions; for example, over

signature style that conveys a sense of who

one-third of Instagram users have used their

you are. Most memorable brands are easily

smartphone to research and buy a product

identifiable by their color palettes, fonts, lo-

online, making them 70 percent more likely

gos, and image styles. You want your profes-

to do so than non-users. Framers have found

sional marketing assets to be cohesive, con-

content not only has to effectively promote

CONTENTS AD INDEX

Ginger Hartford is a highly accomplished art and design industry veteran recognized for her executive leadership and expertise in strategic marketing and global business development. Formerly with Larson-Juhl, Ginger founded EurDesign Studio as a sought-after consultant and national speaker about high level marketplace trends and design technology.

34 PFM January 2020

When it comes to digital marketing content, the magic is in the editing.

Turn your photos into agency-level imagery with tools like Unfold.

your imagery, your content must capture attention. Storytelling is most compelling when featuring your own business through designs, projects, artists, or gallery events.

For art and framing businesses, consider these six content categories to help build out a calendar for your marketing posts or campaigns: design, location, quotes, creativity, lifestyle, art, and artists. These categories will help build a content “Building a brand” may sound daunting, but there’s fun to be found in it, too: think about the look and feel you want to portray for your business, and choose colors and fonts to match.

calendar to easily manage your creative development and marketing

sistent, and not disjointed. Ensure

you represent, and you will start to

that your imagery flows together,

identify a brand color palette that

Design: Highlight your quality

especially when presented across

can then extend across your graphic

framing design, installations, dis-

digital touchpoints like social me-

design and marketing materials.

plays and details.

dia.

output.

Location: Regardless if your

Content Strategy

business is in Dallas, Seattle, or Cin-

identity is to start with the art.

Content is king, and imagery—

cinnati, chances are you have cus-

Think about what color tones are

whether stock, styled, or edited—is

tomers who love your city! Tap into

emerging from signature artists that

queen! When creating or sourcing

your local vibe and highlight your

A great way to establish a brand

CONTENTS AD INDEX 36 PFM January 2020

storefront to make the most of its

ture and feature videos of their

tent, consider comprehensive me-

iconic locale and position your busi-

paintings as a work in progress or

dia marketing tools like Tailwind.

ness as a top attraction.

show behind the scenes activity of

With Tailwind’s handy browser ex-

an art gallery installation.

tension, you can save compelling

Quotes: Style your favorite artist or designer quotes with your

Content also helps build or-

imagery from any website, easily

own branding. This makes a stylish

ganic engagement, which leads to

“regram” it from Instagram, recycle

way to easily build content that re-

growth. Your captions should con-

your top posts, and select or sched-

lates to your business and helps co-

vert browsers into buyers. Focus

ule images to automatically post

hesively speak to your audience.

on storytelling to create connec-

across platforms with a smart cal-

Creativity: Showcase your cre-

tions and build relationships with

endar for optimal engagement. This

ative design elements and finished

new and existing clients. Feature

way, you can queue up your content

pieces. Have fun!

behind-the-scenes stories to build

days or weeks in advance!

Lifestyle: More than just prod-

interest and help customers get to

Today’s marketing affords many

ucts and services, think lifestyle.

know you, like you, and build trust.

opportunities to cross-promote and

Identify three to six themes or re-

Your stories should convey your

repurpose content. A few important

lationships that complement your

core values and give voice to your

guidelines:

business and dream clients. Feature

brand identity. Be authentic and fo-

• Always give credit to the pho-

content that speaks to your clients’

cus on tone, language, and business

tographer or business that orig-

values,

persona in all your creative endeav-

inally posted any photo you fea-

ors.

ture on your social media page.

inspirations,

aspirations,

and challenges.

Art and Artists: Highlight your

• Do not crop, edit, or alter anoth-

gallery artists or aesthetic styles

Content Curation

that represent top-selling art. Cap-

To source and schedule related con-

CONTENTS AD INDEX 38 PFM January 2020

er person’s photography.

• It is not acceptable to use an-

other person’s image in paid ad

guide when designing your graph-

campaigns without permission.

ics. You might want to add your

However, social media affords a

logo, watermark, or username near

wonderful opportunity to high-

the very bottom of the graphic. Keep

light beautiful imagery to not

your branding and style guide in

only complement your busi-

mind when creating your content

ness, but also cross-promote

so there is consistency and brand

with other brands and reach

recognition.

larger audiences.

Feature Functionality. By design, when sharing a link and utiliz-

These elements are all you need to build out a content calendar that looks and sounds great.

Content Creation

ing the “swipe up” feature on your

Before launching into your new

Instagram

the

ries templates are fabulous for your

graphic design tools, it’s important

screen layout where the username

videos as well. When incorporat-

to consider your content develop-

and/or “swipe up” feature appears

ing video assets within templates,

ment strategy.

and try not to cover up important

you’ll need to download an app that

details.

allows you to place a video over an

Be Purposeful. What are you

Stories,

consider

Video Variety. Instagram Sto-

promoting? How would you feature

Well Designed. Simplicity is the

image such as InShot. If your vid-

a quote? Create a collection of dif-

ultimate sophistication, as Leonar-

eo is longer than 15 seconds, you’ll

ferent templates to promote blog

do da Vinci once noted. Instagram

also need to download an app to

posts, products, and videos. Always

is ideal for sharing and promoting

split your video into to 15-second

provide value!

your content, so focus on clarity

segments so you can post them se-

and simplicity. Always ensure your

quentially, like the app Continual.

On Brand. It’s essential to use your brand color palette and style

CONTENTS AD INDEX 40 PFM January 2020

imagery is bright and professional.

Canva is a master marketing

toolset that’s like having a graphic

Word Swag is one of many quote

sionally crafted to find your photos’

designer and professional market-

design tools with boutique graphics.

best colors. You can create vibrant,

ing department in your back pocket!

Simply upload and style your photos

on-brand photos with desktop tools

This comprehensive design program

with designer text to create original

within your mobile camera’s editing

has preformatted design templates

content. These tools offer artistic lay-

function or in several creative apps.

for all social platforms, including

outs that usually show off your cre-

The popular Adobe Lightroom and

Facebook banners, Pinterest graph-

ative side with artistic elegance and

VSCO tools offer all your digital pho-

ics, Instagram layouts, infograph-

are perfect for social media and blog

tography tools in one desktop/mo-

ics, and more. Simply upload your

posts. Style your collection of artist

bile application for anywhere editing

own unique “brand kit” to create

or designer quotes that are specific

and easy sharing.

consistent, high-caliber designs. I

to your business.

Presets are powerful, profession-

find Canva to be a highly affordable,

al photo filter packs for quick, crisp

simplified designer tool that offers

The Magic is in the Editing

edits, available for purchase. Many

agency-level graphic design for mar-

Your iPhone or digital camera is go-

beautifully

keting. The best marketing tools will

ing to give you the best immediate

have some element of universal ed-

have inspiration, guides, and expert

opportunity to create and capture

its applied. Consider a filter preset

resources to empower your business.

digital media for content genera-

or bundle that gives you flexibility

If you don’t have high-quality imag-

tion. However, the real magic is in

when applied to your product, inte-

ery readily available, Canva affords

the editing! It’s amazing what tools

rior, or portrait imagery and simpli-

access to hundreds of thousands of

are available to add professional,

fies your brand identity by color and

free stock photos and categorized

gorgeous effects to everyday photog-

tone. To learn more, you can explore

illustrations in their library that are

raphy. Adobe Lightroom Presets and

YouTube tutorials from experts like

exclusive to Canva for Work users.

Adobe Photoshop Actions are profes-

Arielle Vey or Maison du Pax.

rendered

photographs

Visual experts like Arielle Vey (Instagram: @ariellevey) employ preset filters to give their images a cohesive, on-brand look and feel.

CONTENTS AD INDEX 42 PFM January 2020

Here are a few fantastic editorial

erated social engagement. A host

tools that are preconfigured to offer

of Stories apps are now available to

collections in stylish templates, giv-

help you master this media to your

ing your photography an elevated,

advantage.

editorial look that is polished and sophisticated: ColorStory

Unfold is an app toolkit for storytellers with beautiful Instagram

maximum

story templates. Stories Edit app is

creative editing as well as ability to

offers

powered by Planoly, a favored visu-

add simple design, brushes, text, and

al content planner and social media

graphics to your photos anywhere

marketing tool. Categories include

and everywhere. Assess over 100 fil-

cover designs, fashion, food, quotes,

ters, effects, and tools right in your

photography, and product and mar-

pocket. Simply edit, save, and post to

keting guides, all preformatted for

your social marketing, website, blog,

Instagram. Creative Market also of-

and more.

fers ready-to-use design assets and

For imagery, stock photo sites

bundles including Instagram Grid

like Unsplash, EyeEm, and Getty Im-

templates. One of my favorite finds,

ages offer beautiful, free photos and

the ReTouch app, allows for removal

UGC user-generated content from

of unwanted objects from photos.

the world’s community of photogra-

Creativity by design isn’t re-

phers. High-quality, royalty-free im-

served for the backroom anymore.

ages are ideal for your next project.

There’s no need to recreate the

Curated asset collections even in-

wheel by spending countless hours

clude video, illustrations, and more.

styling your digital communications

Styled Stock resources afford

when agency-level marketing tools

businesses access to prestyled photo

like those mentioned here are at

bundles. These professional images

your fingertips. PFM

are available for use across websites,

Want to learn more about successful

social media, and marketing.

marketing? Ginger will lead seminars at

Instagram Stories have accel-

The National Conference in January.

VISIT US AT WCAF EXPO BOOTH 1442

VISIT US AT WCAF EXPO BOOTH 1600 PFM January 2020 43

DESIGN 101

By Chris A. Paschke, CPF, GCF, CMG

W

hen a design doesn’t feel like it’s working well, it probably isn’t! Just remember: there is always a wide variety of design options

to choose from, and there will always be more than one “perfect” design for a piece. That is the reason why I see such dramatic variation year after year among entries in the PPFA International PRINT Framing Competition, which tasks framers with creating their own unique design for the same piece of art. Individual framers have individual tastes, and what works for one may never work for another.

Design doesn’t just happen; it needs to be created.

Line is represented by anything: a white bevel, a metallic accent strip, or a debossed decoration, for example. Once the line contours, it becomes a shape.

Frame design is no different. Though a great deal of it may be

Elements and factors are individualized only for anal-

instinctual and even subliminal, having a solid foundation

ysis purposes; by categorizing them this way, it’s easier to

of the structural guidelines of design can be a great help.

understand them, their potential in framing, and their inter-

The fundamental principles of design can be broken

action with each other in creating a complete design. These

down into two categories: elements and factors. No one

principles are the same ones used by artists in the produc-

element or factor ever works alone. For there to be a truly

tion of their works, but they have been modified here to

unified design, they must all meld into one cohesive, well-

translate more smoothly into the world of picture framing.

planned, and perfectly executed presentation. That means

As an artist uses them to produce a masterpiece in pigment,

everything in a design is there for a reason—nothing is hap-

so a framer will produce a masterpiece of frame design.

penstance.

DESIGN ELEMENTS There are six elements that together comprise the whole of a well-organized frame design. These elements are considered the psychological portion of a design; those that an artist, designer, or framer has control over. They are interpretive

CONTENTS

and often instinctive for a good designer—some might call that “having an eye,” but it is more like having a feeling when everything works together. For a framer, this manifests in knowing when a particular moulding and mat combination

AD INDEX

is the right one.

The six basic elements are line, color, texture, shape, intensity, and space. (Rhythm is sometimes included in this list, but is more commonly referred to as a factor as it’s more Controlling the widths of your frame, top mat, bottom mat, and space surrounding the art are all crucial to achieving good proportion. Using the same widths of frame and mat can attract negative attention.

44 PFM January 2020

of a technique than a tool.) These are considered the building blocks that will create the final presentation. In fram-

VISIT US AT WCAF EXPO BOOTH 1529

This exquisite carving by Brian Wolf is a perfect example of line turned into shape.

The dry pigment decorative border above is also a sample of a wide line.

ing, these elements are present in the appearance and visual feel of moulding, matboard, fabric, paint, pigment, decorative paper, deep bevels, fillets, glazing, and artwork. It is the choices made during the design process using these elements that either work together or are discordant in the final presentation.

IDENTIFYING ELEMENTS Line is identified most often by use of multiple mats or mat decoration.

The cut of a rectangular bevel cre-

CONTENTS AD INDEX 46 PFM January 2020

ates a visible line regardless of solid

shape surrounding it is considered the

core museum board, BriteCore, black,

negative area. These are most com-

or paper mat; all establish the use of

monly known as positive and nega-

line. Line is represented by anything

tive space, yet they are indeed created

from a white bevel and metallic ac-

by the presence or void of shapes. It

cent strip, to some colored, debossed

is a defined area that stands out from

decoration. Once the line contours, it

areas surrounding it due to a defined

becomes a shape.

or implied boundary of value, color,

Color is the character of a surface

or texture. Shape can be windows of

resulting from light wavelength to vi-

outer or inner mat openings or actual

sion used to accent or harmonize with

outer frame construction. Never add

artwork, creating an overall mood, vi-

shapes purely for decorative reasons

sual effect, or response by using col-

or space filler.

ored matboard, moulding, fabrics, and

Intensity in art relates to color

surface design. Color should never be

brightness and is the visual energy

used solely for its own character (to

of emotion evoking strong reactions

match the sofa or carpet) or emotion-

of mood through highlight and shad-

al response but always in relation to

ow. In framing, intensity refers to the

the image or object being framed.

highlights and shadows created by

Texture is the character of ma-

use of inner fillets, lifters, and spac-

terials creating a visual look, mood,

ers and creative applications such

and richness determined by physical

as glass etching, deep bevels, and

structure. Intermixing textures at-

stacked mouldings. The result be-

tempts to stimulate a viewer’s emo-

comes a stressing of the decorative

tional response and may support the

effects by ignoring conventional light

theme, such as lace for weddings,

sources or neglecting the representa-

flannel for babies, and leather for

tion of light altogether until it natu-

masculine imagery.

rally occurs within the frame.

Shape is any element used to de-

Space is the area within, around,

termine or give form. The shape itself

above, below, or between items that

is considered the positive area. The

accents the use of positives and neg-

atives within the frame. Space is defined as a measurable distance between pre-established points with two-dimensional

space

involving

only length and width; three-dimensional space adds depth. It is used in wall groupings, shadowboxes, and/or as extensive negative areas around the art.

The border widths shown in the photo below were dictated by the size of the original etching and the client’s desire for a smaller inner accent fillet.

The exterior narrow top mat echoes the inner fillet/liner mat while also breaking up the negative wide borders. Without the addition of the top narrow mat, the space felt like a void.

DESIGN FACTORS The basic factors of balance, proportion, emphasis, and rhythm are the mortar that holds the design elements together. They are guidelines developed to assist in creating more harmonized designs and are the physical organizers that can make or break a design, even when perfect colors and textures have been selected.

If the balance or proportion of the

The exterior narrow top mat echoes the inner fillet/liner mat visual while also breaking up the flat negative wide borders.

Without the top narrow addition, the space felt like a void.

PFM January 2020 47

be strongly represented in a given design.

IDENTIFYING FACTORS Balance is identified as symmetry, asymmetry, and radial balance. The visual weight of symmetrical balance is perfectly even on each side of an imaginary center line. Wedding invitations and announcements are often good examples of this. Asymmetrical balance creates tension through contrast by arranging elements that visually balance the design. Radial balance radiates from one centralized focal point, like a nautilus shell or wagon wheel.

Proportion is the relationship between parts. It relates to the size and scale within a frame and deals with the ratios of one part to another such as border, mat, and frame widths. Controlling the widths of frame, fillet, mats, mat reveals, and space surrounding art are all proportion. Varying Since Elvis is offset to the right, the guitar pin was placed toward the center and counterbalanced with the upper left tiny record—a sample of asymmetry. Courtesy of Helene Herman, Miller Cardboard 1992 Rock ‘n Roll Hall of Frame

widths maintains interest, while same widths can negatively distract. Scale strongly relates to proportion and is usually most noticeable when misused.

This would be an identifiable issue if a small 5'' x 7''

presentation is off, the design will not hold together; hence,

Hawaiian vacation photo was matted with a floral fabric of

no unity. Additional factors of style (see unity) and scale (see

oversized hibiscus flowers. Even if the location reference is

proportion) are sometimes included with factors and may

relevant, the scale would be very wrong. Though there are no

CONTENTS AD INDEX 48 PFM January 2020

hard and fast rules for proportion, a few basic suggestions include: don’t crowd, vary the widths of materials selected, and no item should overpower another for dominance; otherwise the presentation will be in conflict.

Emphasis is the physical positioning of elements as visual concentration or a focal point within the frame to indicate what is meant to be dominant, thus controlling viewers’ eye movement. Emphasis may be achieved numerous ways, including color intensity, darkening or lightening contrast, line convergence, or simple repetition. Reactions such as peacefulness, agitation, playfulness, and confusion may all be stimulated by visual arrangements within a frame.

Rhythm, also identified as repetition, is the use of marks, colors, lines, or shapes to echo accents, patterns, and colors from within the art. Rhythm is a very strong element because of its organic connection to heartbeats, breathing, days, and seasons.

Unity is achieved by the resolution of conflicting elements and factors within a frame, allowing the design to be in harmony with the art and giving the design a sense of completion. The style/period determines the correct era or scheme of the art and needs to be an integral part of the design discussion and selection of all materials, colors, and moulding. Placing a Victorian portrait in a contemporary, abstract, expressionist-inspired frame would be an incorrect use of period and likely could never feel truly unified.

In any given design, the materials a designer uses are the design’s elements, while the methods by which the materials are used are its factors. Each of these design principles work in tandem to create a unified whole. And remember, if you don’t need to use a certain element, don’t force it!

Limiting design elements and factors to a total of three to five in a single piece is a good rule of thumb. PFM Want to learn more about design? Chris will lead several seminars at The National Conference in Las Vegas in January.

Chris A. Paschke Chris is the owner of Designs Ink in Tehachapi, CA, is a second-generation professional picture framer with over four decades of experience. She is an artist, an educator, and has authored numerous article series, including “The Essence of Design,” “Design Concepts,” and “Digital Directions.” She has authored four self-published books on mounting. She currently writes the “Mastering Mounting” column for PFM and is a contributing writer to The Artist’s Magazine, The Pastel Journal, and Watercolor Artist Magazine.

She has been honored with the PPFA Award of Distinction for Leadership 2008, Vivian Kistler Recognition for Innovation Award 2010, and PMA Distinguished Service Award 2012 for her contributions to and education in framing digital imagery.

PFM January 2020 49

CROSSWORD CHALLENGE Across 1 4 8 9 10 12 13 14 16 17 19 21 25 26 27 29 33 34 35

DOWN

Brown wood used on some frames Bright and striking, as color Placed above Pixel measurement Print, in a way Cleaning cloth material Land of opportunity Just produced Contract clauses Agreed! in slang Shining with many small flashes of brilliant light Weight abbreviation Photo paper maker Type of frame used for works of art on canvas Equipment Put in proper order Damp ground Evaluated as to quality ____scape painting

1 2 3 4 5 6 7 11 15 18 20 22 23 24 26 28 30 31 32

Type of corner protector Single item Upgrade ornately Route word Special barium sulfate coating for photo paper Attraction ___ all the boxes Type of paper with mica infused, shimmery, iridescent coating "Y" A hesitation word Light brown Narrow marking of color See 25 down Supports Mounting option, goes with 22 down Scarlet or maroon Polish Victorian, for one French for gold

SEE PAGE 56 FOR THE SOLUTION

CONTENTS

Have a question or comment?

Tell PFM what you think.

AD INDEX

Mail letters to PFM 83 South Street, Unit 307, Freehold, NJ 07728 Call 732-536-5160, Fax to 732-536-5761 Attn: PFM Editor or E-mail to pfmeditor@hobbypub.com 50 PFM January 2020

Visit us at WCAF Expo Booth 1513

New For 2020 Product Showcase 888 Manufacturing Corporation

Join Rite canvas stretching machines are the least expensive machines on the market that can do gallery wraps. Only 3/4'' of canvas is needed around the image to stretch. No air or electricity is required to operate the machines.

Call: 888-338-3318 www.888mfgcorp.com SEE US AT WCAF EXPO BOOTH 1511

Analogue Imaging LLC

SMA Versascan with V3D technology, increasing depth of field, and offering perfect reproductions of structured surfaces. The Versascan produces true optical resolutions of up to 600 x 1200 dpi. Digitizations in less than 40 seconds. Flatbed scanners from 25'' x 50'' to 48'' x 100''.

Call: 800-747-2026 www.analogueimaging.com SEE US AT WCAF EXPO BOOTH 1420

Attach-EZ

Bella Moulding

Introducing the new 401SD Starter Kit Deluxe complete with three fabric mounting tools, two Fine Fabric and one MicroStitch, nine fastener sizes, four needle sizes (11 total), an instructional DVD or USB 101, written instructions, and a 14'' case. Takes the labor out and puts profit back in on fabric mounting projects.

Step right up: everyone’s a winner with Bella Moulding’s Tivoli collection. Made in Italy in a merry-go-round rainbow of bright metallic shades that celebrate the thrills and lights of the vintage amusement park. Perfect for playful prints and portraits.

Call: 800-527-1521 www.attach-ez.com

Call: 773-248-7713 www.bellamoulding.com SEE US AT WCAF EXPO BOOTH 1209

SEE US AT WCAF EXPO BOOTH 1607

Caliber8

Canon USA

The Exactac Picture Hanging Tool takes the hassle out of hanging your favorite frames. Its ergonomic handle helps you place your frames exactly where you want them while locating precisely where to place your hanging hardware on the wall. Exactac keeps your hands safe from hammers making your picture hanging experience exquisite.

Professional photographers and graphic designers openly share what they need and want in a printer, and Canon listened. The new, enhanced imagePROGRAF printers feature intelligent media loading, enhanced security features, and other improvements.

Become obsessed and see for yourself at the website below.

Call: 844-233-9228 www.getexactac.com

Call: 800-423-2366 www.proprintsample.com

SEE US AT WCAF EXPO BOOTH 2329

SEE US AT WCAF EXPO BOOTH 1027

Canvas Stretching Machine, LLC

Craft Inc.

The new ProMod-5 was inspired by the needs of many high-production print shops. It includes: two stretcher plates, dual foot pedal control, dual-stage control console, articulating arm, Fasco F1B80-16LN pneumatic staple gun and holster, one box of BeA -80 series staples, and universal mounting brackets.

This model carries a full one-year warranty.

Now proudly distributing the SpringLock. The Springlock Picture Fixture offers a simple, effective, and secure method of hanging artwork and mirrors to any wall. Springlock offers major advantages over other security picture fixtures on the market. Springlock is manufactured in England and has become a market leader in picture security today.

Call: 614-861-4582 www.gallerystretcher.com

CONTENTS

SEE US AT WCAF EXPO BOOTH 1604

Call: 800-827-2388 www.craft-inc.com SEE US AT WCAF EXPO BOOTH 1442

AD INDEX

Decor Moulding

Delta Picture Frame Co.

Introducing Revel, a new polystyrene line featuring six ornate black and white styles, giving the look of an artisan’s carved craftwork in a very rich compo design. Available in three widths, 1 3/4'', 2 1/2'', and 3 1/4'', with rabbets ranging from 3/8'' to 3/4''. Order corner kit #CSREV to get this line on your wall today.

Shown here is a 1 1/16'' wide moulding with a face that angles downward toward the lip. The distressed silver lines serve as a nice accent over the dark gray finish of the moulding. For samples or pricing, please call the office.

Call: 800-937-1055 www.decormoulding.com

52 PFM January 2020

Call: 800-327-5482 www.deltapictureframe.com SEE US AT WCAF EXPO BOOTH 1101

Designer Moulding

D&K Group

Introducing new shadowbox moulding. Comes in four attractive colors: Whiskey, Honey, Smoke, and Charcoal. To learn more, please call or visit the website.

Endura Overlams from D&K offer a durable, waterproof laminating solution for outdoor artwork. Endura Overlams are also available with UV protection to help protect against fading and color shift caused by sunlight.

These thermal laminating films are designed for use in a roller press system.

Call: 800-634-0032 www.designermoulding.com SEE US AT WCAF EXPO BOOTH 1534

Call: 800-632-2314 www.dkgroup.com SEE US AT WCAF EXPO BOOTH 2214

Epson

Fotiou

Epson recently announced the SureColor P9570, a 44'' wide-format inkjet printer designed for the photography and fine art market. Leveraging new UltraChrome PRO12 pigment ink and PrecisionCore MicroTFP printhead technology with dedicated nozzles for both Matte and Photo black ink, it delivers exceptional image quality at unparalleled speeds.

Fotiou, in partnership with Jane Seymour and onetreeplanted.org, are working together to replenish the forests of California and want you to get in on the action. It’s simple; buy any new Jane Seymour product, and Fotiou will plant one tree on your behalf. Featuring six profiles and three modern veneers.

Call: 800-463-7766 www.epson.com

Call: 800-668-8420 www.fotiou.com

SEE US AT WCAF EXPO BOOTH 1401

SEE US AT WCAF EXPO BOOTH 1411

The Frame Master

The Frame Master

Long Beach, CA framemaker Ona Zimmerman is making her WCAF Expo debut with her wildly original collection of “deconstructed-reconstructed” hand-finished (painted, gilded, stained, or combo) closed-corner picture frames; each one a work of art!

Maine native Leia Scotton is a creative framer launching her unique W.T.F. line at the WCAF Expo! With a name like that, you know you’ve got to see her lacy, gilded, hand-finished original designs up close!

Call: 516-220-8313 www.theframemaster.com

Call: 516-220-8313 www.theframemaster.com SEE US AT WCAF EXPO BOOTH 2301

SEE US AT WCAF EXPO BOOTH 2301

Framerica

Frank’s Fabrics

Framerica’s Dashboard Burl is the newest addition to its popular Woods Collection. This classic burl was inspired by the finest automotive interiors, colored to the most useful mid-tone brown. “Burl has been in Framerica’s line forever,” notes VP Josh Eichner.

“We’ve updated that with Dashboard Burl to keep the timeless feel but with an unprecedented realism.”

Dashboard Burl is available in profiles ranging to 3''.

Introducing Fibremats. Available in six thicknesses so you can introduce more depth into your designs. Sizes up to 49'' x 97''. Framers do not have to worry about the mats curling; even without glass, they lay flat. On the ¼'' and 3/8'' thicknesses, 45-degree and 30-degree bevels are available, as well as rounded bull noses. Thicknesses over 1/8'' can be flipped over and a 1/8'' deep rabbet can be routed, so when you install a fillet, it will sit flat with the bottom of the Fibremat.

Call: 800-372-6422 www.framerica.com SEE US AT WCAF EXPO BOOTH 1303

Call: 888-332-2749 www.franksfabrics.com

Gemini Builds It!

Giò Designs

Do you struggle to explain to your clients how to frame their 3D art and memorabilia?

Showcase Acrylics has just the thing! This showroom display includes removable magnetized brackets that can help you demonstrate a variety of acrylic options. Let us make this your next best sales tool!

Start the year with a splash of color! Giò Designs’ K344 profile is now available in six bold colors and seven photo frame sizes.

These fun little frames come in blue, green, orange, pink, purple, and red. Photo frames available in 3'' x 3'', 3'' x 7'', 3.5'' x 9'', 4'' x 6'', 5'' x 5'', 5'' x 7'', and 8'' x 10''.

Call: 847-844-4000 info@showcaseacrylics.com

Call: 800-674-3344 www.giodesigns.com

SEE US AT WCAF EXPO BOOTH 1643

SEE US AT WCAF EXPO BOOTH 1548

PFM January 2020 53

New For 2020 Product Showcase Hoffmann Machine Company

Image Conscious

The Hoffmann MU3-PD is an excellent choice for custom picture framers to join moulding at any angle. It excels at joining very thin and tall stem moulding, which tends to split with traditional joining methods. Different machine models and accessories are available; come see live machine demonstrations at the WCAF Expo.

Image Conscious has published “Amid the Jewels” by Jan Weiss, part of an abstract landscape series. This image is available to resize and print on standard paper, cotton rag paper, canvas, acrylic, metal, and wood.

Call: 866-248-0100 www.Hoffmann-USA.com

Call: 800-532-2333 www.imageconscious.com SEE US AT WCAF EXPO BOOTH 2307

SEE US AT WCAF EXPO BOOTH 1551

Jack Richeson & Co.

Legion Paper

Cotton and Linen Canvas Panels have a soft tooth finish, which makes them the perfect painting and printing surface. Mounted on HDF, they are warp- and moisture-resistant and are coated with high-quality acrylic gesso.

Available in extra fine, fine, and medium textures. Sizes from 5'' x 7'' to 20'' x 24''.

Entrada Rag Textured has a subtle texture and warm tone, exhibiting the same superb Entrada printing qualities of the classic Entrada Smooth. The wide tonal range and high dMax remains unparalleled for a cotton matte paper.

The defined yet subtle texture enhances the printed image without being distracting. Its natural, warm surface matches perfectly to the existing Entrada Rag Natural paper, making this a nice alternative to the traditional smooth finish.

Call: 800-233-2404 www.richesonart.com SEE US AT WCAF EXPO BOOTH 1606

Call: 212-683-6990 www.legionpaper.com SEE US AT WCAF EXPO BOOTH 2001

Lineco

Michelangelo Moulding

Announcing the addition of Klucel G to Lineco’s line of framing products. Klucel G can be dissolved in either water or alcohol, but it is its solubility in alcohol that presents the most useful possibilities. It introduces the prospect of adhesion without the deformation that water can cause.

Introducing a new series in Michelangelo Moulding’s growing floater collection: the 362 family. Four finishes—black, white, and two grays—with a robust 1 1/8'' face and delicate, complementary accent lines.

These elegant neutrals would be perfect with many of the increasingly oversize products in today’s design schemes.

Call: 800-628-1912 www.universityproducts.com SEE US AT WCAF EXPO BOOTH 1003

Call: 877-422-8812 www.michelangelomoulding.com SEE US AT WCAF EXPO BOOTH 1109

Morso Dan-List New manually operated digital measuring system for your Morso. Fits all existing machines. Easy to fit, easy to operate, easy to read. Morso machines: no dust, no noise, and no CO2 emission from manually operated machines.

Call: +45 8643 5155 www.danlist.dk SEE US AT WCAF EXPO BOOTH 1549

Penny Lane Fine Art & Licensing New artwork by Jaxn Blvd.! All the artwork you see on Penny Lane’s website is also available on canvas and wood products. Select images are also available as large-format giclee prints. Contact your sales representative to place an order today.

Call: 800-273-5263 www.pennylanepublishing.com SEE US AT WCAF EXPO BOOTH 1342

CONTENTS AD INDEX

Peterboro Matboards

PI Creative Art

New 2020 Matboard Specifier now available from Peterboro! This real chip specifier includes all Conservation, Whitecore, Blackcore, Conservation Solid Core, and Specialty Foil references. To request your copy, visit the website or contact your Peterboro distributor.

This simple still life brought to you by PI Creative Art is perfect for a spring/summer refresh. With its gestural petals and airy palette, it is a sweet sample of what PI Creative Art’s new line has in store.

Call: 866-292-3031 www.peterboromatboards.com SEE US AT WCAF EXPO BOOTH 1211

54 PFM January 2020

Call: 800-363-2787 www.picreativeart.com SEE US AT WCAF EXPO BOOTH 1501

Picture Woods

Presto Frame & Moulding

Named after the darkest portion of the shadow, Umbra, Picture Woods’ new line of exceptionally crafted hardwood moulding, celebrates the beauty of contrast by seamlessly joining two complementary woods into one stunning profile. Featuring a bright maple face and a cherry or walnut side, these eye-catching designs are available in a variety of finishes and profile sizes.

Camilla features a rambling leafy vine motif with tangential ribbing. The ornament is a low relief with a continual repeat making for well-matched corners. Handmade in Italy, the finishes have depth and character. Available in 7/8'' and 1 1/2'' widths.

Call: 800-321-6522 www.picturewoods.com

Call: 800-431-1622 www.prestoframe.com SEE US AT WCAF EXPO BOOTH 1505

SEE US AT WCAF EXPO BOOTH 1250

Rhonda Feinman Custom Frames Introducing a 4'' wide neoclassical Empire style frame to the Rhonda Feinman Custom Frames collection. Four rows of handmade composition ornament finished in 22KT gold leaf and antiqued to your specifications.

Call: 800-297-1566 www.rhondafeinman.com SEE US AT WCAF EXPO BOOTH 1321

Rosenstiels New for 2020: “Flying Egret” by Wink Gaines (RL24752). Celebrated wildlife photographic artist Wink Gaines beautifully captures the soaring flight of this elegant bird. The neutral colors and dynamic composition are just perfect for today’s interiors. Come and explore Rosenstiels’ wide world of photography, painted and graphic art, and so much more on their website. +44 (0)20 7352 3551 www.rosenstiels.com SEE US AT WCAF EXPO BOOTH 1005

Rustic Creations

Sagebrush Fine Art

Set of two barnwood shelves. Reclaimed wood repurposed into an adorable shelf which is a great addition to any home decor. The barnwood is all naturally aged. A beautiful, handcrafted accent to display photos and keepsakes. Easy to install with Rustic’s sawtooth hanger system.

Choose two gray, two white, or one of each.

Height 4''; width 24''; depth 3.75''.

For 30 years, Sagebrush Fine Art has been privileged to provide customers with wonderful art, worldwide. Their catalog of over 35,000 images from nearly 70 talented artists grows bigger every day. But it’s not just about numbers: their shared love of art and the wide range of positive emotions it evokes are why Sagebrush is still here, 30 years later.

Call: 800-410-3200 www.rustic-creations.com

Call: 800-643-7243 www.sagebrushfineart.com

SEE US AT WCAF EXPO BOOTH 1451

SEE US AT WCAF EXPO BOOTH 1545

Specialty Matboard

Studio Moulding

59016 Kimono is one of seven new colors from Specialty Matboard’s Crepe Collection. The colors are soft, neutral taupes and grays. The pattern has a silky, “crepe” type pattern.

Announcing the new Sierra Floater collection.

Suitable for canvas art, these rustic, earthy wood veneers are available in two profiles and five finishes: Walnut, Pecan, Buff, Gray, and Beige. Please contact your regional sales manager or Studio Moulding to get your samples today!

Call: 800-280-6287 www.specialtymatboard.com SEE US AT WCAF EXPO BOOTH 1108

Call: 800-262-4174 www.studiomoulding.com SEE US AT WCAF EXPO BOOTH 1335

SunDance Graphics

Ten Plus

SunDance Graphics is looking forward towards another exciting WCAF Expo. Among their many great artists is Patricia Pinto. Patricia comes from a great family of artists and was born in Colombia. Patricia continuously evolves and easily combines her style with the latest trends.

Introducing exciting new profiles in Ten Plus’s collection. Comes in four attractive colors and multiple profiles. To learn more, please call or visit the website.

Call: 800-617-5532 www.sdgraphics.com

Call: 562-404-0088 www.tenplusframes.com SEE US AT WCAF EXPO BOOTH 1343

SEE US AT WCAF EXPO BOOTH 1310

PFM January 2020 55

New For 2020 Product Showcase Universal Arquati

Urban Road

Introducing a new size in the successful gesso-free line: ¾'' x ¾'' Italian Prime! This Italian-made moulding features open grain, high gloss, and matte finishes in a variety of colors. This profile is economical, gesso-free, and great for many uses with small pictures, inner frames, and photography.

This product is now in stock! Please contact your local sales representative to get a sample set.

With their groundbreaking TrueTexture technology, Urban Road takes original, hand-painted pieces, scans them, and uses 3D printing techniques on high-quality linen canvas, allowing customers to access beautiful pieces of artwork that look and feel exactly as the artist intended—virtually indistinguishable in their replication of the strokes, textures, and movement of the original.

Call: 800-668-3627 www.universalarquati.com

Call: +61 408 345 488 www.urbanroad.com.au

SEE US AT WCAF EXPO BOOTH 1517

SEE US AT WCAF EXPO BOOTH 2115

World Art Group Introducing hand-colored metallic foil from World Art Group. Each piece is printed with metallic foil on 100 percent cotton rag paper and then hand-colored with high-quality watercolor paints to accentuate the stunning beauty. Fully made in the US. Come see for yourself.

Call: 804-213-0600 www.theworldartgroup.com SEE US AT WCAF EXPO BOOTH 1235

CONTENTS AD INDEX 56 PFM January 2020

Crossword Challenge Puzzle Solution

Distributor Spotlight

VISIT US AT WCAF EXPO BOOTH 2203

VISIT US AT WCAF EXPO BOOTH 1551

VISIT US AT WCAF EXPO BOOTH 1243

VISIT US AT WCAF EXPO BOOTH 1100

VISIT US AT WCAF EXPO BOOTH 1606

CONTENTS

DISTRIBUTOR SPOTLIGHT

AD INDEX

A complete innovative marketing section designed especially for distributors.

For more information contact

sales@pfm-group.com 58 PFM January 2020

VISIT US AT WCAF EXPO BOOTH 1511

Index Advertiser

Page

Advertiser

Page

Active Sales ......................................................................................29, 58

Hoffmann Machine Company ..................................................................58

800-937-2255

866-248-0100

www.activesalesco.com

www.hoffmann-usa.com

Alpina Manufacturing, LLC ......................................................................58

ITMS GROUP...........................................................................................48

800-915-2828

877-231-8060

www.fastchangeframes.com/bannergrip.com

Arlo Spacemaker Products, LLC................................................................47 800-332-2756

www.reevesextruded.com

BolognaFiere SPA ...................................................................................57 31-260-0372

www.famaart.it

Canon USA ...............................................................................................9 Please visit our website

www.usa.canon.com

Capax-Frame It ......................................................................................38 800-942-2729

www.capax.com

CMI Moulding .........................................................................................58 301-476-7440

www.cmimoulding.com

Craft Inc. ...............................................................................................43 800-827-2388

www.craft-inc.com

Crescent Cardboard Co. .......................................................................5, 41 800-323-1055

www.crescentcardboard.com

www.thelibrarysupply.com

Jack Richeson & Co. ................................................................................58 800-233-2404

www.richesonart.com

Join Rite .................................................................................................58 508-454-7477

www.joinrite.com

Michelangelo Moulding ...........................................................................21 877-422-8812

www.michelangelomoulding.com

Omega Moulding Company ...................................................11, 42, 48, 50 800-289-6634

www.omegamoulding.com

Picture Framing Magazine.......................................................................15 800-969-7176

www.pictureframingmagazine.com

Picture Woods Ltd. ..................................................................................35 800-321-6522

www.picturewoods.com

Pro Tapes & Specialties............................................................................37

Decor Moulding & Supply ................................................31, 40, 42, 48, 50

800-345-0234

800-937-1055

Rhonda Feinman Custom Frames ...............................................................8

www.decormoulding.com

www.protapes.com

Easy Leaf Products ..................................................................................49

800-297-1566

800-569-5323

Sepp Leaf Products .................................................................................61

www.easyleafproducts.com

www.rhondafeinman.com

Encore Products Inc .................................................................................25

800-971-7377

800-873-4868

Superior Moulding Corp. .........................................................................58

www.encoreproducts.com

www.seppleaf.com

Engelsen Frame & Moulding ....................................................................58

800-922-7914

800-422-6731

Ten Plus..................................................................................................39

www.engelsenframe.com

www.supermoulding.com/www.zelanto.com

Fixons ....................................................................................................58

888-944-8899

714-526-3455

The Fletcher Business Group ..............................................................23, 45

www.fixons.com

Foster Planing Mill ............................................................................36, 58 323-759-9156

www.fosterplaningmill.com

Fox Moulding .........................................................................................47 800-341-0101

www.foxmoulding.com

Frame Specialties ....................................................................................12 800-777-3165

www.kooltack.com

CONTENTS

Framerica...........................................................2, 3, 4, 38, 42, 48, 50, 64 800-372-6422

www.framerica.com

FrameTek ...............................................................................................61 800-227-9934

www.frametek.com

AD INDEX

Framing Fabrics ......................................................................................30 800-832-2742

www.framingfabrics.com

800-843-3826

www.tenplusframes.com www.fletcher-terry.com

Tru Vue ..................................................................................................17 800-621-8339

www.tru-vue.com

Universal Arquati ..............................................................................13, 51 800-668-3627

www.universalarquati.com

Wall Moulding ........................................................................................63 800-880-8315

www.wallmoulding.com

West Coast Art & Frame Expo ..........................................................6, 7, 27 800-969-7176

www.wcafshow.com

Wire & Cable Specialties ..........................................................................46 800-824-9473

www.wire-cablespecialties.com

Frank’s Fabrics for Framers .....................................................................43

Wizard International ...............................................................................19

888-332-2749

888-855-3335

www.franksfabrics.com

www.wizardint.com

Gluefast Company ..................................................................................58

Yiwu Zhongshang Exhibition Co. Ltd. .......................................................59

800-242-7318

+86 579-8551-6697

60 PFM January 2020

www.gluefast.com

www.cafexpo.net

(Continued from page 62)

the surface of the glass a frosted ap-

ed objects. The final touches were pre-

pearance. It’s a subtle accent that’s

mium glazing on top and a 2 ¼'' black

only noticeable when viewed up close

frame.

and is one of those details that truly wows a customer.

For assembling it all together,

Come see this frame on display in the Wizard booth at the West Coast Art & Frame Expo this month! PFM

from back to front: the bottom mat is Crescent #9744 Golf Ball, then a foam-

Want to learn more about how to

board strip that acts as a spacer. The

market your frame designs? Meg will lead

etched glass layer was followed by the

several sessions at The National Conference

black mat, green side walls, and float-

in Las Vegas in January.

PFM January 2020 61

DESIGN OF THE MONTH

By Meg Glasgow

A Golf Design That Comes in Under Par

T

here are so many details to love in this little shadowbox. It may look like a pretty simple design, but as with

most things, the beauty is in the details. We “tee’d” up this shadowbox to showcase souvenirs from a special day of golf at the celebrated Pebble Beach course.

To conserve on space, I laid out the items in a vertical format. I like using this shape; it

more room for securing the tee. The challenge

takes up less space on the wall, giving people

was getting the angles just right, making the

more options on where it can be displayed, and

side slopes match, and the miters in the cor-

as an added benefit, I find it pleasing to the eye.

ners join perfectly. Did I say it was challenging?

For this project, this layout worked best be-

I meant extremely difficult!

cause all the items were the same width.

To add emphasis to the photo, I added a

When I finally got everything secured together, I added a

¼''

wide black mat under-

mini-mat in black to make it stand out from the

neath. This gave me a good foundation for the

other objects and coordinate with the frame.

angled mats and added a nice design element

It’s also floated higher than the other items, as

to separate the green from the white mat rest-

seen by the larger shadow. This makes it the

ing below.

focal point and directs the viewer’s eye to the most important element of the shadowbox.

One of my favorite things about this project is the “Pebble Beach” etched glass along the

CONTENTS

Part of what makes this project unique—

left side of the frame. For this subtle detail, I

and challenging to execute—are the angled

used my Wizard 9000 computerized mat cut-

side walls made out of bright green mats. I of-

ter to cut the Roman letters out of vinyl and

ten use side walls in contrasting mat materials,

applied the vinyl stencil to glass. Next, I used

but rarely at an angle like this. I wanted to try it

Armor Etch, a chemical etching cream, on the

to add interest to the frame design and provide

surface of the glass. When wiped off, it gives

AD INDEX

Meg Glasgow, owner of Finer Frames in Eagle, ID, is a nationally recognized consultant in the art and framing field and the winner of Larson-Juhl’s inaugural Design Star competition in 2013. She travels widely around the US presenting sales and marketing seminars for small businesses, and has recently published her second book, “Recharge Your Business.” She is a popular instructor at The National Conference in Las Vegas.

62 PFM January 2020

(Continued on page 61)

Etched glass and angled side walls made from turf-colored matboard make this shadowbox design unique.

Visit us at WCAF Expo Booth 1513