Products; Organization and Efficiency; Store Di*Lays; Conditioning Appendd. Both Black and White and Color Photographs Illustrat
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DOCUMENT RESUME ED 330 809 CE 057 462 AUTHOR Anderson, Gary A. TITLE Floral Design and Marketing. INSTITUTION Ohio State Univ., ColUmbus. Agricultural Curriculum Materials Service. SPONS AGENCY Ohio State Dept. of Education, Columbus. Agricultural Education Service. PUB DATE e8 NOTE 858p.; Photographs will not reproduce well. AVAILABLE FROMOhio Agricultural Education Curriculum Materials Service, 254 Agricultural Administration Bldg., Ohio State University, 2120 Fyffe Road, Columbus, OH 43210-1099 . PUB TYPE Books (010) Guides Classroom Use Instructional Materials (For Learner) (051) EDRS PRICE MF05/PC35 Plus Postage. DESCRIPTORS Adult Education; Advertising; *Agricultural Education; Design; *Distributive Education; *Floriculture; *Marketing; *Ornamental Horticulture Occupations; Plant Identification; Postsecondary Education; Salesmanship; Sales Occupations; *Sales Workers IDENTIFIERS *Floral Designers; Florists ABSTRACT This profusely illustrated, 32 chapter book surveys retail floriculutre and makes a current statement of the industry. It can be used by students pursuing individualized study, in a classroom with instructor reinforcement and demonstrations, and by a former student or flower shop employee as a refresher tool and reference. Principles of flower arranging are explained and applied. Identification of floral material and supplies commonly found in flower shops is explained with illustrations. Information on care, handling, and selling of flowers is provided. Suggested activities in each chapter provide hands-on exercises. Following an introduction, chapter topics are: elements of design; cut flowers and foliage; mechanics, supplies, and safety; body flowers; bud vases and rose bowls; decorating potted plants; mass arrangements; line and line-mass arrangements; accessories, bases, and backgrounds; dried flowers; silk and other permanent flowers; table settings; wedding floral design; sympathy flowers; living plant groupings; novelty arrangements; special occasions and holidays; period arrangements; contemporary arrangements; retail floriculture industry; sales and service; wrapping and packaging floral products; pricing flora] products; organization and efficiency; store di*lays; conditioning and storing cut flowers; care of living plants; delivery; advertising and promotion; and keeping current with the industry. Lists of resource organizations and periodicals and 64 references are appendd. Both black and white and color photographs illustrate the text. (YLB) Floral Design and Marketing Gary A. Anderson U.S DEPARTMENT Of EDUCATION "PERMISSION TO REPRODUCE THIS Nik cA EducANonal ReasareA And ImoTcssema, MATERIAL HAS BEEN GRANTED BY ED./CANONAL RESOURCES INFORMATION CENTER IEFur, Th.s documeni Nit beim rpfoduced as ,oca.ved trnm the person or orwimt Ow, orginaling 4 r Mmor changel hire IMP,' milde to reproduchon (WIWI y Poolt% of rtfror r), 01,InIons- 31111@d rI Mr% Moo, TO THE EDUCATIONAL RESOURCES mon! do nch nacess.,. ..prems.I &boa' INFORMATION CENTER (ERIC)." OERIPOSOzon ot BEST COPY AVAILABLE John H. Davis, Assistant Director Roger D. Roediger, Director Vocational and Career Education, Ohio Agricultural Education Agricultural Education Service Curriculum Materials Service Ohio Department of Education The Ohio State University Library of Congress No. 90-621762 Copyright 0, 1988 Ohio Agricultural Education Curriculum Materials Service The Ohio State University All rights reserved Ohio Agricultural Education Curriculum Materials Service The Ohio State University Room 254, 2120 Fyff e Road Columbus, Ohio 43210 19 88 The Ohio Agricultural Education Curriculum Materials Service, as a part of The Ohio State University, is an equal opportunity employer and does lotdiscriminate against any individual for reasons of race, color, creed, religion, national origin, sex, or handicap. Ail instructionalmaterials are available to all potential clientele on a non- discriminatory basis without regard to race, color, creed, religion, national origin, sex, or handicap. Trade or brand names mentionei in this text are supplied with the understanding that no discrimination or endorsement by the Ohio AgriculturalEducation Curriculum Materials Service is implied or intended. BEST COPY mmuni.r CONTENTS Chapter Chapter 1 271 1 Int roduction 17 Living Plant Groupings Color Plate I 18 Novelty Arrangements 297 Elements of Design 11 19 Special Occasions and Holidays 303 2 325 3 Principles of Design 33 20 Period Arrangements 333 4 Cut Flowers and Foliage 57 21 Contemporary Arrangements Mechanics, Supplies, and Safety 77 22 The Retail Floriculture Industry 339 5 349 6 Body Flowers 97 23 Sales and Service Bud Vases and Rose Bowls 127 24 Wrapping and Packaging Floral Products 361 7 369 8 Decorating Potted Plants 133 25 Pricing Floral Products 26 Organization and Efficiency 375 Color Plate II 381 9 Mass Arrangements 139 27 Store Displays 10 Line and Line-Mass Arrangements 161 Color Plate IV Accessories, Bases and Backgrounds 177 28 Conditioning and Storing .7ut Flowers 387 11 393 12 Dried Flowers 187 29 Care of Living Plants Silk and Other Permanent Flowers 209 30 Delivery 397 13 401 14 Table Settings 217 31 Advertising arid Promotion Wedding Floral Design 225 32 Keeping Current with the Industry 407 15 412 Color Plate III References 16 Sympathy Flowers 251 Preface Acknowledgments This book is designed to survey the area of retail floriculture and A great number of individuals have generously contributed to the make a current statement of the industry. The subject matter preparation of this book. The initial research to determine the need includes an interesting blend of art, science and business. Time for a new retail floriculture manual was done by Mr. James Scott, tested principles of flower arranging are explained and applied in now an area supervisor with the Ohio Department of Education. A exercises that will enable the beginning designer to comprehend statewide advisory corrmittee was appointed to provide input for the them. Identification of floral material and supplies commonly found project. Thanks is extended to the following committee members for in flower shops is clearly made with illustrations. Information on their suggestions, support and review of the final draft. care and handling as well as suggestions for selling flowers is treated with a straight-forward approach that can be understood by those Dr. Gary Anderson, OSU/ATI, Wooster preparing for a career in flower shops. Mr. Jim Bliek, Westerville South HS, Westerville Mr. Gene Houser, Eastland JVS, Groveport This book can be used in many ways and at different levels as Ms. Arlene Mercer, Natural Accents Florist, Marysville individual situations require. A great deal of knowledge can be Mr. Bob Niemeyer, Apollo JVS, Lima gained from the wealth of illustrations. For students pursuing an Mr. James Scott, State Department of Education, Columbus individualized study, clear directions starting at the ground level will Mr. Dennis Waldman, Plain Local HS, North Canton allow them to build a working knowledge of retail floriculture. In the Ms. Karen Wellbaum, Montgomery County JVS, Clayton classroom the ideas can be reinforced, demonstrated and expanded upon by the instructor. For a former student of the subject or a flower The two-year project of preparing the book for publication was shop employee needing a review, the book will serve as a vat able supervised by Dr. Roger Roediger, Director, Ohio Agricultural refresher tool and reference. Education Curriculum Materials Service, The Ohio State University. Editing and layout was done by Muriel N. King, whose scholarly The book is intended to be motivatinnal while presenting a attention to detail and willingness to venture into the realm of realistic picture of arranging and selling flowers and plants. graphic design resulted in this creative and exciting presentation. Suggested activities are located in each chapter to provide hands-on Special thanks to my wife, Cheryl Anderson, who spent countless exercises that will provide the experience and practice necessary to hours helping to write and type the original manuscript. She also master the concepts presented. It is hoped that all readers will be shared her artistic talent in rendering all the drawing6 included in challenged to put forth a dedicated effort to expand their knowledge, this book. Color Plate I-1 and the cover design were done by Ail the express their creativity, strive for perfection, and develop an King's Men. appreciation for the many ways flowers can be enjoyed. Appreciation is extended to all individuals, organizations and Gary A. Anderson businesses who in any way contributed to the arrangements, settings and photography involved. A wide variety of styles is presented ranging from very traditional to contemporary so that the reader will gain an appreciation of the diversity of the art. I have tried to take the student into the work room, the office and the sales area of a retail flower shop. Some arrangements are shown as they would be used in the home and public places. Hopefully a total picture is created which captures the scope of the retail floriculture industry and entices interested individuals to pursue this rewarding career opportunity. Nearly all the pictures in this book were taken during the Marie Ackerman, AIFD Oklahoma Cit, OK preparation of the manuscript with the purpose of illustrating the Allen Beck, AIFD Newport Beach, CA major points being presented. A number of opportunities for Jim Bliek Columbus, OH photographing the work of outstanding