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Page 60

THE MENTAL ATMOSPHERE
The "Cheap-John" Store

Is it only for greater security against fire and thieves? Is it not because of the confidence awakened in the depositors by this atmosphere of permanence and stability and vast resources?
Every store and office has an air of its own, and everything it offers, everything it does, is seen through this atmosphere. An acquaintance of mine wanted to buy a diamond. He had a friend who was a jeweler thoroughly honest and financially responsible. This jeweler offered him the kind of stone he wanted at a net trade price. But the jeweler's store was of the "cheap-John" variety. Its windows were full of cheap novelties. And my acquaintance paid a much higher price for his diamond at the palatial

Page 61

THE MENTAL ATMOSPHERE
Color Psychology in Business

and exclusive establishment across the way.
The psychology of color plays an important part in salesmanship, and even in the wider conduct of affairs. The appeal, or lack of appeal, of colors to human sympathy, is well worth your careful attention. Your store may be situated equally as well as that of your competitor, yet he may outsell you simply because he knows how to make his place attractive by color-groupings. The customer will prefer his store to yours and never know why.
If you are a salesman you should realize that it is unwise to let a customer view one after another of a number of pieces of goods of practically the same color. Civilization has brought

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