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
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