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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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