Exam 2 Flashcards
What are the types and locations of traditional flower retailers?
Professional, Full service flower shops-implies all employees are trained in flowers. Offers full service
“SPECIALTY FLOWER BUSINESSES”-“Targeting a particular need in the marketplace, a specialty flower business concentrates on a profitable aspect of floral design.
“LIMITED-SERVICE FLOWER STORES” -“In contrast to the full-service shop, the limited-service flower store is designed for customers who purchase lowers or gifts on impulse.
“FLOWER MERCHANDISERS”-Often called stem shops, bucket shops , or cash-and- carry shops , these floral operations are generally located in heavy-trafic areas.
Locations:
-“FREE-STANDING FLOWER SHOP A floral business in a single unit building is a free- standing flower shop.
- “STRIP-CENTER FLOWER SHOP A strip-center in a small shopping complex”
- Others: Shopping malls, business complexes, downtown locations
The majority of floral shops are considered what type of floral shop?
Full service
What are some of the common names for flower merchandisers?
Stem shops, bucket shops, cash-and-carry shops
What are hardwoods vs. perishables?
Hardgoods are the vases, containers, baskets, foam, wire, and ribbons while perishable are fresh flowers, potted plants, greenery, etc
What does wire service mean and where does that term come from?
In the early days of the floral industry, flower orders were transmitted using telegraph or wire transmission, now we use computers but the idea is the same. So basically a wire company helps flowers get across the country.
established primarily to facilitate order exchange and fulfillment between local florists and/or third-party sales agents of floral products.
Name the two original wire service companies that are still in business today
FTD-Florists Transworld Delivery Association and Teleflora
Besides the “cost of goods” what are the 3 other categories of expenses of a floral shop that must be remembered and included in determining the selling price of products?
Labor, operational expenses, profit margin
Describe a specialized or a freelance designer?
a knowledgeable and experienced person who designs floral arrangements for individual buyers
What is a trade association and what are the advantages to being a member?
An organized group set up by individuals, merchants, or business firms for the unified promotion of their common interests, is generally a non-profit corporation, a trade association assists the industry in educating its members and promoting the products and services in the community. provides education, marketing materials, business products, and publications at little of no cost to its members and helps promote positivity and awareness in the community
Know the following important trade organizations for retailers and what they emphasize: SAF and AIFD
Established in 1884, the Society of American Florists (SAF) is the only national trade association that represents all segments of the floral industry in the United States. has 10000 members. SAF provides many services, technologies, and products that help businesses become more successful and eficient. SAF offers marketing materials, business products, and publications at little or no cost to members
The American Institute of Floral Designers (AIFD) , established in 1965, is the premier organization that accredits floral design as a profession. The purpose of AIFD is to establish high standards in professional floral design. Membership in AIFD is stringent, often requiring several years to achieve.
How do the concepts of harmony and unity differ in floral design?
Harmony-“the parts are more important than the whole.”
Unity-“the whole is more important than the parts”
What are style, composition, and design?
Style- the distinct theme or expression of the design, it can relate to the time period, the occasion, or the purpose-can ask self, what mood am I going for? to help determine style
Composition-basically the arrangement
Design- a planned organization of elements to suit a specific purpose
Generally, what 3 parts make up the design process?
Thinking, observing, and practicing
How do flowers, foliage, containers, accessories, and placement relate to harmony and unity?
The designer must select things that go together and are harmonious so that the design flows, size, colors, textures, lines, and forms must be considered.
Name some man-made accessories and also some from nature.
Manmade-bows, ribbons, candles, signs, plush toys
Natural-Pinecones, feathers, weeds, sticks, bamboo, berries, fruits, vegetables
Manufactured and natural- “mosses, rocks, gravel, sand, seashells, and beads.”
What are some ways unity may be expressed?
proximity, repetition, and transition
What is a Mille de flour design?
Incorporates many diverse flower varieties and colors into one composition yet somehow blends together to make a unified whole, means thousands of flowers
What is the simplest way to achieve unity when using repetition?
Repetition of the same color in the design
Color is a property of what? How can colors change?
-light; colors can change according to their juxtaposition and surroundings, light
What are the properties of color?
hue (gives it its name), value (lightness or darkness), intensity (concentration of color)
Be familiar with the basic color wheel.
“The basic color wheel of twelve hues can be divided into three categories.
What are the foundation colors?
red, yellow, and blue- primary colors which all the other colors are created from
Name the primary, secondary, and tertiary colors.
primary-red yellow and blue
secondary-combinations of 2 primary colors
tertiary-created by mixing a primary with an adjacent secondary color on the wheel(red orange)
What is the difference between shade and tint?
shade is adding black to a color(darkens it), tint is done by adding white(lightens it)
What are the characteristics of cool and warm colors?
warm colors-red, orange, yellow: they tend to dominate the arrangement, termed warm because of their association with warm and hot things (sun, fire), active and cheery and evoke warm and happy feelings
cool colors-blue, green, violet: their association with cool things, restful, peaceful and soothing effects, are associated with quiet melancholy feelings and considered “less friendly”, tend to recede and move away from the viewer, appearing smaller, can’t be seen super far away
Know about individual colors in floral design and the pros & cons to each color in floral arrangements.
White: lots of them, blend easy, makes things lively and clean, useful neutral adds brightness and contrast, portrays elegance and sophistication
Red:lively and stimulating, embodies strength and dominance, because of its bold and dramatic characteristics it needs to be used carefully, red can tend to make things look overcrowded, intensifies with green
Pink: good for combining with other colors, a delicate pink portrays romance and femininity, intensity and value levels greatly vary
Orange: stimulating like red, but not as demanding, compels attention and adds brightness, generally intense orange is only used for halloween and autumn
yellow: vibrant, highly visible, reflects light, suggests cheerfulness and sunshine, is viewed as a friendly color and dispels gloom, adding small amounts can perk up the design, combine with purple for springtime look
Green: provides a natural background, cool color that is generally soothing and relaxing, green containers are the most used because they don’t attract attention, although green flowers are available and popular they not as abundant as other colors of flowers.”
Blue: peaceful, quiet, and cool, varies greatly under different lighting, they recede and fade into the background when viewed from a distance, be careful- can have a depressing psychological effect
Purple: a rich dramatic hue, can be cool or warm depending on many factors including lighting, background, juxtaposition with other colors and the percentage of red and blue that make it up
Black: pure blacks do not appear in nature, but other very dark flowers appear black, black adds depth, is a versatile neutral and increase color value making other flowers look darker and richer, black containers make flowers stand out and pop
How does color help achieve balance, depth, focal point, rhythm, harmony, and unity?
balance-arranging colors helps balance, darker near the rim, lighter bunched together
depth-mixing warm and cool causes the warm colors to come forward more while the cool recede into the background this adds visual excitement
focal point-color is the element that demands attention, bright and intense colors attract the eye as well as dark heavy colors, warm colors attract over cool colors, can create focal point by simply contrasting the colors
rhythm-the use of similar colors throughout creates visual movement and rhythm in a design
harmony- repetition
unity-repetition
What are related and contrasting color schemes?
Related-based on a common hue (achromatic, monochromatic, analogous)
Contrasting (complelmantery, split complimentary, triadic)are from various distances on the color wheel and are exciting various colors.
Discordant color schemes: uses 4 or more generally unrelated colors that are widely separated on the wheel (double complement, alternate-complement, tetrad, polychromatic)
Which “colors” are considered neutral, and can be added to floral arrangements or color schemes without changing the name of the scheme?
White black and gray
What is physical or mechanical balance?
physical-Tangible stability and actual weight equilibrium of all the physical parts of a design
What are the types of visual balance?
Symmetrical Balance: Same on both sides
Asymmetrical balance: is a more complex effort. unequal on both sides
Radial balance: Spirals comes out of one point
Open balance: lots of open areas and negative spaces, follows no rules
Describe the golden rectangle, golden mean, and golden section?
“Another proportion discovery is called the golden section, involving the division of a form or line.” The smaller section in comparision to the large section is the same as the larger section compared to the whole container to flowers flowers to whole
Golden rectangle ratio 2,3,5,8, 13, 21 for example if the vase is 3 tall then the flowers should be 5 tall
Golden mean- division somewhere between ½ and 1/3 example of the bow on the wrapped bouquet
How do flowers, foliages, accessories, container, an surroundings relate to scale and proportion?
Container- its size and shape determines the design, if it is huge you don’t want to use little delicate flowers, if its small you aren’t going to use giant flowers
Flowers- you can’t use giant and tiny flowers because they big ones will overshadow the small ones, flowers need to be scale to each other to look good, extreme size differences can be distracting
Foliage-also needs to be scaled to the flowers, and the foliage sot each other, can be distracting if not
Surroundings-scale is dependent on location, it needs to be proportionate to the surrounding and viewing distance (not going to use a tiny thing for an auditorium)
What makes a flower or design element become a focal point?
Center of interest, calls attention
Where is a focal point located in a traditional arrangement?
low in the design, near the container rim
What are various ways to create a focal point?
Isolation, contrast, location, accents, contrasting texture, contrast in size, interesting flower shapes, spacing
