Document B5LBjQN5GZe3zL7QDM17pRjvX

N13117 '(9^>ur&*u$ HE GLIDDEN COMPANY recognizes the essential service which Paint Dealers. Master Painters. Architects, and Interior Decorators render in originating and maintaining the standards of colorful sur roundings for which American homes, public buildings, offices, stores, restaurants, hotels, schools, etc., are noted. Without its painting and ais6tiii6iStSiit&&MStBi decorating craft. America would soon become a nation, drab, indeed . . . a nation without the blending harmony of colors so skillfully obtained through the artistry of Architects and Master Painters using quality paint . . . and furthermore, a Jiation of homes decaying because of inadequate paint protection. In fact, according to figures obtained from authoritative sources, 75 out of every 100 homes in this country need painting today. These millions of homes are without proper protection against the constant attack of the elements with the result that the loss through decay, annually runs into huge sums--this loss through decay actually exceeding the loss by fire. Considering the importance, then, of good paints, varnishes, lacquers and enamels to American homes, it is the desire of The (Hidden Company to cooperate with you in every way to help you provide home owners icith the utmost in beautiful, harmoniously decorated homes . . . to help you acquire a greater technical knowledge of materials and their correct use, from both a standpoint of artistry and of preservation of surfaces. With that objective in mind. The Glidden Company dedicates this ''Age of Color"' authority to the Paint Dealers, Master Painters, Architects, and Interior Decorators of the nation in order that they may continue to render a service worthy of appreciation in every community. Coprrichl 193f, bv Thr CiliHri-n Companv GLD31894 AITIIENTH COLOIt HAll.MOW Page Reactions to Color (Men, Women. Children) , ................................. . 3 Light is Color........................................................................................................ 4 The Five Principal Hues.............................................................................. ...... .5 The Five Intermediate Hues....................................................................................................6 Complementary Colors.............................................. .... 7 Circle of Hues . . . Value . . . Chroma........................................................................ 8 Suggestions for Selecting Color Schemes........................................................... 9 Applying Color Harmony in the Home in Influence of Exterior Light on Interior Colors 11 MOOF.ltX WIMIOtV DRAPERIES........................................................................13 COLOIt Fl'XRAMEXTALS FOlt IXTEHIOR HECOHAT1XG u COLOII FOlt HOME EXTERIORS Community Color Treatment................................................................. 14-15 Dutch Colonial ... 16-17 Shingle Cottage.................................................................................................. 18-19 Spanish Stucco and Southern Colonial 30-31 Early American or Cape Cod............................................................................................33-23 Brick Homes of English and French Design................................................................. 24-25 Modem Homes............................................................................................ 26 Summer Cottages, Boats, etc. . 27 Suburban Home . 28 Garages and Tourists' Camps................................. 29 Porches, Lawn Furniture....................................... 30 Farm Buildings and Equipment...........................................................................................31 PAIXT FAILIHES TO Ol'Altll AI.AIXST 32 COLOR FOlt HOME INTERIORS Flow of Color through the Home........................................................... .33 Halls and Entrances . . .. .. 34-35 Living Rooms ... 36-37 Dining Rooms ,~ 38-39 Kitchens 40-41 Bedrooms.......................... 42-43 Bathrooms................................. .. 44-45 Breakfast Room, Sun Parlor.............................................. 46-47 Nursery, Sleeping Porch..................................................... 48-49 Recreation Room, Den, Basement. Attic........................................................................50-51 Furniture, Small Objects..............................................................................................................52 APARTMENTS.............................................. 53 WALL SITKFACE TREATMENTS.............................................. 54-55 FLOOR PAINTING Sl'GGESTIOXS 56 SCHOOLS Effect of Color on Student Welfare.................................................... .57 Class Room Treatment.............................................................................................................. 58 Gymnasiums. Showers, Locker Rooms................................................................ 59 Light Reflection Values of Paint Colors .... 59 Reading Rooms. Dormitories................................. 60 PAINTING FOlt HETTEH LIGHT.................................................... 61 COLOR CO.MRIXATIOXS FOlt SIGNS 61 SCHOOL EXEIT'TIVE OFFM ES 62 IIOTE1.S............................................................................................................................................... 63 HOSIHTAI..S.............................................................................. 64 RT SIXESS OFFICES................................................................. 65 STORES.............................................................................................................................................. 66 GL1UHEX It ESOITICES AXO lAIXT I'ltOIII CTS 67 88 GLD31B95 Wherever you look today you see color . . . not the conservative, drab colors of yesterday, but brilliant hues in a wide range of color combinations that have been applied to everything from skyscrapers to kitchen utensils. There never was a time in the history of this country when color meant so much to the social and industrial interests of the nation. In fact, the appeal of color has become important to the public, not only in home decoration, but also in the merchandise which it buys. This wave of universal interest in color has had a marked psychological effect on the people. It is only natural that color should find its climax in the home . . . with Paint Dealers, Master Painters. Architects and Interior Decorators being the logical counselors in the selection of color schemes that produce the pleasing harmony so much in demand. The public realizes that understanding., talent and ex perience are essential to the proper selection of artistic and harmonious colors, particularly when brilliant or unusual hues are used. So important has color become that an intensive study has been made to determine the reactions of men. women and children of various ages to color. Because these reactions vary, the age and the class of people requesting advice on color should be considered before color schemes are selected and recommended. RE ACTIONS TO COL OR WOMEN r II1I.IIHEN Chari I . . Men Preference The reactions of men to various colors differ considerably from the reactions of women to the same colors. As shown in the chart above, men prefer blue as their first choice in about 45% of all instances, with red and purple about equal in prefer ence, each being selected in about 22 % of the tests. Green, yellow and orange follow in preference, with about i% each. Black is used to represent the preference for the balance of the colors, which amounts to about 3%. This preference applies to color generally and does not apply to any par ticular object, clothing or home decora tion. Men for the most part like cool colors much more than the warm colors. In the delicate colors, men prefer light blue. Chart .*1 . . Women Preference Women prefer red as their, first choice in about 42% of all instances, while purple, orange, green, blue, black (representing all other colors not listed) and yellow fol low in preference, in the order named. Exactly opposite to the preference of men, women strongly prefer the warm colors. In the delicate colors, women prefer tints in light pink, ranging down to light yellow. This difference in color preferences be tween men and women clearly indicates the importance in selecting color harmo nies, of taking into consideration the nor mal reactions to color of those who are to live in the rooms to be decorated. Chart !i.. Children Preference Children of school age indicate a prefer ence for blue over red. with yellow running a strong third, and green preferred over white. Black makes some appeal: however, the natural instinct, strong in children, leans toward the primary or brilliant colors, which, as a result, should be used most in the decorative scheme of rooms for chil dren. As children develop, their color ap preciation changes with a greater prefer ence for subdued or less gay colors. As they pass into middle and old age, their preference lessens for the brilliant colors and they become attracted to the sombre, more conservative and dignified hues of neutral tones. Chari 2 .. Men Prejudice The prejudice of men against certain colors is in somewhat the same ratio as their preference. Their strongest dislike is for yellow, orange and green, the warm colors; while a limited percentage of men show a prejudice to blue, red and purple. Chari 4 . .Women Prejudice As a rule, women show a strong prejudice to the cool colors, particularly blues, greens, and purples, with only a mild dislike for the warm colors of red and yellow. Their principal prejudice is orange, the only warm color which they seem to dislike. II Chari . . Ilubiea Preference Babies can tell the difference between colors and almost invariably reach for red as their first choice, followed by blue: then white and green. This accounts for the bright colors used in painting toys and other objects for the very young. GLD31896 Doctors everywhere, in all cli mates, encourage the outdoor sleeping porch. In treating sleeping porches with color, the general decora tive scheme usually follows closely the treatments used for inside bedrooms. Color* should be used that do not rouse the brain to activity, but instead composethemind. Since sleeping porches are fre quently exposed to moisture and dust accumulations, they should be finished with such quality products as Glidden Endurance House Paint, Glid den Spar Varnish or Glidden Florenamel. Right: Ceiling and Blinds--Endur ance Paint Cream White. Walls--En durance Paint two parts White and one part Light Sage. Window Frame and Casing -- Endurance Paint White. Floors--Florenamel Mahogany. 48 * LITTLE U\ES.. PLAY Children will play . . . and the finishes in nurs eries or playrooms must be designed to "take it." Nursery floors, varnished with Glidden Floorette Varnish or enameled with Glidden Florenamel, will stand a lot of punishment with out marring. Walls painted with Glidden SpeedWall can quickly be cleaned of smudges and marks made by tiny hands. Nurseries should also be painted in colors that keep small children cheerful and contented. Babies show a greater desire for red objects than for blue ones. As infants emerge from babyhood to childhood, this preference re verses itself and blue holds first place. There fore, an orchid color, which appears in the circle of hues between red and blue, is an excellent color for the walls of a nursery hr playrooms, especially when supplemented by bright colored objects in red and blue. heft: Ceiling -- Glidden Speed-Wall SemiGloss half White and half Orchid. Upper Wall --Glidden Speed-Wall Semi -Gloss Light Orchid. Lower Wall--Glidden Speed-Wall Semi-Gloss Orchid. Floors--Natural Wood, Glidden Floorette Varnish. Blinds -- Glidden SpeedWall Semi-Gloss Delicate Green. Woodwork --Ripolin Q.D. Enamel Tea Rose. GLD31897 BRIGHT COLORS ,,,,,, UJRSHRBL In nurseries or playrooms for children, color can be used in abundance . . . but only colors that can be easily washed. This is made important because of the matter of nor mal wear and tear in a nursery or playroom. Children are naturally active--and feet are constantly scuffing and scraping and pounding on floors, and often on furniture. The youngster, just learning to walk, seeks support on walls and furniture with pudgy, smudgy hands, leaving finger marks galore. Toys are banged against baseboards; floors are scuffed. Hands sticky with candy or cake or jam are placed on walls and floors. These are nursery problems which must be kept in mind when making color recommenda tions. Such walls and floors will need constant wash ing; yet it is desirable that they always be bright and cheerful ... all of which places a definite difficult burden on the paint that is used. Glidden Speed-Wall is an excellent paint for nursery walls. It will take a lot of punishment and will stand washing repeatedly without losing its fresh, smooth, satin-like finish. Ripolin and Jap-A-Lac enamels can stand a lot of pounding on woodwork. Florenamel and Floorette Varnish are highly recommended for nursery floors, being impervious to water and able to stand scuffing and banging without breaking their hard surfaced films. The science of child culture has gone to considerable length in the study of the influence of surroundings on infants and children. Specialists have found that design and color have a definite effect on children, favorable or unfavorable, up to the age of twelve years. Thus, the tiny infant, lying in its crib and gazing out with its undeveloped mentality sensitive to lights and shadows . .. maintains a cheerfulness where colors are bright. Yet, designs should be com paratively simple and should not excite In many homes the walls of nurseries or play rooms are brih tly decorated with ay pictures of boats, animals. Mother Gooae characters, etc. Color may be used in the nursery in abundance. the child's conscious or subconscious mental! Bright, cheerful colors are preferable, but the gene: color scheme must be harmonious. Gel Oat In the Open The purpose of a sleeping porch is, of course, to gi one the opportunity of sheltered sleep in the fres outdoors air. In recent years this method of arrangi: sleeping quarters has become widely popular, ai today many homes are equipped with such facilitic Usually the sleeping porch has windows, which may : closed during inclement weather; and usually, tho windows are also screened. In planning the decorative treatment for a sleepii porch, one should select colors which aid repose. At tl same time, because such facilities are considerab exposed to the elements, thought must be given to tl selection of paints that will withstand moisture, hea dust, etc. This is particularly true with sleepir porches which are protected only with canvas curtain or with shutters. And even where such sleeping roon are glass enclosed, casement sills and floors requii careful protection against weather exposure, becaus windows are open most of the time. Glidden Endurance Paint is well qualified to mee these requirements. Its film forms perfect weather prc tection, and is readily washable without injury to it smooth, hard finish. Glidden Porch and Deck Pain and Glidden Spar Varnish are other well-known ex teridr finishes that can "take it." 49. GLD31898 PAINTING ODDS SOD EnDS When painting, don't overlook the small objects around the home. Jap-A-Lac 4-Hour Enamel quickly transforms odd pieces into bright spots of color that produce a fresh note of cheerfulness in the home. Refrigerator Above: Glidden Jap-A-Lac Enamel White. Chair Upper Right: Jap-A-Lac Enamel Mandarin Red. Wagon at Right: Body--Jap-A-Lac En amel Red with Black trim. Wheels-- Jap-A-Lac Enamel Golden Yellow. Table at Right: Jap-A-Lac Enamel Jade with Light Ivory trim. Bookcase at Left: Outside--Jap-A-Lac Enamel Rich Blue. Inside--Jap-A-Lac Enamel Light Ivory. Box at Left: Jap-A-Lac Enamel Orchid with Lettuce Green trim. 52* Glidden J*p-A-Lac En amel leaves no brush marks . . . dries in 4 hoursto asmooth, hard, cashable, gloss finish. Since 1898 Jap*A-Lc Enamel* and Varnith Stain* have been fa mous for their fine quality. Jap-A-Lac Enamel quickly brings new life, new sparkle, to furniture, woodwork or wails. jap-A-Lac Varnish Stain stains and varnishes in one operation. GLD31899 fjaavvtiinen is mHxunum r edt hl s ... FROM PERMANENT TENANTS Apartment buildings pay dividends only when vacancies are held down to a minimum, particularly where taxes are high and rentals are low. Apartments that rent quickly and stay rented are the money-makers. Smart renting agents realize the appeal of the decorating scheme is just as im portant as the arrangement and size of rooms, exposure, etc., especially when apartments are shown unfurnished. Often apartments that are well located and seemingly suitable in size, layout and lighting, fail to hold tenants and are hard to rent. Many inspect them, but few rent them. The reason for these slow-renting apartments can usually be traced to an unsightly appearance of walls, woodwork and floors. Merely by using an intriguing decorating scheme--either pastel colors in delicate greens, blues, ivories, etc., or sharp contrasts of brighter colors that harmonize perfectly-- undesirable apartments can be made popular and in much demand. If the decorat ing scheme is planned right, small rooms may be made to look larger and lighter. It has also been found that apartment buildings located in isolated and slow rent ing localities, inconvenient to transportation, shopping centers, etc., can be kept free from vacancies if the decorative treatments of the apartments and the general upkeep of the apartment building are sufficiently inviting to compensate for the lack of other advantages. S3* Chart Showing Cnstomary F r* q e icy of Painting and Decorating in Maintaining APARTMENT BUILDINGS ITEMS TO BE PAINTED OR VARNISHED FRONT EXTERIOR TRIM FRONT DOORS VESTIBULE HALLS INSIDE STAIRS INDIVIDUAL APARTMENTS BACK STAIRS AND RAILS BACK DOORS BACK TRIM -RAIN SPOUTS SCREENS STORM SASH LAUNDRY STORAGE ROOMS BOILER ROOM CKMKNT FLOORS V--indicates once a year. V V--indicates twice a year. I Years In Which Work Should Be Done | I|a 3 4 3 ! ,! V VVV !v v 1 W VV V v V V i > V| 1 V1 V 1 VV1 VV 1 ' 1 v i vi 1 v; 1 V1 1 'i 1 v 1 V 1 V1 1 *I 1 v1 1 V1 1 V1 V VV VV V V , VV V*V VV NV VV VV VV vVV VV V V VV V The condition of floors in apartments is very im portant, especially to women--who make the final decision in selecting apartments. Where the var nish film is worn through or deep scratches have marred or broken the surface, or too many coats of varnish have been applied so that the surface has lost its smooth, transparent, mirror-like lustre, it is advisable to refinish the floors. Remove the old varnish by scraping or sanding, refill and then varnish with two coats of Glidden Spar or Floorette, both of which are made to withstand the severe treatment that floors are given by tenants. GLD31900 BST GLIDDEN QUALITY Since 1870, GLIDDEN Paints, Varnishes, Lacquers and Enamels have been known for their fine quality. NOW--that quality is doubly assured to paint buyers by the fact that all outstanding GLIDDEN Products carry the famous "TIME-TESTED" trademark, which is recog nized everywhere as absolute proof of dependable quality in Paints. Vv PAINTS VARNI5HES LACQUERS ENAMELS THE GLIDDEN COMPANY National Headquarters CLEVELAND, OHIO Factories and Branches in Principal Cities Throughout America GLC 31-9.0 2 PAOOUCtD ST MANZ COUP --CHJCASO--N! PLASTIC fINDINC COUP., V. S. PAT. MO. 7JZ SMCMMAN ST.. CHICA60 PSIMTED IM U. S. A.