Floriculture: Designing & Merchandising

Description

Master the basics of constructing floral arrangements and explore your creativity with this engaging, reader-friendly text. FLORICULTURE: DESIGNING AND MERCHANDISING, Fourth Edition, provides a comprehensive introduction to the floral design industry and includes step-by-step instructions--complete with high-quality images and detailed material lists--for a wide range of floral design projects. Projects are built around low-cost materials to help you avoid breaking the budget, but the author also offers insights related to alternate materials you�re likely to find in a typical floral shop today. Title Page Copyright page Contents Preface Acknowledgments Section 1: An Introductionto the Floriculture Industry Unit 1: Exploring Careers in the Retail Flower Business Introduction Types of Flowers Shops Full-Service Shop Specialty Shop Carriage Trade Shop Stem Shop Studio Operation Franchise Shop Mass-Market Shop Wholesale Florist Job Opportunities In The Retail flower Shop Managerial and Supervisory: Owner or Manager Technical: Designer Technical: Designer’s Assistant Service Worker: Salesperson Service Worker: Office Worker Service Worker: Delivery Person Training For A Job In The Retail flower Shop Locating Job Opportunities Employability Portfolio Letter of Introduction Table of Contents Letter of Application Job Application Form Résumé Letter of Recommendation Follow-Up Call Or Email The Interview After the Interview Summary Review Questions Student Activities Unit 2: The History of Floral Design Introduction Classical Period Egyptian Period (2800–28 bc) Greek Period (600–46 bc) Roman Period (28 bc–ad 325) Byzantine Period (ad 320–600) European Periods of Floral Design Middle Ages (ad 476–1400) Renaissance (ad 1400–1600) Baroque Period (ad 1600–1775) Dutch-Flemish Period (ad 1600–1750) French Period (ad 1600–1814) English-Georgian Period (ad 1714–1760) Victorian Period (ad 1820–1901) American Periodsof Floral Design Early American Period (ad 1620–1720) Colonial Williamsburg Period (ad 1714–1780) American Federal Period (ad 1780–1820) Twentieth-Century American Flower Arrangements Oriental Flower Arranging SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Section 2: Getting Started: The Basics of Design Unit 3: Principles of Design Introduction Design Principles Balance Proportion and Scale Focal Point Emphasis Rhythm Harmony Unity Design Elements Line Form Texture Color SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 4: Selection of Cut Flowers and Greens Introduction Flower And Foliageclassification Line Flowers Mass Flowers Filler Flowers Form Flowers SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 5: Conditioning and Storing Cut Flowers and Greens Introduction Common Reasons For Early flower Deterioration Low Water Absorption Loss of Water Loss of Food Disease Ethylene Gas Water Quality Conditioning Flowers Antitranspirants SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 6: Mechanics and Supplies Used in Floral Design Introduction containers Texture Shape Size Color Floral Foam Adhesive Materials Cutting Tools Picks SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 7: Selecting Wire and Wiring Flowers Inrtoduction Selecting Wires Sizes And Uses Of Wire Methods Of Wiring Flowers Floral Taping SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 8: Selecting Ribbons and Tying Bows Introduction Selecting Ribbons Ribbon Sizes Tying A Bow SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Section 3: Basic Arrangements Unit 9: Boutonnieres and Corsages Introduction Boutonnieres Corsages Corsage Design Net Tufts Football Mum Corsages Designing Corsages Using floral Adhesive And Hot Glue SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 10: Bud Vases Introduction Selecting Flowers For Bud Vases Foliage For Bud Vases Accessories Designing Bud Vases SUMMARY REVIEW QUESTIONS STUDENT ACTIVITES Unit 11: Circular Arrangements Introduction The Circular Mound Design The Conical Design The Oval Arrangement The Fan Arrangement SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 12: Triangular Arrangements Introduction The Equilateral Triangle The Isosceles Triangle Centerpiece Designs The Asymmetrical Triangle The Scalene Triangle The Right Triangle SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 13: Line Arrangements Introduction Inverted-T Arrangement L-Pattern Arrangement The Vertical Arrangement Crescent Arrangements The Hogarth Curvearrangement Contemporary Freestyle Arrangements SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Section 4: Specialty Arrangements Unit 14: Constructing Wreaths Introduction Evergreen Wreath Permanent Evergreen Wreaths Eucalyptus Wreath SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 15: Holiday Arrangements Introduction Valentine’s Day Easter Mother’s Day High School Proms Thanksgiving Christmas Topiaries Minor Holidays Holiday Balloons Equipment Inflating Balloons SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 16: Wedding Flowers Introduction Bridal Consultations The Wedding Order Form Bridal And Attendant Bouquets Arm Bouquets Hand-Tied Bouquets Colonial Nosegay in a Bouquet Holder Cascading Bouquets Corsages And Boutonnieres Ceremonial Decorations The Entry and Vestibule Aisles and Pews The Altar Reception Decorations Serving Tables The Cake Table Groom’s Cake Table Punch and Champagne Tables Additional Reception Hall Decorations Rehearsal Dinner Delivery Of The Wedding Flowers SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 17: Sympathy Flowers Introduction Basic Sympathy Designs Casket Sprays Sprays Wreaths Baskets Other Floral Designs SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 18: Drying Flowers Introduction Hanging Method Desiccant-Drying Fine Sand and Borax Cornmeal and Borax Kitty Litter Silica Gel Microwave Drying Glycerin Bleaching And Dyeing SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 19: Arranging Permanent Flowers Introduction Silk Flowers Paper Flowers Dried And Preserved Flowers Freeze-Dried Flowers Identifying Dried And Preserved Flowers Mechanics For Permanent Flowers Contemporary Arrangements SUMMARY REVIEW QUESTIONS STUDENT ACTIVITES Section 5: Indoor Plants Unit 20: Selecting Indoor Plants Introduction Plant Names Light Requirements Watering Fertilization Permanent Or Temporary Plants Identifying Potted Plants SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 21: Decorating Potted Plants Introduction Poly Foil Preformed Pot Covers Jardinieres Decorating Dish Gardens Care Of Potted Plantsin The Shop Light Watering Temperatures SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Section 6: Business Operations and Professional Development Unit 22: Pricing Strategies Introduction Determining The Unit Cost Of Goods Standard Ratio Markup Pricing Retail Cost Of Goods Plus Labor Divisional Percentagepricing Method Leader Pricing SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 23: Selling in the Flower Shop Introduction Characteristics Of A Professional Salesperson A Friendly, Helpful Attitude Thorough Product Knowledge Effective Selling Skills Selling By Telephone The Telephone Sales Presentation Sending Flowers By Wire Benefits of a Wire Service Using a Wire Service Selling Over The Internet SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 24: Displays Introduction Primary Purposes Of Displays Attract Attention Arouse Interest Create Desire Initiate Buying Secondary Purposes Artistic Display Categories Of Display Theme Displays Product-Oriented Displays Designing Display Arrangements Repetition Arrangement Step Arrangement Zigzag Arrangement Pyramid Arrangement Radiation Arrangement SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 25: Delivery Introduction The Delivery Person Training The Delivery Vehicle Delivery Categories And Charges Processing An Order For Delivery Loading The Delivery Vehicle Making The Delivery Delivery Pools SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES Unit 26: Professional Organizations Introdcution Trade Organizations SAF (Society of American Florists) AAF (American Academy of Floriculture) AIFD (American Institute of Floral Designers) AFMC (American Floral Marketing Council) PFCI (Professional Floral Communicators–International) Allied Florists’ Associations State Florist Associations Wholesalers’ Open Houses and Design Schools Trade Publications Student Organizations Certification Programs SUMMARY REVIEW QUESTIONS STUDENT ACTIVITIES APPENDIX A: Cut Flowers APPENDIX B: Cut Foliages APPENDIX C: Dried Materials APPENDIX D: Foliage Houseplants APPENDIX E: Permanent Flowering Potted Plants APPENDIX F: Temporary Flowering Potted Plants APPENDIX G: Flower Arrangement Rating Scale APPENDIX H: Supervised Agricultural Experience APPENDIX I: Floral Design-Related Websites Glossary/Glosario Index