Floriculture: Designing & Merchandising

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