12 Principles of Floral Design Many different types of companies hire freelance fl oral designers. For example, wholesale fl orists seek freelance designers for educational programs. They hire highly skilled designers to show their customers—the retailers—how to use their products in current ways. A freelance designer may present programs or classes to teach applications of design and mechanics using plants, artifi cial or dried materials, and fresh products. Specialty gift companies and manufacturers also use freelance fl oral designers to promote their products. They set up temporary or permanent showrooms to exhibit product lines. A designer assists with merchandising, or displaying the company’s products in a pleasing and effective way to increase sales. Merchandising requires strong creative and visual display skills. The designer arranges and displays products to entice customers to buy them. Even some retail fl ower shops hire freelance designers to assist with production around holidays and at other times when a high order volume is expected. The freelance designer benefi ts the fl ower shop by providing “another pair of hands” to ease intensive workloads. To work in these varied environments, a freelance designer needs to be highly skilled in all aspects of fl oral design. The ability to work effi ciently and well under pressure to meet tight deadlines is a necessity. Having a positive personality and being fl exible enough to meet client demands are also critical for freelance designers. Specialty Florists As explained earlier in the chapter, specialty shops focus on one type or aspect of the fl oriculture industry. By concentrating on one area, they can offer extended services to meet the needs of their customers more fully. Event Florist Large commercial events require fl orists with the ability and equipment to assist with décor. Event fl orists, sometimes called studio fl orists, are designers who coordinate an overall look or design for clients based on a suggested theme. They work with catering companies, wedding planners, rental companies, and a variety of clients to achieve the desired effects. This includes owning or organizing the rental of large props and event items, such as tents, tables, chairs, pedestals, columns, and lighting and sound equipment. Event fl orists typically have a workspace, or studio, and are available to meet with clients by appointment. They may have storage facilities for event materials in or near their workspace. Event fl orists understand not only the art of fl oral design, but also the environmental settings needed for small and large venues. Their strong understanding of spatial relationships and scale helps them provide the most effective application of a thematic style to any event. Caterer Floral designers may also fi nd employment with a catering company. Some caterers include fl oral decorations for dinner tables, dessert tables, buffets, and even serving trays as accent décor, Figure 1-12. Like a good fl oral designer, a good caterer knows how to use the principles and elements of design to Pro Tip Keep a bottle of high- quality hand lotion in your tool kit. Using it will not only keep your hands from becoming dry and chapped, it will also make it easier to clean glue or paint from your hands. Copyright Goodheart-Willcox Co., Inc.