10 Principles of Floral Design Floral designers need to be profi cient at producing everyday designs, Figure 1-8. In addition to being creative, they should have knowledge and understanding of fl oral materials and of the fl oral shapes, designs, and styles suitable for a variety of applications. Designers also require a basic understanding of techniques for using living plants, fresh fl owers, artifi cial fl owers, and dried materials. The skill set for a designer includes the ability to create designs using an assortment of materials and mechanics. Designers may use containers made of glass, ceramic, plastic, and wood. Knowledge about a large variety of mechanics, such as the gauges of wires, tape varieties, fl oral foams, glues, and adhesives, is crucial. They need a complete understanding of how to use these materials and how to choose the best materials for the design and the container. For example, wiring gauges and techniques vary among the types of fl owers used in corsages and bridal bouquets. Importantly, a designer needs to know how to apply the appropriate construction materials to maximize water sources for fl ower longevity. Knowing how to work with fl oral accessories such as decorative wires and ribbon is also useful. The balance of good design with the best mechanics is critical. Salesperson Friendly employees with good customer relation skills are prime candidates for sales positions in the retail fl ower shop, Figure 1-9. Florists deal in the expression of sentiment. Therefore, employees who can understand what a customer wishes to express through fl owers can sell the customer the right type of design. A salesperson requires the ability to be a good listener in order to understand the specifi c needs of a customer. With knowledge of the company’s products and services, the salesperson can recommend the appropriate product to meet each customer’s need. To do this successfully, a salesperson requires a thorough understanding of the fl oral materials being used. Salespeople who can blend their knowledge of fl oral materials with exceptional customer service can strengthen the business by growing and keeping a strong customer base. At times, it may be necessary for a salesperson to deal with disgruntled customers who are unhappy with the service or product they received. Effective salespeople have empathy for the customer and know store policies on how to resolve this type of situation. Verbal skills compassionately and effectively applied are key. Kzenon/Shutterstock.com Figure 1-9. A good salesperson greets customers with a smile and pleasant attitude. Photographee.eu/Shutterstock.com Figure 1-8. Floral designers use plants, live or artifi cial fl owers, containers, wires, and other supplies to create arrangements for special occasions or for everyday use. Copyright Goodheart-Willcox Co., Inc.