Start your career in floral design with the 3rd Edition of THE ART OF FLORAL DESIGN! Newly-expanded and updated, the book introduces you to the full range of floral design techniques, from basic to advanced, with vivid photographs, colorful illustrations, and easy-to-understand descriptions. THE ART OF FLORAL DESIGN, 3rd Edition balances theory with practice, covering the history of design, artistic elements, floral anatomy, and nomenclature, along with techniques, tools, and specialties. Much more than a design book, THE ART OF FLORAL DESIGN, 3rd Edition prepares you for the real business world with discussions on distribution, marketing, advertising, and the other industry-specific issues you need to know for success in the field.

Introduction. 1. Harvest and Distribution. 2. Flower Retailing. 3. Careers and Continuing Education. 4. Nomenclature. 5. Postharvest Physiology. 6. Care and Handling. 7. Design, Style, Harmony, and Unity. 8. Color. 9. Balance, Proportion and Scale. 10. Focal Point and Rhythm. 11. Line, Form, Space and Depth. 12. Texture and Fragrance. 13. Tools, Containers, and the Mechanics of Arrangement. 14. Flower and Foliage Forms. 15. Shapes of Floral Arrangements. 16. Special Occasion and Holidays. 17. Flowers to Wear. 18. Everlasting Designs. 19. A History of Floral Design. 20. Oriental Style of Design. 21. Contemporary Style and Technique. 22. Wedding Flowers. 23. Sympathy Flowers. 24. Flowers. 25. Foliages. Glossary. Bibliography. Index.