XIX. Hence then a general law, of singular importance in the present
day, a law of simple common sense,--not to decorate things belonging to
purposes of active and occupied life. Wherever you can rest, there
decorate; where rest is forbidden, so is beauty. You must not mix
ornament with business, any more than you may mix play. Work first, and
then rest. Work first and then gaze, but do not use golden ploughshares,
nor bind ledgers in enamel. Do not thrash with sculptured flails: nor
put bas-reliefs on millstones. What! it will be asked, are we in the
habit of doing so? Even so; always and everywhere. The most familiar
position of Greek mouldings is in these days on shop fronts. There is
not a tradesman's sign nor shelf nor counter in all the streets of all
our cities, which has not upon it ornaments which were invented to adorn
temples and beautify kings' palaces. There is not the smallest advantage
in them where they are. Absolutely valueless--utterly without the power
of giving pleasure, they only satiate the eye, and vulgarise their own
forms. Many of these are in themselves thoroughly good copies of fine
things, which things themselves we shall never, in consequence, enjoy
any more. Many a pretty beading and graceful bracket there is in wood or
stucco above our grocers' and cheese-mongers' and hosiers' shops: how it
is that the tradesmen cannot understand that custom is to be had only by
selling good tea and cheese and cloth, and that people come to them for
their honesty, and their readiness, and their right wares, and not
because they have Greek cornices over their windows, or their names in
large gilt letters on their house fronts? how pleasurable it would be to
have the power of going through the streets of London, pulling down
those brackets and friezes and large names, restoring to the tradesmen
the capital they had spent in architecture, and putting them on honest
and equal terms, each with his name in black letters over his door, not
shouted down the street from the upper stories, and each with a plain
wooden shop casement, with small panes in it that people would not think
of breaking in order to be sent to prison! How much better for them
would it be--how much happier, how much wiser, to put their trust upon
their own truth and industry, and not on the idiocy of their customers.
It is curious, and it says little for our national probity on the one
hand, or prudence on the other, to see the whole system of our street
decoration based on the idea that people must be baited to a shop as
moths are to a candle.
Public-domain text, read in full here on John Shaqi.
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