Table of Contents

1. Color Theory
2. Design Principles
3. Botanical Theory
4. Seasonality and Availability
5. Scent Theory
6. Symbolism and Cultural Theory
7. Form and Structure Theory
8. Sustainability Theory
9. Psychology of Flowers
10. Commercial Floristry Theory

1. Color Theory

Color theory is fundamental in floral design and helps guide choices for harmony, contrast, and mood in arrangements.

Core Concepts:

• Color Wheel: Includes primary (red, yellow, blue), secondary (green, orange, purple), and tertiary colors.
• Color Schemes:
  • Monochromatic: Different shades and tints of the same color.
  • Analogous: Colors next to each other on the wheel.
  • Complementary: Opposite colors on the wheel (e.g., purple and yellow).
  • Triadic: Three colors evenly spaced around the color wheel.
• Warm vs. Cool Colors: Warm colors evoke energy and excitement, while cool colors suggest calm and tranquility.

Practical Application:

• Use warm colors for festive, energetic themes.
• Use cool colors for sympathy, spa, or serene environments.
• Balance intense hues with neutral tones for elegance.

2. Design Principles

Floral arrangements are guided by universal design principles to ensure visual appeal and structural integrity.

Key Principles:

• Balance: Visual equilibrium; can be symmetrical or asymmetrical.
• Proportion: Relationship between the size of flowers, container, and the overall composition.
• Scale: Suitability of the arrangement’s size to its setting.
• Rhythm: Repetition or progression to guide the viewer’s eye.
• Emphasis: Establishing a focal point.
• Harmony and Unity: Integration of elements to create a cohesive design.

Techniques:

• Use contrasting textures and shapes to enhance rhythm and focal areas.
• Ensure flower size matches the container for proportion and stability.

3. Botanical Theory

Understanding plant biology is crucial for selecting and caring for flowers correctly.

Topics Covered:

• Taxonomy: Scientific classification and naming.
• Anatomy: Parts of a flower (petals, sepals, stamens, pistils).
• Growth Habits: Including upright, trailing, and spreading behaviors.
• Plant Physiology: Processes like photosynthesis, respiration, and transpiration.
• Post-Harvest Care: Water uptake, ethylene sensitivity, and hydration methods.

Key Practices:

• Use proper cutting techniques to maximize water absorption.
• Store flowers in optimal temperature and humidity conditions.

4. Seasonality and Availability

Awareness of seasonality helps florists manage cost, availability, and freshness.

Seasonal Categories:

• Spring: Tulips, daffodils, hyacinths.
• Summer: Peonies, zinnias, sunflowers.
• Autumn: Chrysanthemums, asters, dahlias.
• Winter: Amaryllis, hellebores, evergreens.

Considerations:

• Local vs. imported sourcing.
• Greenhouse vs. open-field cultivation.
• Planning for events based on bloom peak and shelf life.

5. Scent Theory

Scent affects perception, mood, and client satisfaction. It can be subtle or dominant depending on the floral mix.

Guidelines:

• Balance scented and non-scented flowers.
• Use fragrant flowers sparingly in enclosed or dining areas.
• Account for fragrance allergies or sensitivities.

Common fragrant flowers: roses, stock, freesia, jasmine, lily of the valley.

6. Symbolism and Cultural Theory

Flowers carry meaning that varies by culture and context. A skilled florist understands and applies these meanings thoughtfully.

Western Flower Symbolism:

• Red Roses: Passion and romantic love.
• White Lilies: Purity and remembrance.
• Yellow Roses: Friendship and joy.
• Chrysanthemums: Positivity in the U.S.; mourning in Europe and Asia.

文化敏感性：

• White often symbolizes death in East Asia.
• Odd vs. even numbers of flowers carry cultural meanings (e.g., even numbers are often avoided in Russian culture).
• Religious and regional flower taboos should be researched for events.

7. Form and Structure Theory

Understanding form helps florists create arrangements with balance, variety, and interest.

Flower Types:

• Line Flowers: Define shape (e.g., snapdragons, delphiniums).
• Mass Flowers: Provide bulk and weight (e.g., roses, carnations).
• Form Flowers: Unique shapes for focal interest (e.g., orchids, calla lilies).
• Filler Flowers: Add texture and background (e.g., baby’s breath, wax flower).

Arrangement Types:

• Vertical: Tall, formal arrangements.
• Horizontal: Low, table-friendly designs.
• Round: Symmetrical, popular for weddings and gifts.
• Cascade: Trailing bridal bouquets or dramatic centerpieces.

8. Sustainability Theory

Sustainable floristry practices are increasingly in demand and environmentally necessary.

Key Areas:

• Local and Seasonal Sourcing: Reduces carbon footprint.
• Eco-Friendly Materials: Reusable mechanics, biodegradable wraps, and foam-free designs.
• Waste Management: Composting floral waste, reducing plastic.
• Ethical Sourcing: Supporting fair-trade certified farms and labor practices.

Certifications:

• Rainforest Alliance
• Fair Trade
• Florverde Sustainable Flowers

9. Psychology of Flowers

Flowers influence emotions and behavior. Their colors, forms, and fragrances impact how people feel.

Color Psychology:

• Blue: Calming and peaceful.
• Red: Passion and excitement.
• Yellow: Cheerfulness and optimism.
• White: Cleanliness, peace, and purity.

Application:

• Match arrangement style to the occasion’s emotional tone.
• Use colors and shapes to provoke specific reactions or memories.

10. Commercial Floristry Theory

Floral business success relies on operational, financial, and marketing strategies.

Key Business Concepts:

• Pricing Models: Calculating cost of goods sold (COGS), markups, and labor.
• Inventory Management: Tracking perishables and restocking efficiently.
• Customer Service: Customization, consultation, and responsiveness.
• Event Logistics: Planning, transport, installation, and teardown.
• Branding and Marketing: Visual identity, social media, seasonal promotions.
• Trend Forecasting: Keeping up with floral, fashion, and interior design trends.

Tools:

• POS systems
• CRM software
• Design portfolios for client meetings

Floral design is an intricate blend of artistry, science, and business. Mastering these flower theories equips florists to create meaningful, beautiful, and marketable arrangements across any setting or culture. Whether working in weddings, retail shops, events, or installations, these foundational concepts are essential for excellence in floristry.