The Science Behind Mona Lisas Smile How Leonardo da Vinci engineered the worlds most famous painting Alvaro Tapia Hidalgo Walter Isaacson November 2017 Issue Culture Email Text Size eonardo da Vinci liked to think that he was as good at engineering as he was at painting and though this was not actually the case nobody was as good at engineering as he was at painting the basis for his creativity was an enthusiasm for interweaving diverse disciplines With a passion both playful and obsessive he pursued innovative studies of anatomy mechanics art music optics birds the heart flying machines geology and weaponry He wanted to know everything there was to know about everything that could be known By standing astride the intersection of the arts and the sciences he became historys most creative genius His science informed his art He studied human skulls making drawings of the bones and teeth and conveyed the skeletal agony of Saint Jerome in the Wilderness He explored the mathematics of optics showing how light rays enter the eye and produced magical illusions of changing visual perspectives in The Last Supper His greatest triumph of combining art science optics and illusion was the smile of the Mona Lisa which he started working on in 1503 and continued laboring over nearly until his death 16 years later He dissected human faces delineating the muscles that move the lips and combined that knowledge with the science of how the retina processes perceptions The result was a masterpiece that invites and responds to human interactions making Leonardo a pioneer of virtual reality The magic of the Mona Lisa s smile is that it seems to react to our gaze What is she thinking She smiles back mysteriously Look again Her smile seems to flicker We glance away and the enigmatic smile lingers in our minds as it does in the collective mind of humanity In no other painting are motion and emotion the paired touchstones of Leonardos art so intertwined The artist Giorgio Vasari a nearcontemporary told of how Leonardo kept Lisa del Giocondo the young wife of a Florentine silk merchant smiling during her portrait sessions While painting her portrait he employed people to play and sing for her and jesters to keep her merry to put an end to the melancholy that painters often succeed in giving to their portraits The result Vasari said was a smile so pleasing that it was more divine than human and he proclaimed that it was a product of superhuman skills that came directly from God The Tech Issue The Secrets of Googles Moonshot Factory Mayonnaise Disrupted Thats a typical Vasari cliché and its misleading The Mona Lisa s smile came not from some divine intervention Instead it was the product of years of painstaking and studied human effort involving applied science as well as artistic skill Using his technical and anatomical knowledge Leonardo generated the optical impressions that made possible this brilliant display of virtuosity In doing so he showed how the mostprofound examples of creativity come from embracing both the arts and the sciences Leonardos efforts to fashion the Mona Lisa s effects began with the preparation of the paintings wood panel On a thingrained plank cut from the center of a trunk of poplar he applied a primer coat of lead white rather than just a mix of chalk and pigment That undercoat he knew would be better at reflecting back the light that made it through his fine layers of translucent glazes and thereby would enhance the impression of depth luminosity and volume Some of the light that penetrates the layers of paint reaches the white undercoat and is reflected back through those same layers As a result our eyes see the interplay between the light rays that bounce off the colors on the surface and those that dance back from the depths of the painting This creates shifting and elusive subtleties The contours of Lisas cheeks and smile are created by soft transitions of tone that seem veiled by the glaze layers and they vary as the light in the room and the angle of our gaze change The painting comes alive Photograph Dennis Hallinan Alamy Like 15thcentury Netherlandish painters such as Jan van Eyck Leonardo used glazes that had a very small proportion of pigment mixed into the oil Leonardos distinctive approach was to apply the glaze in extraordinarily thin and tiny strokes and then very slowly over months and sometimes years apply additional layer upon thin layer This permitted him to create forms that looked threedimensional show subtle gradations in shadows and blur the borders of objects in a sfumato style His strokes were so light and layered that many individual brushstrokes are imperceptible For the shadows that form the contours of Lisas face and especially around her smile he pioneered the use of an ironandmanganese mix to create a pigment that was burnt umber in color The thickness of a brown glaze placed over the pink base of the Mona Lisa s cheek grades smoothly from just 25 micrometers to around thirty micrometers in the deepest shadow according to a Nature article about a recent study using Xrayfluorescence spectroscopy The strokes were applied in an intentionally irregular way that served to make the grain of the skin look more lifelike Video How Da Vinci Augmented Reality Leonardo da Vinci incorporated anatomy chemistry and optics into the artistic process During the years when he was perfecting Lisas smile Leonardo was spending his nights in the depths of the morgue at the Hospital of Santa Maria Nuova near his Florence studio peeling the skin off cadavers and studying the muscles and nerves underneath He became fascinated by how a smile begins to form and he analyzed every possible movement of each part of the face to determine the origin of every nerve that controlled each facial muscle Leonardo was especially interested in how the human brain and nervous system translate emotions into movements of the body In one drawing he showed the spinal cord sawed in half and delineated all the nerves that ran down to it from the brain The spinal cord is the source of the nerves that give voluntary movement to the limbs he wrote Of these nerves and related muscles the ones controlling the lips were the most important to Leonardo Dissecting them was exceedingly difficult because lip muscles are small and plentiful and attach deep in the skin The muscles which move the lips are more numerous in man than in any other animal he wrote One will always find as many muscles as there are positions of the lips and many more that serve to undo these positions Despite these difficulties Leonardo depicted the facial muscles and nerves with remarkable accuracy Leonardo tested in himself and in the cadaver how each muscle of the cheek could move the lips On one delightfully crammed anatomical sheet Figure 1 below Leonardo drew the muscles of two dissected arms and hands and he placed alongside them two partially dissected faces in profile The faces show the muscles that control the lips and other elements of expression In the one on the left Leonardo has removed part of the jawbone to expose the buccinator muscle which pulls back the angle of the mouth and flattens the cheek as a smile begins to form Here we can see revealed with masterful scalpel cuts and then pen strokes the actual mechanisms that transmit emotions into He labeled one of the muscles in the lefthand drawing H and called it the muscle of anger Another is labeled P and designated as the muscle of sadness or pain He showed how these muscles not only move the lips but also serve to move the eyebrows downward and together causing wrinkles Leonardo also describes pursuing the comparative anatomy he needed for a battle painting that he was planning he matched the anger on the faces of the humans to that on the faces of the horses After his note about representing the causes of motion of the human face he added And do this first for the horse that has large muscles Notice whether the muscle that raises the nostrils of the horse is the same as that which lies here in man Thus we discover another secret to Leonardos unique ability to paint a facial expression He is probably the Figure 1 Royal Collection Trust Her Majesty Queen Elizabeth II 2017 Leonardos excursions into comparative anatomy allowed him to delve deeper into the physiological mechanisms of humans as they smiled or grimaced Figure 2 below He focused on the role of various nerves in sending signals to the muscles and he asked a question that was central to his art Which of these are cranial nerves originating in the brain and which are spinal nerves His notes begin with a description of how to portray angry expressions Make the nostrils drawn up causing furrows in the side of the nose and the lips arched to disclose the upper teeth with the teeth parted in order to shriek lamentations he wrote He then began to explore other expressions In the topleft corner of another page he drew lips that were tightly pursed under which he wrote The maximum shortening of the mouth is equal to half its maximum extension and it is equal to the greatest width of the nostrils of the nose and to the He tested in himself and in the cadaver how each muscle of the cheek could move the lips and how the muscles of the lips can also pull the lateral muscles of the wall of the cheek The muscle shortening the lips is the same muscle forming the lower lip itself he wrote This led him to a discovery that any of us could make on our own but it is a testament to Leonardos keen power of observation that he noticed it when most of us dont Because we pucker our lips by contracting the muscle that forms the Mona Lisa it was worth noting Figure 2 Royal Collection Trust Her Majesty Queen Elizabeth II 2017 Other movements of the lips involve different muscles including those which bring the lips to a point others which spread them and others which curl them back others which straighten them out others which twist them transversely and others which return them to their first position He sketched headon and profile drawings of retracted lips with the skin still on then a row of lips with the skin layer peeled off This is the first known anatomical drawing of the human smile Floating above the grotesque grimaces on the top of the page in Figure 2 is a faint sketch in black chalk of a simple set of lips that are rendered in a way that is artistic rather than anatomical The lips peek out of the page directly at us with just a hintflickering and haunting and alluringof a mysterious smile Even though the fine lines at the ends of the mouth turn down almost imperceptibly the impression is that the lips are smiling Here amid the anatomy drawings we find the makings of the Mona Lisa s smile Another piece of science that augments the Mona Lisa s smile comes from Leonardos research on optics He realized that light rays do not come to a single point in the eye but instead hit the whole area of the retina The central area of the retina known as the fovea has closely packed cones and is best at seeing small details the area surrounding the fovea is best at picking up shadows and shadings of black and white When we look at an object straight on it appears sharper When we look at it peripherally glimpsing it with the corner of our eye it is a bit blurrier From Our November 2017 Issue Subscribe to The Atlantic and support 160 years of independent journalism With this knowledge Leonardo was able to create an interactive smile one that is elusive if we are too intent on seeing it The fine lines at the corners of Lisas mouth show a small downturnjust like the mouth floating atop the anatomy sheet If you stare directly at the mouth the retina catches these tiny details and delineations making her appear not to be smiling But if you move your gaze slightly away to look at her eyes or cheeks or some other part of the painting you will catch sight of her mouth only peripherally It will be Scientists recently found a technical way to describe all of this A clear smile is much more apparent in the low spatial frequency blurrier images than in the high spatial frequency image according to the Harvard Medical School neuroscientist Margaret Livingstone Thus if you look at the painting so that your gaze falls on the background or on Mona Lisas hands your perception of her mouth would be dominated by low spatial frequencies so it would appear much more cheerful than when you look directly at her mouth So the worlds most famous smile is inherently and fundamentally elusive and therein lies Leonardos ultimate realization about human nature His expertise was in depicting the outer manifestation of inner emotions but here in the Mona Lisa he shows something more important that we can never fully know another persons true emotions They always have a sfumato quality a veil of mystery Leonardo once wrote and performed at the court of Milan a discourse on why painting should be considered the most exalted of all the art forms more worthy than poetry or sculpture or even the writing of history One of his arguments was that painters did more than simply depict realitythey also augmented it They combined observation with imagination Using tricks and illusions painters could enhance reality with cobbledtogether creations such as dragons monsters angels with wondrous wings and landscapes more magical than any that ever existed Painting he wrote embraces not only the works of nature but also infinite things that nature Leonardo believed in basing knowledge on experience but he also indulged his love of fantasy He relished the wonders that could be seen by the eye but also those seen only by the imagination As a result his mind could dance magically and sometimes frenetically back and forth across the smudgy line that separates reality from fantasia Mona Lisa seems miraculously alive conscious both of us and of herself Stand before the Mona Lisa and the science and the magic and the art all blur together into an augmented reality While Leonardo worked on it for most of the last 16 years of his life it became more than a portrait of an individual It became universal a distillation of Leonardos accumulated wisdom about the outward manifestations of our inner lives and about the connections between ourselves and our world Like Vitruvian Man standing in the square of the Earth and the circle of the heavens Lisa sitting on her balcony is Leonardos profound meditation on what it means to be human When the British needed to contact their allies in the French resistance during World War II they used a code phrase La Joconde garde un sourire The Mona Lisa keeps her smile Even though it may seem to flicker her smile contains the immutable wisdom of the ages The Mona Lisa became the most famous painting in the world not just because of hype and happenstance but because viewers were able to feel an emotional engagement with her It is a brilliant depiction of realityan alluring and emotionally mysterious woman sitting alone on a loggiathat is augmented radiantly by science and magical illusions She provokes a complex series of psychological reactions ones that she in turn seems to exhibit as well Most miraculously she seems awareconsciousboth of us and of herself That is what makes her seem alive more alive than any other portrait ever painted And what about all the scholars and critics over the years who despaired that Leonardo squandered too much time immersed in his studies of optics anatomy technology and the patterns of the cosmos The Mona Lisa answers them with a smile This article has been adapted from Walter Isaacsons new book Leonardo da Vinci About the Author Walter Isaacson is the president and CEO of the Aspen Institute

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Home news nation Save MPs marital woes pose dilemma for billionaire By Brad Norington TheAustralian 100AM September 25 2008 THE decision of ambitious federal Labor MP Bill Shorten to leave his wife for the daughter of newly appointed GovernorGeneral Quentin Bryce has presented Australias fourth richest man with an excruciating dilemma Billionaire Richard Pratt who is the godfather of Mr Shortens wife Deborah Beale has to choose whether or not to remain the patron and friend of Mr Shorten who is often touted as a future prime minister In Labor circles it is being asked whether or not the split will hurt Mr Shortens career Read Next Kevin Rudd has expressed his full confidence in Mr Shorten indicating nothing has changed But it is a tough choice for Mr Pratt the chief of cardboard empire Visy Industries As a financial benefactor he has given Mr Shortens career an enormous boost over the years Mr Pratt donated money and provided his fabulous Melbourne mansion Raheen for fundraising events when Mr Shorten as national secretary of the Australian Workers Union campaigned for a safe seat in Canberra He even lent Mr Shorten his private jet It was revealed at the weekend that the Labor MP is pursuing a relationship with Chloe Bryce a media consultant for Cement Australia whom he met in his former union job Ms Bryce who has two children is divorcing her husband prominent architect Roger Parkin The opposing pressure on Mr Pratt is to show loyalty first to Mr Shortens estranged wife Mr Pratt has known her since she was a child he treats her as one of his own He is also the longtime best friend of Beales father wellheeled Toorak businessman and former Liberal MP Julian Beale And Jeanne Pratt Richards philanthropist wife is especially close to Deborah Beales mother Felicity Some insiders predict Jeanne will exert pressure on her husband to favour the Beales if it comes to taking sides Also Mr Shorten only knows Mr Pratt through the Beales Others who know Mr Pratt think differently They say the man whose own private life was exposed eight years ago with revelations about his Sydney mistress Sharilea Hitchcock and love child Paula is hardly in a position to be moralistic They also point to his prime objective to redeem himself as he faces criminal charges over pricefixing that could land him in jail Renowned for his generosity to charities the 73yearold who came to Australia as a boy from Poland badly wants to restore his good name I think hell stick with Bill one insider told The Australian He has a lot of time for Deborah shes like a daughter but he has a separate relationship with Bill Another said I dont think the marriage split will harm Bills career If you look at it ruthlessly it is better now than later This will not be in peoples minds in a decade The past year has already proved testing for Mr Shorten As a union leader before entering parliament in November Mr Shorten basked in positive publicity The Daily Telegraph in Sydney even ran a frontpage headline Bill for PM when Mr Shorten leapt to national fame in 2006 as the public face of the dramatic Beaconsfield mine rescue But Labors election win did not deliver everything Mr Shorten might have hoped for His career hit a roadblock when the Prime Minister relegated him to the lowprofile job of Parliamentary Secretary for the Disabled and Children Mr Shorten had hoped for a frontline ministry to help maintain his career trajectory If Mr Rudd once considered Mr Shorten a political rival there is no evidence he harbours such fears now It is possible the Prime Minister will elevate Mr Shorten to a ministry in two to three years some believe But the Bill for PM campaign was derailed as soon as Mr Rudd put Mr Shorten well down the pecking order Given Mr Rudds popularity party strategists believe Labor can win at least two terms They say Deputy Prime Minister Julia Gillard Labors best parliamentary performer is already in the frame as the most likely successor The bestcase scenario for Bill is if he becomes Opposition leader one day said one who believes the 41yearold could face a 10year wait Mr Shorten meanwhile is getting on with life Neither Mr Shorten nor Ms Beale a corporate governance consultant with Ernst Young would comment The pair met in 1999 while both were studying for MBAs and quickly married They have no children Read Next

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Great

Shirodhara

How

To

Prepare

For

A

Shirodhara

Appointment

PostShirodhara

Tips

What

To

Avoid

After

Shirodhara

Tips

For

Continuous

SelfCare

Have

you

had

this

treatment

and

what

was

your

experience

like

Please

share

your

thoughts

in

the

comments

below

Join

us

in

the

discussion

What

Is

Shirodhara

Shirodhara

is

an

ancient

Ayurvedic

therapy

Warm

oil

or

other

liquid

pours

in

a

continuous

stream

over

the

forehead

or

ajna

marma

an

area

where

nerves

are

highly

concentrated

The

pressure

of

the

oil

onto

the

forehead

creates

a

vibration

The

oil

saturates

the

forehead

and

scalp

and

penetrates

into

the

nervous

system

The

gentle

pressure

and

soothing

warmth

of

the

oil

allow

the

body

mind

and

nervous

system

to

experience

a

deep

state

of

rest

similar

to

meditation

Shirodhara

is

traditionally

done

as

part

of

the

panchakarma

cleansing

process

using

specially

prepared

shirodhara

oil

It

is

also

safe

and

effective

as

a

standalone

therapy

NOTE

In

Ayurveda

there

are

numerous

benefits

to

applying

oil

to

the

head

body

feet

and

scalp

What

Does

Shirodhara

Mean

The

term

shirodhara

is

a

union

of

two

words

S

hir

means

head

and

dhara

means

pouring

in

a

stream

or

sprinkling

Shirodhara

means

the

pouring

of

a

liquid

medicine

in

a

continuous

stream

over

the

head

of

a

client

for

a

stipulated

amount

of

time

This

treatment

is

a

type

of

murdha

taila

procedure

This

refers

to

application

of

oil

on

the

head

or

murdha

Application

of

oil

can

be

done

in

various

ways

Shiro

Abhyanga

Massaging

the

head

with

herbal

oils

for

a

fixed

duration

of

time

usually

minutes

Shiro

Seka

Shiro

dhara

A

procedure

in

which

herbal

oils

or

medicated

liquids

like

milk

or

buttermilk

are

poured

in

a

stream

over

the

receivers

head

for

a

fixed

duration

of

time

usually

minutes

or

minutes

Shiro

Pichu

The

application

of

a

cotton

pad

dipped

in

oil

over

the

head

Shiro

Basti

Vasti

This

procedure

involves

a

dam

constructed

over

the

head

of

a

seated

client

A

cap

is

sealed

to

the

head

with

wet

black

gram

flour

It

is

filled

with

herbal

oils

and

held

there

for

a

stipulated

time

NOTE

If

youre

a

Licensed

Massage

Therapist

shirodhara

is

a

fantastic

treatment

you

should

add

to

your

menu

Shirodhara

is

a

delightfully

soothing

experience

beneficial

for

insomnia

anxiety

stress

and

fatigue

If

you

have

a

loved

one

that

would

benefit

from

this

treatment

you

can

learn

online

practice

at

home

and

offer

this

treatment

to

friends

and

family

Click

here

for

more

information

Types

Of

Shirodhara

Sneha

dhara

uses

herbal

oil

called

tail

or

ghee

Ksheer

dhara

uses

milk

infused

with

herbs

Takra

dhara

uses

buttermilk

infused

with

suitable

herbs

Sneha

Dhara

Oil

Shirodhara

An

Ayurvedic

practitioner

can

make

use

of

different

herbal

oils

and

ghee

based

on

his

or

her

wisdom

and

experience

Different

oils

can

be

mixed

and

used

depending

on

the

practical

experience

and

judgment

of

the

practitioner

Lakshadi

oil

may

be

used

in

pitta

disorders

and

Dhanwantram

oil

or

Mahanarayana

oil

may

be

used

in

Vata

disorders

In

predominance

of

Vata

Kapha

or

Vata

Kapha

imbalances

warm

oil

is

generally

used

In

case

of

Pitta

predominance

or

Pitta

imbalances

cool

room

temperature

oils

and

other

liquids

are

used

In

Pitta

disorders

luke

warm

oil

like

Chandan

Bala

Lakshadi

oil

can

be

used

If

the

Pitta

is

also

accompanied

by

Vata

vitiation

then

luke

warm

herbal

ghee

like

Brahmi

ghee

or

saraswat

ghee

can

be

used

for

the

shirodhara

Ksheerdhara

Pronounced

S

heerdhara

Milk

Shirodhara

This

is

another

type

of

shirodhara

in

which

medicated

milk

or

milk

infused

with

herbs

is

used

for

the

treatment

Its

rhythmically

poured

onto

the

forehead

from

a

specific

height

and

for

a

specific

time

period

allowing

the

milk

to

run

through

the

scalp

and

into

the

hair

Takradhara

Buttermilk

Shirodhara

Takradhara

is

a

type

of

shirodhara

in

which

herb

infused

takra

or

buttermilk

is

poured

from

a

specific

height

and

for

a

specific

time

period

continuously

and

rhythmically

The

takra

runs

through

the

scalp

and

into

the

hair

Why

Shirodhara

Consider

the

human

body

as

an

inverted

tree

The

roots

are

at

the

top

and

the

branches

point

downwards

The

head

of

the

human

body

will

be

the

root

of

this

tree

The

central

portion

of

the

body

the

thorax

and

abdomen

will

be

the

trunk

of

this

tree

The

limbs

both

upper

and

lower

will

be

the

branches

of

this

tree

Just

as

the

roots

of

a

tree

nurture

and

control

all

the

activities

and

well

being

of

the

tree

the

head

is

the

operational

center

of

the

entire

body

It

controls

the

function

of

the

brain

and

spinal

cord

It

has

many

marmas

or

vital

points

and

is

the

house

of

the

master

endocrine

gland

the

pituitary

It

is

one

of

the

seats

of

Vata

dosha

Prana

Vata

in

particular

and

also

houses

subtypes

of

Kapha

dosha

tarpak

kapha

and

Pitta

dosha

sadhak

pitta

Note

The

seat

of

sadhak

Pitta

a

subtype

of

Pitta

dosha

is

considered

the

hridaya

which

means

heart

But

in

Ayurveda

hridaya

encompasses

both

the

heart

and

brain

So

the

head

which

houses

the

brain

also

becomes

a

seat

of

sadhak

Pitta

Through

the

respective

nerve

centers

in

the

brain

the

head

also

controls

the

sense

of

hearing

smell

taste

and

sight

Since

the

three

dosha

are

represented

in

the

head

region

any

vitiation

in

the

dosha

can

cause

respective

disorders

with

widespread

repercussions

in

the

whole

body

Here

shirodhara

through

use

of

various

mediums

like

oils

ghee

and

buttermilk

pacifies

these

dosha

and

works

on

the

entire

body

indirectly

Shirodhara

will

make

the

head

region

strong

so

that

the

entire

body

works

smoothly

Shirodhara

will

make

the

head

region

strong

so

that

the

entire

body

works

smoothly

Who

Benefits

From

Shirodhara

Shirodhara

is

a

great

treatment

for

a

compromised

nervous

system

Shirodhara

can

help

relieve

symptoms

of

anxiety

stress

fatigue

and

hypertension

It

relieves

tension

worry

fear

and

headache

as

well

as

depression

It

regulates

mood

and

gives

feelings

of

pleasure

and

relaxation

Shirodhara

treatment

is

advised

for

the

prevention

of

many

psychosomatic

disorders

In

a

healthy

individual

prevention

of

diseases

pertaining

to

the

body

mind

and

sense

organs

is

the

foremost

indication

Shirodhara

can

also

assist

with

the

following

conditions

PostTraumatic

Stress

Disorder

PTSD

Shirodhara

reduces

excess

Vata

dosha

which

is

a

primary

factor

in

PTSD

According

to

Alakananda

Ma

of

the

Alandi

Ayurveda

Gurukulam

in

Boulder

CO

shirodhara

done

with

an

appropriate

shirodhara

oil

containing

nervine

herbs

will

deeply

soothe

the

nervous

system

and

help

ease

the

symptoms

of

PTSD

READ

MORE

Vata

Diet

Everything

You

Need

To

Know

Insomnia

and

Shift

Work

Sleep

Disorder

SWSD

Shirodhara

is

traditionally

known

for

its

ability

to

assist

with

sleep

problems

Research

proves

the

treatment

is

effective

alone

and

also

when

coupled

with

herbal

support

Shirodhara

with

milk

has

also

proven

effective

in

treating

insomnia

The

process

stimulates

the

pineal

gland

which

produces

melatonin

the

regulator

of

the

wakesleep

cycle

It

calms

an

unquiet

mind

and

induces

rest

If

your

insomnia

stems

from

working

the

night

shift

and

your

wakesleep

cycle

is

out

of

sync

with

the

natural

rhythms

of

the

sun

shirodhara

can

assist

in

removing

fatigue

restoring

energy

and

reestablishing

harmony

in

the

doshas

or

constitution

Jet

Lag

If

youre

a

frequent

flyer

and

your

daily

sleep

rhythm

is

often

out

of

sync

and

you

suffer

jet

lag

shirodhara

can

help

reset

your

daily

pattern

of

waking

and

sleeping

as

well

as

remove

built

up

fatigue

Travel

with

a

Vata

soothing

oil

or

Bhringaraj

oil

and

apply

to

the

head

before

bed

or

find

a

local

practitioner

to

receive

the

treatment

Hypertension

Raktagata

Vata

is

an

imbalance

of

Vata

dosha

that

may

be

correlated

with

hypertension

Shirodhara

has

proven

effective

in

lowering

blood

pressure

Healthy

Individuals

Shirodhara

is

also

a

great

treatment

for

the

healthy

individual

looking

to

maintain

health

and

enhance

well

being

clarity

calm

and

immunity

Shirodhara

promotes

deep

relaxation

relieves

fatigue

and

renews

and

reinvigorates

the

body

and

mind

It

also

balances

ones

energy

level

If

you

are

in

need

of

rest

and

relaxation

the

process

will

provide

you

that

If

you

are

well

rested

the

process

will

enhance

your

clarity

and

perception

Shirodhara

increases

immunity

by

relieving

stress

and

worry

and

balancing

the

Ayurveda

mindbody

types

or

doshas

so

that

your

constitution

remains

strong

Shirodhara

gives

deep

rest

and

renewed

energy

producing

an

ageless

and

youthful

countenance

Shirodhara

relieves

stress

worry

and

excessive

thought

It

gives

total

relaxation

as

if

from

meditation

This

naturally

relaxes

and

rejuvenates

the

face

and

softens

worry

lines

NOTE

If

youre

a

Licensed

Massage

Therapist

shirodhara

is

a

fantastic

treatment

you

should

add

to

your

menu

Shirodhara

is

a

delightfully

soothing

experience

beneficial

for

insomnia

anxiety

stress

and

fatigue

If

you

have

a

loved

one

that

would

benefit

from

this

treatment

you

can

learn

online

practice

at

home

and

offer

this

treatment

to

friends

and

family

Click

here

for

more

information

More

Indications

Of

Shirodhara

Various

ancient

texts

of

Ayurveda

have

advised

use

of

oil

on

the

head

for

the

following

indications

Headaches

of

various

types

like

cluster

headaches

migraines

tension

headaches

headache

originating

at

the

temples

using

herbal

oils

or

milk

infused

with

herbs

Burning

sensation

in

the

head

Consequences

of

head

injuries

Hemiplegia

or

paralysis

To

control

vitiated

Vata

dosha

Diseases

of

Vata

origin

mainly

degenerative

diseases

Diseases

of

Pitta

origin

mainly

inflammatory

diseases

Dryness

of

the

head

region

For

healthy

and

long

hair

For

itching

of

the

scalp

For

premature

greying

of

the

hair

Low

level

of

vitality

or

ojas

Cracked

lips

Heart

disease

Agni

mandhya

or

sluggish

metabolism

Certain

diseases

of

the

ears

Certain

diseases

of

the

eyes

Psoriasislike

skin

lesions

Loss

of

memory

and

Alzheimers

disease

Diabetic

neuropathy

as

an

adjunct

with

other

treatments

For

proper

neuromuscular

coordination

To

delay

aging

Specific

Indications

Of

Takra

Dhara

Graying

of

the

hair

Headache

Indigestion

Burning

of

the

hands

and

feet

Disorders

of

the

eyes

ears

and

nose

related

to

Pitta

and

Kapha

aggravation

Skin

diseases

of

psychosomatic

origin

as

in

psoriasis

Specific

Indications

Of

Ksheer

Dhara

Hair

loss

Pitta

imbalance

For

rejuvenation

in

summer

and

hot

climates

Insanity

of

Pitta

origin

as

a

supplemental

therapy

Dizziness

Sleeplessness

due

to

aggravated

Pitta

Fever

of

Pitta

origin

Who

Should

NOT

Have

Shirodhara

Shirodhara

is

suitable

for

any

dosha

or

constitution

however

there

are

some

contraindications

Shirodhara

should

NOT

be

given

to

women

in

their

third

trimester

of

pregnancy

It

is

very

difficult

to

lay

on

the

back

for

minutes

at

a

time

without

feeling

discomfort

Pregnancy

is

contraindicated

in

dhara

where

warm

oil

is

poured

all

over

the

body

Other

contraindications

include

brain

tumor

recent

neck

injury

abrasions

or

cuts

on

the

head

fever

or

chills

acute

illness

nausea

vomiting

severe

weakness

exhaustion

dizziness

fainting

or

spontaneous

sweating

Shirodhara

should

not

be

given

to

those

with

a

rash

or

sunburn

on

the

forehead

or

scalp

If

you

have

an

aversion

to

oil

then

it

is

also

not

recommended

for

you

NOTE

If

youre

a

Licensed

Massage

Therapist

shirodhara

is

a

fantastic

treatment

you

should

add

to

your

menu

Shirodhara

is

a

delightfully

soothing

experience

beneficial

for

insomnia

anxiety

stress

and

fatigue

If

you

have

a

loved

one

that

would

benefit

from

this

treatment

you

can

learn

online

practice

at

home

and

offer

this

treatment

to

friends

and

family

Click

here

for

more

information

Other

Contraindications

Fever

in

ama

stage

ie

fever

of

recent

origin

Excess

Kapha

Excess

Ama

Morbid

obesity

Indigestion

Ascites

Edema

Generalized

toxic

conditions

like

septicemia

Any

acute

illness

Exhaustion

Dehydration

or

thirst

Noncooperative

individuals

like

children

and

those

with

Alzheimers

In

these

people

shiropichu

or

the

placing

of

cotton

dipped

in

a

suitable

oil

and

placed

on

the

bregma

is

more

suitable

or

practical

How

Does

Shirodhara

Work

There

are

a

few

ways

to

look

at

how

shirodhara

works

According

to

Ayurveda

shirodhara

is

beneficial

for

Vata

and

Pitta

dosha

When

accumulated

Vata

dosha

exhibits

as

fear

insecurity

worry

racing

thoughts

When

Pitta

dosha

is

in

excess

it

exhibits

as

anger

irritability

frustration

judgment

The

action

and

qualities

of

the

liquid

used

in

shirodhara

counters

the

qualities

of

the

increased

doshas

It

soothes

nourishes

and

pacifies

the

doshas

through

the

application

of

the

liquid

to

the

forehead

scalp

and

nervous

system

In

the

Spring

issue

of

the

journal

of

The

Ayurvedic

Institute

Ayurveda

Today

Ayurvedic

practitioner

Ed

Danaher

explains

how

shirodhara

affects

stress

Stress

according

to

Ayurveda

is

a

state

of

imbalance

of

prana

vayu

sadaka

pitta

and

tarpaka

kapha

Shirodhara

reestablishes

the

functional

integrity

between

these

three

doshic

subtypes

and

thus

helps

alleviate

stress

The

gentle

pressure

of

the

oil

falling

onto

the

forehead

may

also

play

a

role

in

inducing

rest

In

the

procedure

of

Shirodhara

particular

pressure

and

vibration

is

created

over

the

forehead

The

vibration

is

amplified

by

the

hollow

sinus

present

in

the

frontal

bone

The

vibration

is

then

transmitted

inwards

through

the

fluid

medium

of

cerebrospinal

fluid

CSF

This

vibration

along

with

little

temperature

may

activate

the

functions

of

thalamus

and

the

basal

fore

brain

which

then

brings

the

amount

of

serotonin

and

catecholamine

to

the

normal

stage

inducing

the

sleep

Again

it

is

explained

in

modern

text

books

of

physiology

that

pressure

has

an

effect

on

impulse

conduction

through

tactile

and

thermo

receptors

If

prolonged

pressure

is

applied

to

a

nerve

impulse

conduction

in

interrupted

and

part

of

the

body

may

go

to

rest

In

Dhara

therapy

prolonged

and

continuous

pressure

due

to

pouring

of

the

medicated

liquid

may

cause

tranquility

of

mind

and

induce

natural

sleep

Duration

Of

Shirodhara

Shirodhara

can

be

done

for

a

period

of

to

minutes

depending

on

the

nature

and

severity

of

the

dosha

imbalance

or

depending

on

the

individuals

constitution

or

Prakruti

Shirodhara

is

usually

done

for

a

period

of

to

days

or

as

recommended

by

the

practitioner

The

relief

of

complaints

is

taken

as

a

parameter

for

the

number

of

days

of

treatment

to

be

done

in

one

stretch

Shirodhara

can

also

be

done

for

or

days

or

longer

in

chronic

and

stubborn

cases

Generally

a

small

time

gap

is

provided

between

two

treatments

and

often

is

not

continued

beyond

three

weeks

time

Shirodhara

is

usually

done

in

the

early

hours

of

the

morning

preferably

between

and

In

high

Pitta

conditions

it

can

also

be

done

in

the

afternoon

Shirodhara

And

Other

Ayurvedic

Body

Therapies

Shirodhara

can

be

combined

with

the

following

Ayurvedic

treatments

for

added

benefits

Sarvanga

dhara

A

stream

of

medicinal

fluids

poured

all

over

the

body

Kaya

Seka

or

Pizhichil

A

stream

of

herbal

oils

poured

all

over

the

body

Sarvanga

Abhyanga

A

full

body

massage

with

herbal

oils

Patra

Pinda

Sweda

A

leaf

bolus

fomentation

Abhyanga

and

Patra

Pinda

Sweda

A

combination

of

full

body

herbal

oil

massage

and

leaf

bolus

fomentation

massage

along

with

shirodhara

Shashtika

Shali

Pinda

Sweda

or

Navarakizhi

A

rice

bolus

fomentation

Padabhyanga

and

Sarvabhyanga

Foot

massage

and

full

body

herbal

oil

massage

Vasti

or

Basti

Therapeutic

selfadministered

enemas

utilizing

oil

milk

andor

an

herbal

decoction

How

To

Get

A

Great

Shirodhara

If

youre

new

to

shirodhara

and

would

like

to

receive

a

treatment

ask

your

therapist

to

observe

these

three

key

points

Take

this

free

Dosha

Quiz

to

determinue

your

prakruti

or

constitution

Observe

Silence

No

music

should

be

playing

during

shirodhara

Cell

phones

should

be

turned

off

and

there

should

be

no

interruptions

and

no

conversations

taking

place

Any

noise

will

disrupt

the

experience

of

disengaging

from

outside

stimuli

and

experiencing

mental

rest

Be

Mindful

Of

The

Rooms

Temperature

In

cooler

climates

and

during

the

cooler

seasons

of

the

year

the

room

should

be

toasty

warm

throughout

the

treatment

A

space

heater

can

be

used

to

make

sure

the

room

is

warm

enough

The

head

will

be

wet

with

oil

during

the

treatment

so

it

is

very

important

that

the

client

does

not

get

cold

during

the

process

If

so

the

experience

could

become

unpleasant

Vata

body

types

can

be

additionally

soothed

with

a

few

layers

of

blankets

In

the

warmer

months

of

the

year

blankets

can

also

be

beneficial

If

someone

is

susceptible

to

drafts

strong

air

conditioning

or

poor

circulation

a

blanket

may

help

Make

sure

the

temperature

of

the

room

is

comfortable

and

avoid

cold

air

conditioned

rooms

for

shirodhara

when

possible

Choose

The

Proper

Liquid

Shirodhara

oil

should

be

carefully

chosen

for

ones

constitution

and

the

climate

Consult

a

qualified

Ayurveda

practitioner

or

trained

therapist

for

a

proper

shirodhara

Sesame

and

sunflower

oil

can

also

be

used

Sesame

has

heating

effects

and

is

good

for

Vata

dosha

Sunflower

oil

has

cooling

effects

and

benefits

Pitta

dosha

The

two

are

often

blended

together

Use

caution

when

choosing

coconut

oil

Coconut

oil

has

a

cooling

action

on

the

body

and

can

actually

make

the

body

cold

It

should

not

be

used

on

someone

that

has

a

Vata

imbalance

or

on

the

Vata

dominant

person

It

may

be

used

during

the

hot

summer

months

for

someone

with

a

Pitta

imbalance

or

it

may

be

blended

with

oils

that

have

a

heating

action

on

the

body

to

negate

its

cold

effects

NOTE

If

youre

a

Licensed

Massage

Therapist

shirodhara

is

a

fantastic

treatment

you

should

add

to

your

menu

Shirodhara

is

a

delightfully

soothing

experience

beneficial

for

insomnia

anxiety

stress

and

fatigue

If

you

have

a

loved

one

that

would

benefit

from

this

treatment

you

can

learn

online

practice

at

home

and

offer

this

treatment

to

friends

and

family

Click

here

for

more

information

How

To

Prepare

For

A

Shirodhara

Appointment

When

scheduling

an

appointment

for

shirodhara

keep

in

mind

that

you

may

need

additional

rest

following

the

treatment

Shirodhara

cleanses

the

mind

and

senses

Make

use

of

this

time

and

avoid

unnecessary

stimulation

after

your

treatment

Avoid

large

crowds

like

concerts

restaurants

bars

and

large

gatherings

Instead

make

the

remainder

of

your

day

peaceful

This

is

your

time

for

mental

rest

Eat

lightly

before

your

appointment

Shirodhara

has

an

effect

on

the

digestive

system

and

a

full

stomach

is

not

advised

Your

hair

will

be

saturated

with

oil

Dress

appropriately

and

comfortably

Wear

an

old

shirt

or

something

you

dont

mind

getting

oil

on

It

is

advised

to

leave

the

oil

in

your

hair

for

at

least

a

few

hours

following

the

treatment

Its

best

to

leave

the

oil

in

your

hair

overnight

if

you

can

Prepare

to

cover

your

head

following

the

treatment

If

the

weather

is

cool

windy

or

cold

bring

an

old

warm

hat

again

something

you

dont

mind

getting

oil

on

An

old

scarf

works

well

to

cover

the

head

and

hair

in

warmer

weather

A

plastic

shower

cap

also

works

well

PostShirodhara

Tips

Get

Up

Slowly

If

youve

received

Sarvanga

dhara

or

whole

body

oil

dhara

relax

for

about

half

an

hour

minutes

on

the

table

and

then

preferably

on

a

recliner

for

the

next

minutes

Get

up

only

after

resting

in

a

lateral

position

and

do

so

slowly

The

body

should

not

be

exposed

to

cold

air

Doing

so

might

induce

a

cold

muscle

cramps

or

headache

Light

Massage

A

light

massage

should

be

done

after

shirodhara

on

the

head

neck

and

whole

body

and

the

oil

wiped

off

with

a

soft

cotton

towel

Bath

Following

shirodhara

a

warm

water

bath

should

be

taken

Alternatively

water

boiled

with

Nirgundi

Vitex

negundo

Nimba

neem

or

Dashamula

ten

roots

can

be

cooled

and

used

for

bathing

The

client

is

advised

to

take

a

refreshing

warm

water

bath

after

going

home

or

after

a

few

hours

Use

warm

water

for

bathing

and

drinking

purposes

How

To

Wash

Your

Hair

If

your

shirodara

was

done

with

oil

and

you

have

a

lot

of

hair

the

easiest

way

to

remove

the

oil

is

to

add

the

shampoo

to

your

hair

before

adding

water

The

shampoo

will

grab

hold

of

the

oil

so

it

can

be

easily

rinsed

out

Wash

times

to

remove

all

oil

residue

Avoid

Caffeine

For

A

Few

Days

Caffeine

creates

disharmony

in

the

body

It

deranges

all

of

the

doshas

and

will

have

an

immediate

negative

effect

on

your

nervous

system

especially

after

a

soothing

shirodhara

treatment

If

you

are

in

need

of

a

pickmeup

try

juice

or

a

piece

of

fresh

fruit

Drink

hot

water

instead

of

cold

water

or

cold

beverages

Mind

Your

Colon

And

Enjoy

Some

Kitchari

After

shirodhara

its

important

to

keep

the

colon

clean

Oil

based

laxatives

may

be

given

to

flush

out

undigested

food

and

doshas

from

the

gut

External

procedures

like

massage

and

shirodhara

cause

doshas

and

waste

to

accumulate

in

the

colon

If

constipation

develops

after

shirodhara

the

individual

will

suffer

from

flatulence

distention

of

the

abdomen

sounds

in

the

gut

sluggish

metabolism

indigestion

tastelessness

and

an

increase

in

dosha

aggravation

Kitchari

is

a

light

and

delicious

stew

that

is

highly

nutritious

and

also

easy

to

digest

Enjoying

kitchari

postshirodhara

will

assist

in

the

digestive

process

and

help

maintain

the

balance

of

the

doshas

Eating

And

Drinking

Keep

a

reasonably

light

diet

and

do

not

eat

unnecessarily

or

in

excess

What

To

Avoid

After

Shirodhara

The

person

who

has

received

shirodhara

should

abstain

from

the

following

for

at

least

the

same

number

of

days

as

the

duration

of

the

treatment

If

the

treatment

has

been

done

for

seven

days

the

restrictions

should

be

followed

strictly

for

at

least

the

next

seven

days

Indulgence

in

sex

Getting

sexually

stimulated

Strenuous

physical

exercise

Excessive

exposure

to

sunlight

use

an

umbrella

or

a

hat

Forcibly

withholding

natural

urges

or

reflexes

like

defecation

urination

hunger

thirst

sleep

and

sneezing

Exposure

to

cold

or

intake

of

cold

foods

Smoking

Excessive

sleeping

Very

high

or

low

level

pillows

Exposure

to

strong

winds

or

dust

Emotions

like

grief

or

anger

Late

nights

Walking

for

long

distances

Speaking

or

shouting

in

excess

Speaking

loudly

Excessive

and

prolonged

use

of

electronic

gadgets

Driving

for

the

next

hours

Possible

Side

Effects

Of

Shirodhara

Shirodhara

has

been

researched

to

be

a

safe

procedure

if

it

is

used

for

appropriate

conditions

and

the

appropriate

materials

and

methodology

is

used

Shivering

is

observed

in

some

due

to

excess

feeling

of

coldness

In

such

case

the

procedure

is

stopped

immediately

and

the

person

is

covered

with

warm

blankets

and

the

heat

in

the

room

is

turned

up

This

generally

can

be

managed

without

any

complication

A

feeling

of

heaviness

in

the

head

can

occur

in

some

people

They

are

rested

and

are

given

a

Vata

pacifying

tea

which

generally

takes

care

of

the

problem

They

should

have

warm

food

and

water

for

the

next

few

days

Dizziness

can

be

felt

in

a

small

amount

of

people

If

dizziness

occurs

they

should

rest

in

a

left

lateral

position

and

the

back

of

the

neck

and

shoulders

should

be

massaged

gently

They

may

take

warm

saffron

milk

to

drink

after

half

an

hour

Giving

gentle

massage

to

everyone

after

shirodhara

and

resting

for

at

least

a

half

hour

minimizes

this

side

effect

According

to

many

experienced

Ayurvedic

practitioners

if

eyes

are

kept

open

during

shirodhara

chances

of

dizziness

increases

Eyelids

should

be

comfortably

closed

and

padded

with

cotton

to

avoid

this

complication

NOTE

If

youre

a

Licensed

Massage

Therapist

shirodhara

is

a

fantastic

treatment

you

should

add

to

your

menu

Shirodhara

is

a

delightfully

soothing

experience

beneficial

for

insomnia

anxiety

stress

and

fatigue

If

you

have

a

loved

one

that

would

benefit

from

this

treatment

you

can

learn

online

practice

at

home

and

offer

this

treatment

to

friends

and

family

Click

here

for

more

information

Tips

For

Continuous

SelfCare

It

is

possible

that

for

some

people

the

effects

of

your

shirodhara

may

not

be

immediately

known

Continue

to

care

for

yourself

and

over

time

you

will

notice

a

change

Follow

the

below

three

tips

to

maintain

the

peaceful

qualities

you

experienced

Keep

A

Proper

Diet

And

Lifestyle

Eat

well

A

diet

high

in

sugar

caffeine

and

refined

products

will

eventually

take

its

toll

on

the

body

and

mind

Choose

whole

grains

like

rice

oats

and

whole

wheat

Enjoy

fresh

fruit

for

a

snack

and

eat

vegetables

daily

Choose

high

quality

protein

and

dairy

products

Avoid

caffeine

Keep

A

Regular

Schedule

For

Eating

And

Sleeping

A

regular

daily

routine

maintains

health

of

the

doshas

Wake

and

sleep

with

the

rise

and

setting

of

the

sun

Meditate

Meditation

is

the

ultimate

cleanser

for

the

body

and

mind

and

provides

the

same

mental

benefits

of

shirodhara

relaxation

separation

from

thought

rest

and

renewal

READ

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Pokharel

Sanjay

and

Ajay

Kumar

Sharma

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Tablet

and

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in

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Management

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Anidra

Insomnia

Ayu

Medknow

Publications

Pvt

Ltd

httpwwwijrapnetadminphpuploads1058_pdfpdf

Kundu

C

et

al

The

Role

of

Psychic

Factors

in

Pathogenesis

of

Essential

Hypertension

and

Its

Management

by

Shirodhara

and

Sarpagandha

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Ayu

US

National

Library

of

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Oct

Charaka

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Sutra

sthan

chapter

Pokharel

Sanjay

and

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Kumar

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Evaluation

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Ayu

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Pvt

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O O O O O O B O B O O O O O O O O O O O O O O O B I O B B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O B O O O O O O O O O O O B O O B O O O O B O B O O O B O O O O B O O B O O O B B O O O O O O O O O O B O O O O O B O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O B O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O B O O O B O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O B O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O B B O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O B O O O O B O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O B O O O O O O O O O O B O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B B O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O B O O O B B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O B O O O O O B O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O B O O O O O O O O O O O O O O B O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O B O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O 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Home Buying Market Facts Trends What Is Free and Clear in Real Estate Flip Pin Email By Elizabeth Weintraub Updated August 24 2018 You will often hear real estate agents and investors talk about free and clear real estate but free and clear is also an aspiration of many home owners Free and clear means there are no encumbrances secured to the property such as a lien or mortgage If you have a 30year fixedrate mortgage and make the same monthly payment every month for 30 years at the end of 30 years you will then own your home free and clear Free and clear means if you were to sell the home and wanted to make owner financing available for a new buyer you would have no underlying lenders who could prevent that choice Owner Financing Free and clear is the easiest way to provide owner financing when selling if a buyer can not or does not want to obtain a loan The problem with most ownerfinanced transactions is usually the property already has at least one loan Almost every existing mortgage today contains an alienation clause that calls for acceleration of the loan in the event the property is sold This clause is often referred to as a due on sale clause In the 1970s and early 1980s many mortgages did not contain verbiage that prevented a subject to transaction not to be confused with a loan assumption This meant sellers could offer owner financing and let the buyer take over payments on an existing loan without either party getting into trouble or breaking any laws Today these types of transactions are rare Lenders today demand to be paid off Most will exercise the option to call a loan due and payable if interest rates are rising Thats because they want their money back so they can lend it out again at a higher interest rate Leverage vs Paying Cash for a Home Another way to obtain a free and clear home is to pay cash for the home Rather than pay a mortgage payment every month some home buyers prefer to buy it outright by handing over a lump sum cash payment Its a good investment to pay cash for a home but it also prevents a buyer from buying a home and using leverage What is leverage Say you have 100000 in cash and want to buy a home for 100000 If you used leverage you could put down 25000 and buy 4 homes utilizing 80 loantovalue mortgages Or you could buy one home for 100000 and owe nothing The Benefits of Free and Clear Owning a home outright is a good feeling for many people It is emotional security that the home belongs to the owner onehundred percent It is not 100 protection though For example it does not mean a home can not be seized under eminent domain by the government It does not mean the home cant be wiped out by a hurricane or flood Free and clear means an owner is free from making mortgage payments but you still need to pay for such things as homeowners insurance property taxes utilities and general maintenance You will also hear the term clear in reference to title Assuming there is no cloud on title and you received a title insurance policy when you bought the home you most likely enjoy clear title to the home However if you pay a mortgage on that home then the home itself is not free and clear Pay attention to the tax benefits of paying a mortgage Until recently the cap on interest deductions was a million but under the Trump Tax Overhaul that has been reduced to a cap of 750000 Buying a Vacation Home Free and Clear A family made the decision to finance a vacation home in Hawaii When property taxes escalated due to nonresidency status the increase affected monthly cash flow A solution to the situation was to refinance the primary residence which presently had a 15year loan paid down over 10 years with 5 years remaining The family refinanced into a 30year loan with the same monthly payment and used the proceeds to payoff the home in Hawaii free and clear At the time of writing Elizabeth Weintraub CalBRE 00697006 is a BrokerAssociate at Lyon Real Estate in Sacramento California

O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O O O O B I O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O


Technology Careers Career Types Systems Software Developer Median Salary Find out How Much This Tech Job Pays Flip Pin Email By David Weedmark Updated October 06 2017 Systems software developers are some of the toppaid technical specialists today generally with more education than any other IT workers Systems software developers create or modify the software that runs computers and other technologies like phones network routers and switches The Windows 8 or Mac OS X operating systems for example are created by a team of hundreds of developers Of course systems development is not limited to operating systems Software drivers and firmware used to access computer components are also designed by systems software developers as is the software used in a computers BIOS to access processors and hardware components Basically anything that has a chip in it requires a systems software developer to make it work These positions differ from application developers who create the programs that run on the operating systems Education A job in systems software development generally requires more education than most computer positions Companies that hire systems software designers usually require a bachelors degree in computer science or a related field like computer engineering A postgraduate degree may also be required for some positions Several years of onthejob training or vocational training is often required as well For those currently in the workforce ages 25 to 44 half of all systems software developers hold a bachelors degree and 29 percent have a masters degree Four percent have a doctoral or another professional degree Only 5 percent have an associates degree 9 percent have gone to college without getting a degree and only 3 percent have not gone to college National Overview According to ONET the median salary of systems software developers in the United States in 2011 was 96600 The most recent figures from the Bureau of Labor Statistics show the median income in 2010 for systems software developers was 94200 This is more than 6000 higher than the median salary for application software developers The bottom 10 percent of system developers earned less than 61000 in 2010 The top 10 percent of earners made more than 143300 Regional Variations in Salary Like most technical positions system software developer salaries vary from one region to another California has the highest median salary more than 20000 higher than other states like Florida Michigan and Ohio The following lists the median salaries of 12 states in 2010 compared to the national figures The numbers in brackets represent the thresholds for the top and bottom 10 percent of salaries California 108300 68200 to 161100 Massachusetts 100400 68500 to 141900 New Jersey 100300 67100 to 142100 Washington 95000 75700 to 142000 National 94180 61000 to 143300 Texas 93100 62800 to 137000 Arizona 93000 62100 to 137300 New York 91500 59500 to 143900 Georgia 89100 55200 to 143600 Alabama 87200 54800 to 127200 Florida 85500 54500 to 127200 Michigan 82100 53100 to 116400 Ohio 80800 52600 to 117700 For salary details for systems software developers in other states visit CareerOneStop and select your state Salaries by Company According to the incomes reported to PayScale by over 2700 developers pay varies widely from company to company and within each company According to the same source salaries for developers are directly proportional to company size The larger the company the higher your salary can be Companies with less than 200 employees generally pay developers from 40000 to 88000 Companies with between 200 and 1999 employees pay between 43000 and 92000 Developers working at companies between 2000 and 4999 employees earn between 48000 and 96000 Companies with between 20000 and 49999 employees pay between 53000 and 99000 Companies with more than 50000 employees generally pay up to 105000 Of course there are always exceptions to these statistics Developers working at Microsoft generally range between 40000 and 116000 Senior developers programmers and engineers can earn between 75000 and 136000 Hewlett Packard HP pays developers between 37000 and 89000 Senior positions at HP pay between 67000 and 124000 Oracle pays developers between 63000 and 110000 Senior developers there earn between 75000 and 135000 IBM pays between 48000 and 124000 They pay senior developers between 67000 and 147000 Cisco Systems pays developers between 80000 and 93000 Senior positions pay between 88000 and 139000 Google pays developers between 70000 99000 Senior developers can earn between 74000 and 167000 Science Applications International Corporation SAIC pays developers between 63000 and 92000 Senior developers earn between 88000 and 128000 Salaries Based on Experience According to recent PayScale data systems software developers typically earn between 36000 and 80000 in their first year Those with between five and ten years experience earn between 49000 ad 93000 Developers with more than ten years experience generally earn between 53000 and 136000 Outlook to 2020 The Bureau of Labor Statistics estimated that there were 392300 systems software developer jobs in the United States in 2010 By 2020 this should increase by 32 percent to about 519400 positions As more and more products become computerized which now range from cell phones to refrigerators the number of systems software developers needed should also increase

O O O O B I I B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O

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Aviation Pilots Learn About Aircraft Stall and How to Prevent It Flip Pin Email By Sarina Houston Updated June 04 2018 An airplane stall is an aerodynamic condition in which an aircraft exceeds its given critical angle of attack and is no longer able to produce the required lift for normal flight This type of stall should not be confused with an engine stall familiar to anyone who has driven an automobile When flying an airplane a stall has nothing to do with the engine or another mechanical part In piloting a stall is only defined as the aerodynamic loss of lift that occurs when an airfoil ie the wing of the airplane exceeds its critical angle of attack Angle of Attack The angle of attack on an airfoil is measured by the angle between the chord line ie the imaginary line from the leading edge to the trailing edge of the wing and the relative wind It is dependent on the shape of the airfoil including its platform and aspect ratio At a high angle of attack the airflow over the wing is disrupted At the critical angle of attack the airflow over the wing is disrupted enough to inhibit lift resulting in the nose of the aircraft to fall The critical angle of attack for an airfoil never changes However factors such as weight configuration eg flaps and gear changes or other conditions like airframe icing and load factor can change the airspeed at which an airplane will stall Stall Characteristics Characteristics of a stall include a distinctive decrease in lift which is usually noted by a sudden if sometimes gradual pitch down of the nose of the aircraft While this can feel like the plane is falling and has no lift in reality its only a decrease in lift and a change in the planes level Additionally a stall may be accompanied by a roll or yaw to one side if the aircraft is uncoordinated If this happens and recovery procedures are not initiated right away an aircraft may enter a spin Stability In a stable airplane the drop in the nose at the beginning of a stall often is enough to regain the proper amount of lift for the airfoil If this happens the airplane is easily recoverable just by lowering its pitch attitude and increasing airspeed However in an unstable airplane a stall that is not corrected can further develop into a spin which can be difficult or impossible to recover from Airspeed Stalls commonly occur at slow airspeeds For this reason slowspeed flight such as during approach and departure are critical phases of flight and pilots must be particularly cognizant at these times to prevent stalling the aircraft A stall at cruise altitude offers the pilot enough space to recover A stall during landing with limited space doesnt offer the same envelope of security from which to recover While stalling may be most common at slow speeds a stall can happen at any airspeed regardless of the attitude Therefore a pilot should not rule out the possibility of a stall based on airspeed or attitude For example when pulling out of a dive the airspeed is high but the angle of attack can be higher than you think because the plane is still dropping in altitude even though its nose is raised If the angle of attack exceeds about 17 percent the plane can stall Tailplane Stalls Tailplane stalls often indicate that something is happening to the aircraft wings but the planes horizontal stabilizer can also stall While this tailplane stall is also dangerous it is a much less common aerodynamic condition Practicing Stalls and Recovery Stall recovery procedures are different for each aircraft but in general a pilot can initiate a stall recovery by increasing airflow over the wing This is usually accomplished by lowering the pitch attitude leveling the wings and increasing power or thrust When a wing has stalled it is usually best to use the rudder to raise the wing rather than the ailerons Pilots practice stalls and recovery as part of their training and they must perform a stall and recovery to earn a private or commercial certificate However routine flight reviews often do not involve stalls and as a result pilots may forget how to recognize the indications that an airplane is going into a stall Practicing stalls and recovery at slow speedsand at sufficient altitude to recover of coursehelps pilots recognize the early signs of a stall condition so that they can make the proper corrections Article Table of Contents Skip to section Angle of Attack Stall Characteristics Stability Airspeed Tailplane Stalls Practicing Stalls and Recovery

O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I B I I O B I I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O


Business Law Taxes Laws and Taxes Whats the Difference Between Payroll Taxes and Employment Taxes These taxes overlap but are technically different Flip Pin Email By Jean Murray Updated October 10 2018 Tax websites and books use the terms payroll taxes and employment taxes as though theyre interchangeable and they do overlap to some extent Theyre marginally different types of taxes however What are Employment Taxes The Internal Revenue Service uses the term employment taxes to refer to a whole laundry list of taxes that relate to employees The list includes IRS federal income taxes withheld from employee pay and paid to the IRS on the employees behalf as well as Social Security and Medicare taxescalled FICA taxes These taxes are also withheld from employee pay and paid to the IRS The additional Medicare tax imposed on higherearning employees is an employment tax too as are federal unemployment taxes FUTA Unemployment taxes are paid by employers based on the number of employees they have and unemployment rates Selfemployment taxes are the Social Security and Medicare taxes paid by selfemployed business owners and these are considered employment taxes as well Workers compensation fees are also an employment tax These programs are run by the states Other than the selfemployment tax all these taxes must be paid by employers either through withholding from an employees pay by direct payment or both The same rules apply to all employees whether theyre full or parttime or temporary workers What Are Payroll Taxes This is where the issue becomes murky Technically payroll taxes are the Social Security and Medicare taxes withheld from employees pay and matched by employersbut these taxes are also considered to be employment taxes But the IRS seldom uses the term payroll taxes except when it applies to Form 941 the employers quarterly tax return Why the Terms Matter Think of the term employment taxes as encompassing all the taxes employers must pay if they have employees and payroll taxes as only those taxes related to Form 941 The IRS addresses withholding for both FICA taxes and federal income tax on Form 941 This form requires information on federal income tax withholding FICA withholding and the amount the employer owes for its portion of FICA taxes As a business owner you have to know what taxes you must pay and what form you must submit Take a look at this list of taxes that you must pay if you have employees Some of these are withheld from employee pay while others are paid solely by you as the employer You must Withhold federal income taxes from employee pay Withhold FICA taxes from employee pay and pay those taxes plus an equal amount from your business Withhold state income taxes from employee pay Withhold the additional Medicare tax of 9 percent of an employees earnings over certain thresholds As of 2018 these thresholds are 200000 for single employees and 250000 for married taxpayers who file joint returns with their spouses Pay federal and state unemployment taxes based on the number of employees you have You must pay FUTA Your employees do not contribute to this tax Pay workers compensation fees to state or federal agencies File Form 941 quarterly Deposit Compliance Youre not quite done yet Youre also legally obligated to place your withholdings on deposit and the rules for this can vary depending on the exact nature of your business and how much you withhold The regularity of deposits can depend on state federal or even local law so check with your tax professional to make sure you get it right They might have to be made quarterly or even daily The IRS should formally advise you of federal deadlines for the coming year sometime in December

O O O O O O O O O O B I O B I O O O O O O O O O O O O O O O O O O O O O O O O B I O B I O O O O O O O O O O O O O O O O O O O O B I O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O B I O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O


Food Beverage Tips How to Design Effective InStore Visual Marketing Design Effective in Store Point of Sale With SellCheckcom Flip Pin Email By Domenick Celentano Updated December 18 2018 InStore Point of Sale or as the food industry calls it POS are all marketing efforts at the store level to get the shopper to stop look at a brand and hopefully buy it It is part of the larger movement called Shopper Marketing and that is striving to understand how we shop why we shop when we shop and where we shop Point of Sale Displays which are part of the larger arena of Visual Marketing are peppered throughout the supermarket such as end displays free standing corrugated shippers and the like POS also includes all of the signs called shelf talkers that grab your attention for items on sale like Buy One Get One of 10 for 10 Digital electronic signs are creeping into the aisles and may replace printed point of sale in the not too distant future The 4Cs are Tried and True The Four Cs are the critical factors in selling more merchandise at a retail supermarket or specialty store The Four Cs are Command Attention Connect with the shopper Convey information Close the Sale Individually each of the 4Cs represents a cognitive step the shopper experiences when engaged with the point of sales materials It starts with becoming aware of a product or offer and ends with choosing to buy You can think of it as a mental pathtopurchase that occurs at the point of sale Retail Brands Have One Second to Grab Consumers Attention We interviewed Richard Butwinick Founder of Sellcheckcom He has created a most innovative business that evaluates the effectiveness of InStore Point of Sale POS Your retail promotional strategy needs to address this statistic as You have just 1 second to grab the consumers attention POS is critical to getting the consumers attention in a busy and overcrowded environment We like to refer to the Pretzel Crisp Brand InStore Promotional Plans Their focus is being big colorful and straightforward for shelf talkers your food packaging design and instore shipper displays Butwinick explained We simply connected the dots Brands were spending time and money for inconsistent POS results retailers were at risk when committing space and we had a proven process to improve results for both was designed to help marketers create and evaluate their shopper communications It allows brands get to the good stuff faster and less expensive According to Butwinick We wanted to develop something that was authoritative and rooted in metrics and available to anyone inexpensively Measuring and Increasing Promotional Lift Does Sell Check work According to Richard they apply their 4 Cs principles so that brands can expect substantial promotional lift that gives a 401 return on investment Promotional Lift is best described in the book Marketing Metrics The Definitive Guide to Measuring Marketing Performance as the incremental sales generated by specific marketing activities over baseline sales This baseline typically has other influences such as seasonality or competitive promotions removed to determine the effectiveness of your promotion How SellCheck Improves Your POS Materials Using The 4 Cs 4Cs was meant to be a foundational language The Path to Purchase Institute adopted the 4Cs as their criteria for their design contest It also adds science and academics to shopper behavior and POS design Command Attention A piece that is not noticed will never be effective The first step in the 4C process is to ensure your POS is noticeable in the retail or online environment Connect With the Shopper Once your materials command the shoppers attention you must ensure the shopper recognizes what it stands for but you dont have much time usually 1 second or less If your POS doesnt register as recognizable and relevant the shopper moves on without a second thought Maybe that is why you are not generating sales that get your products off of the retail shelf Convey Information Now that the customer has stopped at the shelf and is evaluating your food product how effectively can you convey a clear compelling message to the shopper that gets them from considering to closer to buying your product Close the Sale Youve commanded the shoppers attention connected with them and conveyed initial information Now what does the piece have to do to Close the sale and get the product into the basket This is where SellCheck creates superb value in recommending effective materials that get your product off the shelf and into the shopping cart Shoppers deselect before they select cues tell us how to convey a message and how to close They also offer ways how to optimize the POS design Using the 4 Cs in Your Retail Promotional Strategy One way is contacting Sell Check to see what they can do for you Oh that is too expensive you say Well it is more expensive to spend 5000 on ineffective shelf talkers and shipper displays Dont think that number is correct Get some quotes and see It is too expensive to launch your new product with a food broker that will charge you 1250 a month retainer for six months to travel around and make retail buyer presentations

O O O O O O O O B I O O O O B I I O O O O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O

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