i PUTTTNG BEAUTY IN TO INDUS TR Y 33 KODAK AND CONTAINER DESIGNED BY WALTER DORWIN TEAGUE BY LUCIAN BERNHARD This new desire for beauty in industrial products, only recently started in this coun try, has not come from the side of the manu facturer. I do not think that there are more than one out of a hundred manufacturers who, by themselves, feel this new urge for style in merchandise. Of course, products such as china, wooden furniture, fabrics, jewelry, fashion accessories, etc., which have been always subject to artistic treatment, are ex ceptions. Ninety-nine per cent of all the makers of kitchen stoves, radiators, loudspeakers, sew ing machines, typewriters, match boxes, paper baskets, etc., think as Henry Ford did before he was forced by his competitors to bring out his attractive new car. The more efficient they are in the business of manufacturing and in the commercial handling of their product, the less time and desire they have to educate themselves in the field of aesthetics. The whole idea of letting an "artist" interfere is repellent to them. Because it is a new angle which they themselves cannot master, they hate to turn over a mechanically perfect product to an outsider in order that he may improve its form and color. This feeling is intensified by the dubious attitude which the average manufacturer has toward art and the artist. The word "art"

Advertising Arts en | 1930 | | page 47