ART AS A MEANS TO AN END BY EARNEST ELMO CALKINS 111 45 In spite of fact finding, statistics and hard- headed arguments beauty is becoming in creasingly important in the advertising and sale of goods. It may not last. It may be only a phase in the development of our facility in making an art as well as a science of production and distribution. But there is no doubt that it originated in the advertis ing. From advertising to package was but a step, and next the goods themselves began to undergo a transformation. Thus we had beauty or at least artistic treatment in the announcement, the goods and the container. Almost every household article, even the most humble and practical, has been rede signed and newly colored by some manufac turers and received increased acclaim there by. Even hatchets have red handles. The telephone company, realizing that people prefer the French telephone to the old Ameri can type, has decided to offer its customers a design of its own in that spirit and has opened a competition to a few selected artists to determine if it is possible to produce a design that is even more decorative as well as even more practical. And this is but an instance of what is occupying the minds of many producers of standard articles. Last spring a new man's hat shop opened its doors, which typifies in itself the new spirit in regard to interiors where goods are sold. The shop is one large room, panelled in oak to the ceiling, the floor strewn with rich oriental rugs, a great fireplace with carved oak over-mantel facing the door, in which smoulders with convincing realism an electric back-log. Deep comfortable chairs are scattered about with shaded reading lights, and low tables bearing cigarettes, matches and ash-trays. The atmosphere is that of a smart modern men's club. No hats are in sight. The customer seats himself in MARTEX TOWEL DESIGNED BY EDWARD A. WILSON

Advertising Arts en | 1930 | | page 67