MEMO TO MANUFACTURERS The manufacturer laughingly refers to design as "Pretty pictures." The manufacturer is right His unconscious estimate of design, which usually enrages the artist, happens to be basically sound Particularly in 1932. Aesthetics have run amuck Decoration has come to seem the whole story of design The entire thinking of packaging today is honeycombed with the bright new idea that glass or Cellophane or paper or Bakelite or tin or foil are interchangeable. Display has usurped the meaning of design to an astonishing extent. Enthusiasm and novelty tend to obscure the fundamental economics of a situation in which fundamental economics are rapidly becoming of extreme and primary importance 1928 thinking is still going the rounds. Nor is this without a reason of its own. The package ijs important as a display factor. It is abandoned on the retailer's shelves today to sell itself. The product which has the most effec tive design achieves the greatest degree of spontaneous selling. By ensembles, package families and complete sets, contagious selling is encouraged or developed. All that is sound, but there is one field where decoration, layout, color and visibility is still neglected. Decoration, the "pretty picture" aspect of design, is just beginning to sweep through window and counter displayShipping cases are turning into display cases overnight Decoration has a sorely needed job to do in carrying the sales drive from the printed page over to the package. This bridge from publication to counter has been neglected. The merchandise thinking has often been left to the litho grapher or the printer, who is an excellent craftsman but not always an advertising executive nor a sales strategist. As a result, display material has been the weakest and most extravagant factor in the mas ter plan of publicity and promotion. Extravagant because not planned to do its work coherently. Redesign has a whole job to do, then, on display and this work will doubtless take two forms; one of decoration as such, to make it more effective to the eye, to take advantage of our new processes and inks, to bring into action the lessons learned on the advertising page, to develop a technique of display. The other, to organize the use of these means and coordinate their elements into a definite sell- 11

Advertising Arts en | 1932 | | page 25