expanding sales and developing industry. Advertising
on the contrary, had benefited from intense cultivation
and generous appropriations.
One other consideration, advertising sells the package.
The package sells the package. Advertising space costs
money. The package is covered with free space. The
package used to do the advertising. Long copy panels
explained and educated. Now the package has gone
into action. Its message is short, simple, urgent. It is
advertising nearest the home.
Moreover the package has never gone high pressure.
It may be silly, extravagant, or weak but it cannot
dramatize the negative appeals of fear and pain. The
manufacturer who fires his broadsides to frighten the
public into buying his product never scares them away
from his package. Frequently the very advertisers
whose copy and advertising art is most dramatic have
the most carefully conservative packages. The package
must inspire confidence.
I line was when protection was sufficient. Next
conveniences and identity were added. Now in the
third stage all the categories of packages are being
re-designed. The objective is always the same-to
complete a sale, hut the means of accomplishing this
end are as varied as the stores where packages live or
the materials of which they can be made.
Here for instance, in the third and final design for
the Acousticon, Joseph Sine] has fitted an admirable
instrument into an admirable gold, black, and red box
Women, as well as men, are gardeners today and Egmont Arens has not
neglected to appeal to them by means of his charming light green and
yellow wrapper for the International Paper Company's mulch paper. The
lettering he has chosen is excellent for his purpose.