and made the battery its own handsome package. The
reaction of the dealers and the public to this final
design is one of the clearest demonstrations of the
appeal of a new package design. When the new and
improved mechanism was packaged in both the second
and third designs and put before the public, the demand
for the new package kept the plant working to capacity
while the former design proved exceedingly slow moving.
In the Taylor Stormoguide designed by Walter
Dorvvin Teague, the ancient and honorable (and usually
awkward if not downright unsightly) barometer has
gone the way of all fresh attacks on public acceptance
and become distinguished in black Bakelite with chro
mium bands. The box carries out the same design in
black and silver paper. In both of these examples the
tendency of the package to conform to the shape and
design of the product is significant. When will clocks
and watches adopt some equivalent solution? U. S.
Playing Card does it handsomely with foil repeating
the effect with gold and silver inks on the backs of the
cards, yet this brilliant material remains almost undis
covered for exterior packaging. It is so old-fashioned
and neglected, covered up with paper usually, that its
use amounts to a new and startling discovery. The
reason is possibly that design in its modern sense has
never been adequately applied to foil.
Two other packages which employ somewhat similar
means of enhancing the value of the merchandise they
contain are Gustav Jensen's simple and effective box
Tne Skrip container of Bakelite is black as ink and its trade-mark dramatizes
the product perfectly.
In this third stage of package design for the Acousticon Joseph Sinel has achieved a perfect relation of the elements of design.
Here is a simplicity which only workmanship can save from mediocrity; a final test of a perfect sense of design elegance.