for Gulistan rugs and the Bakelite Skrip container.
Rugs have taken to themselves a package and ink has
made a package of its convenient container, but each
has become more precious in the eyes of the consumer
by virtue of design. The merchandising strategy these
two suggest applies to many products today. As the
current begins to react against sliding prices and declin
ing quality there may well he a wide adoption of the
quiet confidence such designs inspire.
machine capable of writing several words a minute
but it is not the charm which is calculated to sell
merchandise in quantities today.
Rather let us turn to Jensen's blue, black and white
package of Gilbert's Oral Antiseptic with the character
istic PMG tying into a distinguished family the tooth
paste carton and tube. Remark that each of these
articles is admirable alone, but why stop there? Together
they are better still and that is the first step toward
Gustav Jensen's design carries with it the luxury oF the Persian rug.
The glues and pastes taking their cue from the inks,
Quinks, and Scrips, are beginning to wake up and look
at their antique design and packaging. Here is Le Page's
glue dressed up by the lloyt agency in a smart red
capped yellow and black package which is a relief from
the usual confused commercial treatment still lingering
in this field. There is a certain charm perhaps for the
antiquarian in the fact that most pastes and glues still
remind one of the old-fashioned office or the littered
shipping room typical of the little business in the days
when the typewriter was a strange and wonderful
adding to spontaneous selling, which many packages
have today, the natural corollary, contagious selling,
which many will have tomorrow.
The most astonishing blind spot in current packaging
and merchandising is the obvious and neglected oppor
tunity offered by a completely thought-out use of what
is loosely termed "family packaging." As yet we have
in quantity merchandise only a half solution, though
many of our products designed and sold in ensemble
sets exist to show packaging the way. The store is more
backward than the home naturally. It is still to a large