25 unite groups into regiments and divisions and out of family packaging develop mass packaging. If these words seem strange when applied to cartons, cans, and bottles consider for a moment the evolution of the modern store. The grocery is following in the steps of the drug store, which long ago aroused our hilarity when it became the neighborhood department store. Or if you prefer, walk through the ten-cent store. There is counter after counter and aisle after aisle of massed merchandise. The package is generally absent here, but the same technique is applicable to it through the use of planned design. When big business ceases to think of the package as an individual isolated box and begins to think of all its packages as units of display force, capable of acting together simultaneously (which page advertising, being consecutive in time, cannot do) merchandising will be a far more cogent force and distribution a less wasteful and confused process. Where is ART in all this forecasting of a new era of business? Right at the heart of it all. For without design and design welcomed and used by industry as a permanent and serious techniqueit cannot come about. REMdesigned by Lucian Bernard, is one of the most forceful, simple^ direct, consumer-minded, packages on the American retail shelf today. (Tish, Unit, Vivani) Three effective packages designed for the IOC store. Vivani in blight green suede paper with a domed silver top, Linit bathed in green with yellow bands and black lettering, and tinted Tish peering from the window of its distinguished silver box.

Advertising Arts en | 1932 | | page 41