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
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.