co u -F m
(NonSpi) Cowan and Dengier have contrived a package which is extremely modern in a very human sense.
Excellent taste characterizes both the carton and the bottle throughout. It is economical, easy to manufacture,
and smart, with an excellent use of curved surfaces and flat sides.
consumer's mother. Pepperell and Colbee, both magnifi
cent packagers, have discovered that color printing 011
Cellophane can be clear and vibrantly colorful.
National Biscuit, which started all this adolescent
industry of packaging (now estimated at three billion
dollars annually) a third of a century ago and which
has never stopped, puts five fat doughnuts before you
in the flesh. Why they bother to print "Contents Five
Pieces" when the actual pieces, count them, are staring
you in the face, is one of those things that consumers
never learn. There is also the International Paper
Company selling one kind of paper with another.
Mulch Paper is about as interesting to the eye as a roll
of roofing paper, but by means of Egmont Arens'lively
arrangement of green and yellow cotyledons the package
tugs at the consumer's love of gardening and sells the
drab product in terms of growing things to come.
More important probably than all of these individual
aspects of packaging in the sense of its future develop
ment into a coordinated force in merchandising is the
exceptionally clear thinking of R. H. Macy Co., in
the department store field. With their usual vigor and
with this article are
far-sightedness they have in their spare time developed
a scheme of institutional packaging based upon their
distinguished label that is possibly without its equal
today among such organizations. The green Cream of
Tartar can with its white label is a typical member of
their large and growing family, while the red checked
Soap Chip carton indicates a technique of using contrast
as well as similarity to add force and vigor to the
familv tree without sacrificing institutional identity.
And here, last but not least, interesting for their
advertising value, are matches become packages in
miniature and Sak's Fifth Avenue bringing its High Hat
story home to you as the container of whatever merchan
dise you buy. It is fitting that an article on packaging
should close with novelty aspects. For tomorrow those
aspects which now loom so large may seem infinitesimal,
beside the powerful force that the designer and the
manufacturer together are rapidly fashioning shaping.
If I may be permitted a prophecy, I give you mass
packaging as an integral part of mass distribution for our
By Roy Sheldon
by the Adams Studio