co u -F m NONSPI 29 Sji'u. (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 Unless otherwise 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 mass production. By Roy Sheldon stated, photographs by the Adams Studio

Advertising Arts en | 1932 | | page 45