There are innumerable finishes to paper each designed for different kinds of printing. Some are rough and masculineothers delicate and feminine. Some are soft and suited for old Caslon typeothers have a hard, smooth surface better fitted for the sharp, clean lines and delicate serifs of the Bodoni types and for the production of fine screen halftones. When a mailing piece looks good and feels good, how about making it attractive to the ear? That's a strong sense, too. Some letterheads have a delightful, crisp crackle. Many circulars rasp unpleasantly on our ears as we handle them. A few simple experi ments with folders, letterheads and books on your desk will convince you that you do listen as you read. And we can also gratify the sense of smell. "Your Nose Knows" was a slogan with a lot of truth in it. The odor of some papers and inks are unpleasant. Many impressive-looking folders and catalogues actually smell badly. When the eye says "buy," it's a pity to have the nose say "don't." Efforts made to perfume papers and inks are entirely legitimate. Meanwhile, why not recall that brown wrapping paper reminds us by smell, as well as sight, of the ordinary purchases we make in stores. News print paper simply reeks of newsthe association can't be escaped, especially while the ink is fresh. The time will come when a folder offering tweed clothes will have a subtle fragrance of tweed, when all mailing pieces will be scientifically scented to arouse a "memory pattern" and stir the appropriate mood. Will the reader realize it? Not necessarily. These psychological approaches to the senses are very subtle things. We will probably never make a direct appeal, through the printing press, to the sense of tasting-at least, we will be satisfied to make the mouth water through pictures and descriptions, rather than invite the reader to munch the mailing piece. Yet the gum on envelope flaps does need a bit of research, such as has been recently given to the gum on postage stamps. The person who licks your return envelope might be given an unexpected treat. Finally, a middleman like me is trained by experi ence to remember that the reader has a sixth sense. Common sense. How often we all forget it! How often we advertise cheap articles so tastefully that the logi cal customers are scared away. How often we sink below the standard of taste which really good articles need? How often we expect a surrealiste artist to interest and convince the bourgeoisie? How often we expect some trick of color or design in printing to please a reader who is only interested in knowing if a pair of shoes is worth the price we ask for them? Capture as many of the five senses of the reader as you can, in every printed item you publish. Capture his sixth sense, too. He won't know or care how laboriously you are stalking him through the mazes of 10,000 different printing papers, 500 type faces, and the like. He will respond to you through his eyes, fingertips, ears, nose, and tongue, if you have dis played at least as much of the common sense which you expect from him. W RITTEN B Y KIMBALL 29

Advertising Arts en | 1935 | | page 43