ample of tcamwork bctwecn package designers, thc graphic arts and national advertisers. The designer is charged with the task of creating a package shape that will suggest more value than the competitor alongside. For example, he makes some cartons with a front panel as large as possible without risking that they will tip over easily. The artist strives for atten tion getting appearance and frequently tempts the buyer with photographic reproductions of the Con tents in füll natural color. Where desirable he may incorporate a transparent window to reveal the actual contents. The national advertiser shows pic- tures of the shelf packages in most of his copy in order to insure memorability and graphic art is called upon to reproduce the artist's sketch or color photo- graph on the comparatively rough surface of the carton. Carton designed as additional toy with extra play value. Now comes television which demands colors that will show up naturally on the black and white pic- ture tube. Next will be color TV and already package users and designers are experimenting with the best color combinations for that medium. Thus we see that 'cardboard has expanded into big business and into many modifications and allied products. How was a market ever found for these thirteen million annual tons? Perhaps the best way to answer this question would be to study the history of a typical Company which has partieipated in this growth from the beginning. Such a case history could well be that of the Robert Gair Company. Soon after this firm started business 89 years ago it concentrated on fme printing and the manufacture of paper specialties such as doilies, en- velopes and labels. The accidental cutting through of a paper bag by a border printing rule that was more than type high gave Robert Gair the idea of cutting and creasing in one press impression. Afire with the possibilities, he looked around for the best medium on which to apply the technique. Paperboard was the obvious answer and thus was born the folding box. Mr. Gair rapidly converted his activities to paperboard and eventually disposed of all specialties not made of this form of paper. EXPANSION OF PRODUCTS For several decades the chicf products of this new industry were folding cartons and corrugated and solid fibre shipping Containers (which are really oversize folding boxes) and Gair was a pioneer in each of these fields. All of his products were in the form of KD or folded flat packages which required minimum Space for storage. For example, it was found that 10 KD corrugated boxes could be piled in the same Space occupied by one rigid box of the same size. Hand in hand with rapidly growing Out put went improvements in design, printing and color work. By 1920 Gair's Brooklyn plant had expanded to seven multi-storey buildings near the Bridge and this industrial area is still known as Gairville. Further growth continued at an ever faster rate until now the Company operates 36 mills and box plants in the U.S. and Canada. ESTHETIC ADVERTISING It is interesting to note that until the last few years, all of this produet was of straight paperboard un- embellished except by printing ink, usually in the form of undistinetive type matter. Then the industry began to realize that artistic poster design in colors could be printed on the package panels just as easily as dull type matter and that this meant improving the use of valuable advertising Space. Ordinary letterpress was used but merchandisers wanted some- thing to seil more of their products. As early as the turn of the Century, therefore, Gair installed a fold ing carton lithography plant equipped with a large studio of artists, composers and engravers. A camcra 2 1

Print Magazine en | 1953 | | page 23