Light And Color In Advertising And Merchandising Matthew Luckiesh

ISBN: 9781408617106

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Light And Color In Advertising And Merchandising  by  Matthew Luckiesh

Light And Color In Advertising And Merchandising by Matthew Luckiesh
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Light and Color Advertising and Merchandising - PREFACE - LIGHT and color are powerful advertising and sales media and their potentiality has been greatly extended in recent years by developments in printing and in lighting. They have much in commonMoreLight and Color Advertising and Merchandising - PREFACE - LIGHT and color are powerful advertising and sales media and their potentiality has been greatly extended in recent years by developments in printing and in lighting. They have much in common and, in fact, are inseparable therefore a treatment of both together is quite a natural course.

The author has attempted to analyze light and color as potentialities in advertising and in merchandising, basing his discussions on years of observation and research. The final word has not been written in these chapters indeed, this volume is but a systematic beginning. However, it is the hope that a study of the material presented will be of value in helping to guide the expenditure of the billions of dollars devoted to advertising and merchandising.

It has been the aim to include only established facts and results of explorations into the many byways from which light and color have acquired their effectiveness. Tedious technical details have been subordinated in favor of popular treatment so that this volume would be practicable, helpful and interesting to the general reader, the advertising specialist, the commercial artist, the color printer, the merchandiser, the interior decorator, the lighting specialist, the architect, the manufacturer, and to thersw ho deal with light and color as expressive media.

M. LUCKIESH. NOVEMBE I g R 2 , 2 ACKNOWLEDGMENTS FOR cooperation in connection with the illustrations the author and the publisher are indebted to many individuals and companies and they especially express their appreciation to American Writing Paper Co., Holyoke, Mass. Anaconda Sales Co., New York, N. Y, N.

W. Ayer Son, Philadelphia, Pa. J. D. Bates Advertising Agency, Springfield, Mass., Barton, Durstine Osborn, New York, N. Y. George Batten Co., New York, N. Y. Canfield Paper Co., New York, N. Y. Champion Coated Paper Co., Hamilton, Ohio Cox Confectionery Co., East Boston, Mass. Edison Lamp Works of G. E. Co., Harrison, N. J. Fiberloid Corporation, Indian Orchard, Mass. Fuller and Smith, Cleveland, Ohio Gilman Printing Co., Cleveland, Ohio Hammermill Paper Co., Erie, Pa.

Handel Co., Meriden, Conn. Hartford Fire Insurance Co., Hartford, Conn. Holophane Glass Co., New York, N. Y. Ivanhoe Regent Works, of G. E. Co., Cleveland, Ohio Johns-Manville, Inc., New York, N. Y. Knox Hat Co., New York, N.

Y. Kohler Co., Kohler, Wisc. National Lamp Works of G. E. Co., Cleveland, Ohio National X-Ray Reflector Co., Chicago, Ill. Nordyke and Marmon Co., Indianapolis, Ind. Onondaga Pottery Co., Syracuse, N. Y. Frank Presbrey Co., New York, N. Y. Mr. W. D. A. Ryan, General Electric Co., Schenectady, N. Y. F. Schumacher and Co., New York, N. Y. Sherwin-Williams Co., Cleveland, Ohio Simplex Sampling Assn., New York, N. Y. W. J. Sloane, New York, N. Y. Steinway Sons, New York, N. Y.

J. Walter Thompson Co., New York, N. Y. and Underwood Typewriter Co., New York, N. Y. vii CONTENTS CHAPTER PAGE I . INTRODUCT . IO .. N .. ..................... i II ...



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