THE TRADE VALUE OF GOOD DESIGN.
[To the Editor of the SPECTATOR.]
Six,—It was with great interest that L read a letter from Mr. Martin Hardie in your last issue. The subject, the artistic decoration of chocolate boxes, raising-. the. question- of the deooratien of all containers of commercial products, was further pursued in your well-merited appreciation of new box- designs now beingused by Messrs. Carsons, the noted chocolate manufacturers. I have seen the designs and agree that they are excellent ; infinitely more pleasing than the ubiquitous " bathing girl," who seems to• obsess the advertising world. For some commercial propositions the pretty face is legitimate —almost essential—material for advertising purposes, but may be left with confidence to the makers of hair-dyes, cos- metics, soaps, dentrifice and similar commodities. for beauti- fying the person,: who may be counted upon to exploit the vacuous smile and wearisome monotony of expression- and pose. The purveyor of these and similar products chooses designs which he believes, rightly or wrongly, will sell his goods. If such designs lack- artistic merit this is probably- due to uninformed public taste, and the 'remedy is to persuade the commercial advertiser that good taste may -be gradually cultivated. He may justly reply that.this is not.his business —he is out to sell soap and whatnot; not aesthetic wrappers. .
Again,. some towns sit in perpetual' artistic darkness and conversion. will, of necessity, be-- slam Small wonder. is it that. even the manufacturer with artistic culture should provide these districts witlithe artistic :weaklings they deserve. In the instance illustrated by Mr; Hardie - I. believethefirm. is compelled to continue the use of stereotyped " pretty face " designs for certain, towns which pose as possessing; an- rt and music-loving public.. Still, it is. gratifying. to find, a man, with enterprise and faith, putting his good taste to a test with such successful, results. We owe thanks to the -director of Messrs. Carson.s at Bristol fOr providing' this experience. -If I may add to the still, smallvoice of protest,I would include the unhappy case of popular-magazine covers. These have long been a source of pain and grief to- nfe,and yearn for the time when' publishers will take their courage in both hands .and give us- something simple and effective, even completely- minus the human figure. After all, beautiful type„ dignified lay-out And-ornament, and fresh, clean colour, ought to be as attractive as the inevitable monthly- galaxy of. smirking; damsels which appears- to -constitute- the current stock-in- trade of this form of art. Many American magazines can give us points and a beating in this connexion: Let us,. however, acknowledge every effort. in the right direction, pay tribute to those who make that effort, and hope for-better things in those benighted- regions where artistic sensibility Is still in the scrap-book stage----Lain,Sir,,&c.,
REGINALD EDGE
(14a4pi,pal,Sohool of Art, .1faxchestsd.
2"Httrili(000dROad, Davenport, Cheshire.
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