* * * * ARTISTIC ADVERTISERS.
A small example may best illustrate the change of heart among advertisers in regard to the preservation of rural beauty ; and it is well that the names of those who are " on the side of the angels " should enjoy the publicity their advertisements seek. The example in mind is the recent action of Messrs. E. and H. Taylor, makers of bee appliances. Before bringing out new signs to announce the presence of apiaries erected or equipped by them, they consulted the local branch of the Council for the Preservation of Rural England. A piece of general advice that they received was the wisdom of avoiding metal signs with crude primary colours, and of using a cream background with green or black lettering for wooden signs. An advertisement must, of course, be salient to get its full effect ; but the human eye prefers artistic salience to noise and crudity. A good design tells ; and a very good one receives notice on its own account. Incidentally, there are many motorists who now refuse to fill up at the more dragonish garages. It is no loss to the seller of oil that a rural district council should insist (as in a recent case on the London-Cambridge road) that the proposed elevation be submitted for approval to the district surveyor.
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