T H E COIN M A C H IN E JO U R N A L
6
November, 1933
re c tio n o f a ttra c tin g p o te n tia l b u y e rs
has a lre a d y been ta k e n . H o w e v e r,
J u s t n o w , n e w a c tiv itie s in design
th e jo b o f d is p la y has been neglected.
d ire c tio n a re b e g in n in g to s tir in th e
A ttr a c tiv e
tra n s p o rta tio n in d u s try — e x p e rim e n
ta tio n fo r ra d ic a l n e w designs fo r
d is p la y
of
p ro d u c ts
Eye Appeal at Point of Sale
in
v e n d in g m achines should p la y as im
p o rta n t a role in selling th is w a y as
it does in o th e r m etho ds. R e ta il
tra in s ,
subw ay
cars
and
e le v a te d
tra in s is being m ad e to k e ep pace
w ith c o m fo rt a n d convenience im
stores, fo r e x am p le , p a y g re a t a tte n
tio n to th e ir m erchandise d isp lays as
a v ita l in flu en ce in a ffe c tin g th e ir
p ro v e m e n ts . T h e C e n tu ry o f P ro g
ress reflects th e in te re s t show n in th e
sales:
a p p earan ce o f o u r e v e ry d a y s u rro u n d
Beauty Increases Use
The
idea
th a t
no
ings. T h e id e a th a t p e o p le b u y in th e
a tte n tio n
best lo o k in g stores, rid e in th e best
lo o k in g tra in s , e a t in th e best lo o k
or
th o u g h t need be g iven to p ra c tic a l
an d u t ilit y a rtic le s because th e y a re
p ra c tic a l, no lo n g er holds.
It
ing re s ta u ra n ts , a n d select th e m o s t
has
gone its w a y w ith th e ab su rd id ea
tra c tiv e ! O n th e c o n tra ry i t ’s a ll th e
Henry Drey fuss, internationally known
authority on design, whose work on new
Sears, Roebuck & Co. washing machine,
Big Ben clock and, other products has
created new markets for what otherwise
may have been commonplace stock items.
m o re reason fo r h e r to do so. T h e
a p p earan ce o f p ra c tic a l a n d u t ilit a r
telephones and a la rm clocks b ro u g h t
o u t in to th e open fro m th e ir fo rm e r
ia n objects w h ic h w e use d a y a fte r
o b s c u rity .
th a t because a w o m a n is p la in a n d
n o t n a tu ra lly p h y s ic a lly a ttra c tiv e
she s h o u ld n ’t t r y to m a k e h e rs elf a t
n a tu ra lly
b e a u tifu l.
Take,
fo r
in
stance, th e te lep h o n e a n d th e a la rm
clock— tw o h ig h ly p ra c tic a l a rtic le s
of e v e ry d a y use. I t w a s n ’t so long
ago th a t a ll k in d s o f fa n c y s k irts a n d
screens h id th e te lep h o n e fro m v ie w ,
and th e a la rm clock w as c a re fu lly p u t
o u t o f sig h t d u rin g th e d a y . T o d a y ,
due to th e im p ro v e m e n t in th e a p
pearan ce m ad e b y design, w e fin d
Art Recreates Industry
A fe w years ago, a n e w b ra n d of
a r t w as created— in d u s tria l design—
w h ich tu rn e d its a tte n tio n to c o m b in
ing b e a u ty and p r a c tic a lity . T h e
gospel of good looks fo r u t ilit y ob
jects w as preached long a n d h a rd b e
fo re i t fo u n d an o p p o rtu n ity to p ro v e
its e lf. F in a lly a fe w progressive m a n
u fa c tu re rs decided to g iv e design a
tr y and th e suspicion th a t i t preach ed
“ A r t fo r A r t ’s S a ke ” gave w a y to th e
c o n victio n it was “ A r t fo r S a le ’s
S a ke .”
im p o rta n t a t th e p o in t o f sale a n d
tu rn s th e pennies an d d o lla rs fro m
c o m p e titiv e pockets.
New Ideas Coming
T h e v e n d in g m a ch in e is a h ig h ly
p ra c tic a l a n d u tilita r ia n a rtic le . T h e
possibilities fo r its re ach in g o u t in to
n e w m a rk e ts an d d e velo p in g n e w
d a y a n d th e surroun dings in w h ic h
w e d a ily liv e should receive m ore
a tte n tio n th a n th e a rtic le s w h ic h are
a ttr a c tiv e a rtic le s to ow n is no lo n g er
a th e o ry b u t a fa c t. E y e a p p e a l is
sales
m etho ds
have
h a rd ly
been
ta p p e d . I n th e d e v e lo p m e n t an d ex
pansion w h ic h w ill u n d o u b te d ly ta k e
place in th e n e a r fu tu re , m a n y n e w
sales guns w ill be b ro u g h t in to a c tio n
b o th to overcom e p reju d ices ex is tin g
in th e m in d s o f people, th e n a tu ra l
le th a rg y o f peo p le to accustom th e m
selves to n e w w a y s o f b u y in g , a n d to
b u ild u p th e v e n d in g m a c h in e m e th o d
( Continued, on Page 57)
D e s ig n p ro v e d its c la im an d
sales figures are s ilen t te s tim o n ia l to
its success. A ll progressive m a n u fa c
tu re rs in m a n y d iv e rsifie d fields h a v e
fo u n d design p ra c tic a l in d o lla rs an d
cents, and in c lu d e it to d a y as an es
sen tial fa c to r in th e ir sales p ro g ra m .
P ra c tic a l articles lik e scales, sinks,
b a th tu b s , scientific in s tru m e n ts , pots
and pans, containers fo r a ll ty p e s o f
m erchandise, n o t to m e n tio n in n u m
e ra b le o th er things, h a v e a ll been re
designed w ith success to m a n u fa c
tu re r, re ta ile r and designer.
T h e re are, h o w ever, m a n y fields
p ra c tic a lly u n to u ch ed as y e t b y th e
design m o v em en t.
T h e “ p u b lic ”
Big' Ben in its modern case Utile resem
bles the old fashioned alarm clock, sales
increased tremendously as a result of
redesign.
fields, tra n s p o rta tio n , s ta tio n s , p u b lic
b u ild in g s, an d th e ir accessory in d u s
tries are n o ta b le exam ples.
E n h a n c e d S c a n s © T h e In te rn a tio n a l A rc a d e M u s e u m '
'
The New Mills Novelty Co. Dance Mas
ter, the last word in phonograph design.
Redesign and Repeal has recreated a
new market for coin operated phono
graphs, investigation shows.
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