|
The art cost is small in comparison. So they consider the
best worth its cost. Others argue that few people have art education.
They bring out their ideas, and bring them out well, at a fraction of
the cost. Mail order advertisers are generally in this class. The
question is one of small moment. Certainly good art pays as well as mediocre. And the cost of preparing ads is very small compared with the cost of insertion.
Should every ad have a new picture? Or may a picture be
repeated? Both viewpoints have many supporters. The probability is that repetition is an economy. We are after new customers always. It is not probably that they remember a picture we have used before. If they do, repetition does not detract.
Do color pictures pay better than black and white? Not generally,
according to the evidence we have gathered to date. Yet there are
exceptions. Certain food dishes look far better in colors. Tests on
lines like oranges, desserts, etc. show that color pays. Color comes close to placing the products in actual exhibition.
But color used to amuse or to gain attention is like anything else
that we use for that purpose. It may attract many times as many
people, yet not secure a hearing from as many whom we want. The
general rule applies. Do nothing to merely interest, amuse, or attract.
|
