COLOR SELLS YOUR PACKAGE
Richtige Farbe Erfolgreiche Packung /
La Couleur Vend Votre Emballage
J.-P. Favre
Zürich: ABC Verlag, 1969. First edition. Text in German, French, and English. Square quarto. Glazed printed boards. White backstrip. 200 pp. 50 color plates. Graphic Arrangement by Walter Bangerter. Design Agency label to half title page. Laminated boards lighty rubbed and soiled, but a very good or better copy.
10.25 x 10 hard cover book with 200 pages and approx. 50 illustrations, most in color. Beautifully designed by the author and printed in Switzerland by ABC Verlag. Zürich-based publisher ABC Verlag released a superb collection of graphic design and fine art books between 1962 – 1989.
From the book: "Dr. Jean-Paul Favre's book is the first detailed study that answers the question how to choose the optimal color for a package."
Contents
- Foreword
- The Phenomenon of Color
- Color in the Service of Packaging
- The Market to be Conquered
- The Creation of a Package in Appropriate Colors
- Psychologoical and Physiological Tests in the Service of Color
- Bibliography
The Swiss International Style derived from the idea that "abstract structure is the vehicle for communication," according to alumnus Kenneth Hiebert. "It relies on an analysis that rigorously questions and accounts for all parts of a message. The act of searching for an appropriate structure forces the designer to make the most basic inquiry about a message, to isolate its primary essence from considerations of surface style."
Hiebert wrote "The Swiss school is concerned that design be more than a frivolous cluttering of the environment." Sounds good to me.