South Bend news-times. (South Bend, Ind.) 1913-1938, 1915-11-20
PSYCHOLOGY OF
COLOR DISCUSSED
F. E. Herring in Interesting Ad-
dress Before Ad-SeII League
Members.

AT address by Frank +. Herring on
The Psychology OF Color" featured
the monthly dinner of the Ad-Sell
league held Friday night at the oliver
hotel. Chalmers l. Pancoast of the
Chicago Tribune also told of the
work being accom- lished by his paper
through the medium of its retail mer-
chants service bureau. w. l.. Cham
der told Of the work of the national
safety council. The dinner was held
under the auspices Of the retail di-
vision Of the league and was attended
by 70 men. j. i. Sailors, chairman
OF the retail departm tent, presided.
The Ad-Sell league has made ar
rangements to have the comedy 1T
Pays TO Advertise" given under the
auspices Of the league on the night
of Dec. Z. The play is TO be presented
at the oliver theater and tickets will
be sold by members cf the league
which is 10 receive 25 per cent OF the
proceeds.
Two new members for the league
were secured Friday night. The re
tail department will hold its first
noonGay luncheon next Tuesday at the
oliver hotel.
Urges knowledge of COIors.
In his address on The Psychology
OF Color" Mr.. Herring pointed out
the importance of a knowledge o
prismatic colors. This knowledge was
necessary, he said, in order that the
advertiser might the most readily St
cure attention. The speaker showed
in detail why certain combinations
Of cOlors could be used 20 the be
advantage and why the largest num-
Der of people could be appealed To
through the sense Of sight.
The speaker based his talk on the
idea that logic and foresight mus
be used in the production of adver-
Using and he illustrated the process
by recounting how Edgar Allen Pc
had composes his masterpiece, 9TH
Raven" He then amplified the sub
ject by showing how. reduced 10 fun
damentals, advertising was connected
closely with the arts and sciences.
CoIors in Danger Signals.
Color cards were used by Mr.. Her
ing in illustrating his talk. He was
followed by Mr.. Chandler of the
Dodge Mfg. Co, who told Of the prob
lem Of color com binationS in the
painting Of danger signals. Mr.. Chan
dler is a member of the danger signal
committee OF the national safety
council
The main problem in the devising
of danger signals, the speaker eX-
planned, was TO secure color combina-
lions WnlCn could ne seen IN the ulIil
light of morning or evening. The
danger signal committee has discov-
cred that red is the poorest color to
use for the reason that it becomes
black in the dusk of the day.
The committee has found also that
shape plays an important part in the
construction of signals and that a tri-
angle can be seen the farthest and for
the longest period. A design which
is considered TO be Of much import
ance is the skull and cross bones, for
it is one that is universally under
stood as a danger warning.
How the Chicago Tribune had built
Up n cooperative arrangement with
it's advertisers was explained by Mr..
Pancoast. The paper, ne said, used
its retail merchants service bureau
not only for the purpose Of aiding the
larger merchants who were advertis-
ers in the paper but to aid the small
er merchants in the outlying districts.