Detroit tribune. [volume] (Detroit, Mich.) 1933-1933, 1933-05-13
COLOR in DAILY LIFE
A nj BUSIN E S S
BY WILLIAM PORTER
Interior Decorator

Color plays an important par
in what is known as impulsive ant
habitual buying. When a house
wife, for example, looks at a shell
Of canned goods in a grocer,
store, her eye is first attracted L
cans with the bright red labels
She may ask for the can with the
red wrapper, without further
oearch; or she may look for some
other brand, because she has ar
aversion for red, in so far as it is
associated with canned goods.
The fruit dealer soon learns
that red apples attract the eye OF
customers more readily than do
fruits of paler hue, especially,
if the red is enhanced by contrast
ing it with the green of some 9th
err fruit or vegetable. A cake of
soap which is in itself not at all
attractive, may be more easily
sold, If it is wrapped in paper Of
pleasing tint and design. Green
white, or pale tinted soaps are
more easily sold than arc soaps of
natural color.
Con 'lderable research has been
carried on in the field of colors.
so that it has been demonstrated
that people often buy on the
spur of the moment, because in
fluenced by color, without fur
ther consideration of merit.
Several years ago, Henry Ford
was content weh giving people
transportation at low cost, minus
co.or and the other little extras
supplied by other makers of cars;
but the color consciousness which
has recently swept the country.
has made even Ford change his-
mind. and we now find Ford cars
being produced in all the new
lacquer shades, and competing
with other manufacturers in a ri
valry of color in cars; and the
Ford Is no longer made in the
shiny black of former years.
In real estate, the a m
psychology applies. No matter
how many appliances house NAV
have-automatic oil-burner, cleo
trlc refrigeration, or what not
If the exterior of the house is not
covered with a bright, attractive
coat Of paint, the prospective
buyer may not look further II is
equally important that the in
terror come in for its part OF the
display Of the color; and we find
that the walls arc no longer left
plain white, as they once were
but they are covered with any
hing from n moderately-price,
wallpaper, to silk damask; o
from a plain painted or calcimir
ed to glazed stripped blended G
rough-textured wall. In cnch !.
these, the distribution OF color
the object TO be reached, TIA
finally results IN the sale OF tn
| house.
Has il ever occurred to you tina
color may play an important par
In marriages and divorces? The
bachelors amongst us, be they
ever so aesthetic, need have no
difficulty in selecting a bride,
since ne may choose from a field
of prospective brides of all hues,
shades, and tints, ranging from
rose pink, peach bloom, sun tan,
chocolate brown, even to gun
metal or darker shades. Truly, no
race under the sun has a wider
varict of compilations from which
t choose.
But we have suggested that
color may even have its effect
upon divorce. Suppose, after one
has secured a wife, the wife later
discovers that she must indulge
her husbands aesthetic tempera-
men, in order to forestall divorce.
She may again resort to color, and
rely upon Madam Walker, Madam
Malone and scores of beauticians,
with their different colored powd-
ers, creams and lip-sticl1s, all
ready to assist in making smooth
the path TO marital bliss.
ITO, be Continued