Word: redesigned
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Dates: during 1940-1949
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This week Cummings was back in Chicago to tell his board of directors what he had learned. As a starter, Cummings would redesign most of the stores in the country by throwing out the counter. Says he: "It just keeps customers away from what they want to buy." Goods should be placed on easy-to-reach shelves. Complicated displays should be abandoned: "Too many tricky piles of cans say 'Don't touch me' when they should be saying 'Take me home.' " Stores should be painted up and lit up. A dingy little store, slipping into...
...little as $500 or as much as $200,000: "If you want me to do a big thing like a tractor-there are so many obvious things you could do to make it better-looking that I would take it for very little. But if you want me to redesign a sewing needle, I'd charge $100,000. After all, how can you improve a needle? It's like the perfect functional shape...
...methods often mystify clients. When Chicago's Armour & Co. hired Loewy to redesign and repackage its 700-800 different products, he disappeared for about six months. Said Vice President Walter S. Shafer: "We didn't know what he was doing." Actually, Loewymen were out talking to hundreds of housewives who bought the products. When Loewy came back he told Armour to abolish all the multicolor labels that it had been using, and substitute a simple two-color pattern throughout. Armour saved enough money on color-printing alone to pay for the designer's services. As Lever Bros...
Working on the theory that any re-routing of traffic in existing channels was only a stop-gap measure, these three devised a revolutionary scheme to redesign the entire Cambridge shopping center (see model). Creating new arteries of traffic and increasing parking space, their blueprint for a safe-and-sane Harvard Square would solve the automobile problem now faced by every city laid out in the days of the horse and buggy...
Back Door. Loewy, whose first soap wrapper design was for Lehn & Fink Products Corp., came into the Unilever empire through the back door. In 1938, up & coming young Charles Luckman hired him to redesign the package for Pepsodent toothpaste. Most toothpaste packages then screamed for attention with garish red containers and bold black print. Loewy persuaded Pepsodent to give its package an aseptic white exterior, with modest script lettering, which would make it look nice on a cosmetics counter. Up went Pepsodent's sales by 17%. When Pepsodent and Luckman moved into Unilever's huge U.S. branch, Lever...