designtoandfro.com

When it comes to design during the holidays, nothing seems to speak more about Christmas than the 1950s. World War 2 had ended and the United States’ baby boom was in full swing. It translated into an increase in manufacturing, birthing an age of advertising to help “educate” the 79 million new babies and their parents. In fact, the decade between 1950 and 1960 would see a an annual spending increase of approximately 6.3 billion dollars.

1950 Christmas Advertising

And while the 1955 religious magazine Christianity and Crisis lamented the pressure on Americans to “consume, consume and consume” it did provide the framework for eye-opening works on consumer psychology, namely that of Vance Packard, who wrote the best-seller The Hidden Persuaders in 1957.

In the marketplace, Packard explained, consumers frequently had to choose among a wide variety of competitors offering essentially the same product. There was little reason to prefer one detergent or brand of peanut butter to another. Motivational researchers—experts in human behavior such as psychologists and sociologists—were consulted to discover hidden sources of appeal that advertisers could exploit. On the advice of MR experts companies redesigned packages to take into consideration the psychological effects of color; and they changed their advertising to include appeals to such powerful subconscious motivators as sexual desire, the fear of death, and the need for security. Packard quoted one advertising executive: “The cosmetic manufacturers are not selling lanolin, they are selling hope.… We no longer buy oranges, we buy vitality. We do not just buy an auto, we buy prestige.”

Advertising and consumer commentary aside, I wanted to spread a little cheer this holiday season with a more personalized greeting. So with a sampling of 1950s typography and context…came up with this little bad boy: “It’s good to be a little naughty sometimes…” If you didn’t get one, my apologies, send me your address and I’ll be sure to include you next year…