This test brought out another point about lace that required further experiment; it proved that to photograph lace actual size made it appear much wider and coarser than it really was. So to make the picture a truthful reproduction of the goods, and show it so that a woman could judge it correctly, it was found, after experimenting, that it had to be reduced about one-fifth or one-sixth.

Another mail-order house had difficulty in getting watches to look true to size. When photographed actual size they looked larger than they actually were, giving them a clumsy appearance. This is due to the fact that when the eye looks at a watch the effect of the light reflections on the rounded edges is such that the watch does not look as large as it actually is; whereas, when the case has been dulled with putty, or by whatever other means the dulling is done, the eye of the camera sees the watch full size and makes a flat picture of it. The house in question experimented persistently until it worked out the proper scale to photograph watches, a reduction of sixteen to fifteen, to make them look actual size.

If more attention were given to this side of the catalogue problem and less time were spent on elaborate retouching, until handkerchiefs, for instance, look as if they were made of tin, with scratches and nail punches for embroidery and eyelet work, sales sheets would have a healthier aspect.

Speaking of embroidery brings to mind the experience of one mailorder house in retouching embroidered handkerchiefs and napkins.

After spending many dollars on elaborate retouching and hand-tooling, without getting the desired result in the finished reproductions, the manager finally got disgusted one day, picked up a soft lead pencil and with it outlined the embroidery right on the handkerchief and photographed it, with the result that, without a cent spent on retouching the photograph or hand-tooling the plate, a reproduction was obtained that bettered anything the house had been able to get! People could see that embroidery, and that house never went back to the old method of retouching.

The manufacturers of a certain well known revolver found, as was reported in Printers' Ink some time ago, that there was one best angle at which to illustrate their revolver. They stumbled onto this fact after years of advertising and illustrating this revolver in magazine advertisements and catalogues. The expert mail-order man studies these things right away; he cannot afford to discover five years after he has added a new article or a new department to his catalogue that he has for years been falling short of the quantity of sales that he might have been enjoying all those years."

Put the loud pedal on quality and workmanship and then live up to your advertising'.Don't say, "I'll try Film next season," use Eastman Portrait Film now.

A Valuable Thing To Know Found Out By Accident StudioLightMagazine1918 140


By Geisler & Andrews New York, N. Y.