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About Medford mail tribune. (Medford, Or.) 1909-1989 | View Entire Issue (Aug. 21, 1956)
8HC MEDFORD (OREGON) MAIL TRIBUNE Tuesday. August 21. 1956 Intelligent Use of Color Key Factor In Modern Merchandising, Expert Says New York U.Ri It's next to impossible to sell red socks in New York, red-handled tooth brushes to the rich, or a black car in boom times. These are some of the con clusion of Howard Ketcham, a color and design engineer, whose unique color whirls have boosted the sales of everything from whiskey to groceries. Ketcham in an interview with the United Press, said the "in telligent use of color is a key factor in modern merchandis ing." He said the great majority o Americans are "impulse buy ers." The head of the consulting firm of Ketcham, Inc., said psy chological factors also play an important role in people's re sponse to color and illumination. Sales Spurt Nationwide surveys of color preferences have revealed that bright colored cars are the most in demand in prosperous times, while sombre-hued autos are in greatest demand during bad times. For restaurants and bars faced with sluggish business, Ketchtm recommends walls with a spe cific shade of red or orange. He explained these colors tend to induce a "persistent" thirst in customers. Ketcham was retained recent ly by a big telephone company to spruce up their olive drao telephone booths. Soon after the paint job. the company re ported a 600 per cent jump in revenues. Stripes Guide Customers A chain store recently sought hia services to doctor listless sales. Ketcham toured the firm's stores and suggested it tone down the elaborate decor, which he figured was scaring off cus tomers who assumed the stores must be very expensive. They took his advice, and sales spurt ed almost immediately. He said one psychological col or gtrategem has paid big divi denta in supermarkets. By painting broad colored stripes on the floors, persons are un consciously lead to items on which the store makes its big gest profits. The impact of color has some far-reaching effects, he said. He recalled that a bridge in London which had an alarming rate of suicides was repainted from black to green. The number of jumpers declined 33 per cent. City Manager Says Population Growth Big Problem in Planning Use Tribune Want Ads Easy, Just Dial 2-6141 By 1970 it is estimated the country will have 63 million more people and Medford will get its snare of that number, ac cording to City Manager Rob ert Duff, guest speaker Monday noon at the Jackson County Chamber of Commerce Round table session in the Jackson hotel. Duff discussed development in areas recently annexed by the city of Medford. The biggest problem in plan ning the city will meet, Duff ex plained, is the eventual rise in country and city population. To accommodate the antic ipated growth, the city has been working with the county plan ning commission and consultants, Duff said, adding progress has already been made in water, school and sanitary facilities. Plans Intensified During the last three years, he said, the city has intensified plans to expand its boundaries. One hindrance in expanding housing and recreational facil ities in Medford is that most all property in Medford has been built on. The largest area to be annexed was the Southeast Medford an nexation, annexed at the begin ning of this year, which included about 1,100 acres, he said. The City Manager noted several ac complishments in the water department since that annexa tion. Since the first of the year, he said, the water department has planned the installation of 16.200 feet of water mains. He said 8.000 feet of this has al ready been completed and about construction. Cost Estimated These water main projects will cost the city about $92, 000, Duff pointed out. About $31,000 of this amount has been paid. Within 90 to 100 days water main installations will be completed in the Southeast Med ford annexation area, he said. Presently, work is being done in the Verde Hills area. The Southeast Medford annex ation area is mostly undevel oped, he explained, and will give the city an opportunity for long range planning. He commented that the annexed Laurelhurst area is an example of an area being developed without plan ning. He said in some cases in that area porches had to be re moved to make room for side walks. In the Southeast Medford an nexation area many churches and schools have plans of build ing in that area. He said that it should be a very "high class" area in the future. Other Progress Other progress has been made in the Wilson park development and counti'y club manor sub division where water mains, sewer lines, curb and paving projects have been started. Duff stated that it is expen sive for the city to annex these and other areas but that in the long run it will be cheaper from an overall point of view. He said that when areas not in the city limits use poor planning in developing, it costs the city more to alter sub-standard building and modify dead-end streets 2.000 feet is presently under once these areas are annexed. Ike Backs Ban on Visits to Red China Wasington (U.R) President Eisenhower has thrown his full weight behind the State Depart ment decision to deny passports to American newsmen invited to visit Red China. The State Department an nounced the President's decision today following the disclosure that three reporters plan to make the trip behind the Bamboo cur tain with or without passports. The department Aug. 7 declar ed that it would not issue pass ports to 15 newsmen who receiv ed invitations from the Peiping regime to visit Red China. But leading newspapers and news agencies, including the Un ited Press, protested the ban on the grounds it would infringe the rights of newsmen to get the truth wherever it may be. Lumbermen Complain Of Decrease in Orders Bend (U.R) A decrease in lumber orders, said by Oregon lumber mill operators to be the result of tight credit, has been brought to the atteniton of Treasury Secretary George Humphrey in a letter from Rep. Sam Coon (R-Ore.). Coon said that many Oregon lumberment have complained to him about the situation. He quoted the lumbermen as saying that it is caused by a serious lag in home construction. Suspect in Portland Death Said AWOL Portland U.R) A 25-year-old man charged with man slaughter in the death of a 62-year-old man in a tavern alter cation here Friday night, told police yesterday that he is an Army sergeant AWOL from Ft. Benning, Ga. He said that his real name was William Sheridan Mahoney and gave his home as Boston. Earlier he had told police he was from Seattle and gave them an other name.- Mahoney was bound over to the grand jury yesterday on a charge of manslaughter in the death of Charles Sanders who died as a result of a fractured skull and brain injury some 36 hours after the altercation. Mahoney told police that he had picked the name from birth announcements in a Seattle newspaper. At the time of his arrest Ma honey claimed to be Richard D. Mitchell, 26, Seattle. Read and Use Classified Ads . . . The community s tjieitni ftlai netplace Direct Argentina NUTRIA Imports Available All Mutation Colors WHOLESALE PRICES Us id l property to raise this profitable fur-bearing animal. Write NUTRIA IMPORT, INC IS N. 8th West Salt Lake City, Utah Deed line Sunday Classified is at noon Saturday: 10 a.m Monday for Monday; other days 5:30 orevious day. Jackie Johnson Wins First in Talent Show Jackie Johnson, singing an or iginal song, was first place win ner Friday evening in the am ateur talent show sponsored by the Junior Chamber of Com- Lou Thurston placed second for a tap dancing act and Sandy Sanner placed third for a record pantomine. Each of the winners received a large trophy with each of the other 33 participtants being awarded a loving cup. Twenty-three acts were pre sented to approximately 150 persons who attended. This is the first year the talent show was presented. It is planned by the sponsoring group to make it an annual affair as it was reported well backed by the local business men. Douglas Fir Production, 148,759,000 Board Feet Portland .U.R) Douglas fir region sawmill production aver aged 148,759.000 board feet per week last month, or 80.2 per cent of the 1951-55 average, the West Coast Lumbermen's Association has announced. 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