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
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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.
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Write
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Deed line Sunday Classified is at
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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.
Average weekly production
during June was 182,683,000
board feet, or 98.5 per cent of
the 1951-55 average.
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Wly bbc ctri inc. K JH
PRE-SELECTS:
WARM or COLD wash water.
HOT or WARM wash water.
7, 4 or 2- minute
washing time.
"HI" or "10" agitator and
spin speed in either cycle.
NuRMM."or"SnORr cycle
f 13,11.9 7 w 5 pis. tub fill
0d NEW "FLOTATION" RINSE
tlini nut.rincac Al I rnmnalitinn
wa aaiaw mmmm wiiitfwiiiiwii
Eliminates need for lint-filtering devices. Dirt
and lint are floated over top and down drain
before spin operation starts. During "power"
rinse, fresh water overflows tub with agitator
working removing every last trace of lint,
soap and soil.
Open
Wednesday
Nite
Till 9 p.m.
Trade
Now!
Terms
to
Suit
Penneys
i r
OPEN WEDNESDAY NIGHTS TILL 9 P.M.
ME IN
nun ii i
i 9, Less Homework for Mother with
l; wash 'n- wear plaids
E 3 little Pennay price for ma-
chine-washable Dan River
cottons, Dri Don finished to
4 jiffy-iron or get away with
I no ironing ! 7-14. 3-6x, 2.98.
3
98
"YoVsawme . J0M
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in LIFE Vf Jhf
WARM ORLON CARDIGANS
come thru suds true to size!
Penrtey's nifty thrifty orlon sweat
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blocking . . . never shrink, never
stretch. And they keep true to
their glowing colors, too! Sties 7
to 14.
Also sires 3 to 6 x 1.98.
3
98
Pretty little pretender . . .
looks 2-part, is 1 -piece!
Made of real fine famous
mill gingham plaid though!
Machine washable. 3 to
6x.
2.98
Bright young styling . . .
low Penney pricel Fine
combed gingham plaid
with adorable details,
flare-away skirt. Machine
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2.98
PEN NETS NEW BACK-TO - SCHOOL
NEEDS RATE
for clever styling ...
sound value . . .
quality to the last detail t
J - Vpifi J(l.J;rLd T fnl Mitt
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f r Terrific Penney Price for such
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Sizes 3 to 6x ,
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7 to 14, 3.98
Most likely to succeed In
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fall in Penney's bright
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225 E 6m St Medford
PSor 3-5433