#oldstocknewprices [ #KAUFFER (Edward McKnight) (Attributed to). Shelf APPEAL TWO SHILLINGS DECEMBER 1938. Original cover/poster design. 30.5 X 23 cm. image, 56 x 38 cm to paper edge, abstract design and titles outlined in pencil and in coloured gouache on black construction paper, probably unpublished, unsigned. N.p., n.d., 1938. £45.00 The provenance is a trifle shaky relying on this cataloguer’s memory from over a decade ago, when this was acquired, that this beautiful drawing came from a portfolio of similars labelled “Kauffer”. Image crisp and clean, edges of paper with light wear and nicks. The cover for December 1938’s issue of the pioneering and influential packaging arts and industry magazine was by #PeterRay . Other cover artists and #graphicdesigners who worked for Shelf Appeal, and often appeared in it, included #Ashley, #GAMorris, #LazloMoholyNagy , #TomEckersley . Shelf Appeal was focused on a new class of professionals who designed the increasing amounts of promo and packaging material and forged ‘brands’, via #eidetics and typography, to market and sell stuff to consumers. #edwardmcknightkauffer #MCK #mcknightkauffer #modernism #shelfappeal
