Ladislav Sutnar : Sweets Catalog promo design

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What? Why? How? Essential Product Information – Sweet’s Catalogue Service
©1942 Design by Ladislav Sutnar

Sweet’s Catalog Service provided catalogs of building and plumbing supplies to architects and contractors. Ladislav along with Knud Lönberg-Holm were responsible for presenting the information within these catalogs in a clear, concise manner.

The promotional, folded sheet above explains the need for easily accessible product information especially during times of war (this was written in the midst of World War 2). As Sweets maintained, providing essential product information in an effecient way could eliminate waste and speed production:

The increasing need for speed in war production is reflected in increasing demand for product information.

In order to be useful such product information should be comprehensive, concise, coordinated

Prefiling of catalogs has been developed as a means for controlling the flow of essential product information

Beautiful layout, far ahead of its time.
For further reading, I suggest Steven Heller’s article Ladislav Sutnar and Knud Lönberg-Holm

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