The first color striped package design was created specifically when Polaroid color film was introduced into supermarkets in 1968. Peter Wensberg, ad vice president at the time, insisted on a strong colorful box that would appeal to shoppers as well as look good in television advertising, now being transimitted in color. [This is also the introduction of the Polaroid Colorpack, a one-piece plastic camera at low end pricing that offered instant color photos. The Colorpack was the brain child of Stan Calderwood, who was now Executive Vice President of Polaroid Corporation. He shared this exalted role with William McCune, whose background was in engineering, and who prevailed over Stan for the role of President when Edwin H. Land stepped down as CEO. This event would take place in the not too distant future.] I remember that there was a good deal of pressure for a film package with a four-color process photo of something on it. Wensberg, his assistant Ted Voss, Design Director Bill Field and I discussed it and I can remember being relieved to find that both Bill and I were of a mind to avoid the pretty picture. It was hardly a unique solution and could be done better by others (read Kodak here inasmuch as they were committed to producing instant film) and since Polaroid would not add to the shop cost of the products by upgrading the quality of packaging board and print production. I also created a way of illustrating the product on end panels that would not suffer from the limitations imposed by the printing process of flexography. I'll show examples of these illustrations in subsequent postings. It’s not possible to describe a step-by-step scenario that led to the final design. Bill and I just kept trying to find something that would please us enough for him to bring into a meeting with Wensberg and Calderwood. I had already been thinking of color and design as a corporate and/or product flag, as I did for Polaroid Sunglasses, for instant recognition by consumers at point-of-purchase where they might have only a fraction of a second to fall in love at first sight -- in a manner of speaking, to be sure. I began with blank folding box dummies supplied by Champion Paper Box, who was Polaroid’s longtime supplier. When I had something I thought still looked good the next morning, I brought it up to Cambridge for an informal evaluation. With Bill that took all of a couple of minutes because he was a quick study and decisive. Eventually we settled on six color stripes for Polacolor film and Colorpack camera boxes, and seven gradations of black ink for black-and-white film. These packages will be shown in the next post. We added another color stripe or band for the cover design of the 1969 annual report shown here.