McDonald, Sterling (illus).
Chicago. Valentine-Seaver. 1940.
Brochure, color illustrations, 21 1/2 x 16 1/2 inches, folding as issued into 5 1/2 x 8 1/4 inch mailer. Postage stamp and ink address to cover, a few short edge tears; good, clean condition. This folded mailer for Valentine-Seaver furniture addresses the agony associated with color selection when decorating. On a two panel fold-out a distressed woman is pictured staring at wallpaper samples. The text on the page states: "Why let your color schemes disturb you?" The reader is assured "You can solve all your color problems quickly and easily and know the color schemes are correct and livable." The key to this bliss is the Valentine-Seaver Color-Blend Selector, pictured on the four panel fold-out that follows. Propped on an easel is "the Wonderful New Color Selector Prepared by Sterling McDonald, Pres. & Dir., Institute of Interior Decoration--and now in use at leading Universities and Art Schools." Various pointers attached to a color-wheel, when revolved, solve the thorny problem of arriving at "proper and correct" color schemes. (McDonald is better remembered for designing, in the 1930s, luxurious interiors for Union Pacific streamliners and the unparalleled Santa Fe Super Chief.) The mailer, when fully opened to eight panels, is a poster sized 21.5 x 16.5 inches. Shown are five three-piece furniture groupings priced from $157 to $216. These are "color blend" groupings designed "for perfect living room color harmony." This is an intriguing and decorative ephemeral item in good condition, engagingly designed for maximum visual impact. Item #47356