The Power Of Colour


By the 1830s some colour adverts,in the form of chromolithographs, were being tipped into the more expensive magazines. This technique overcame the problem of injecting colour into publications which were printed in black and white. These colour sheets coincided with the development of branded goods, mainly foodstuffs and patent medicines, soaps and cosmetics. This practice reached its height between 1890 and 1910, when cheaper processes, such as half-tone and photogravure, came into fashion. The 'chromos' are the most desirable, but even later inserts are collectable, depending on subject and design.

Tradesmen's price-lists date from the late 17th century, but anything in this field prior to 1800 is rare. Most of the 18th century examples deal with millinery, haberdashery and clothing accessories, often incorporating miniature fashion plates. Price lists in the form of small booklets or folding sheets became fashionable from about 1830. Brochures became commoner after 1870 when cheap printed matter postal rates were introduced. From 1900 onwards they were much more plentiful and their value depends on subject and scope, content and presentation.

Trade calendars date from the mid-19th century and originally consisted of special sheets of wrapping paper giving a six-months' calendar with a display advertisement covering the summer or winter season's goods. Whole-year calendars, given by tradesmen to their best customers, date from the 1890s. Early examples (to 1920) are much sought after. From 1920 to 1950 trade calendars varied considerably in quality, but tend to be rather utilitarian in design. From 1950 onwards, calendars gradually became much more decorative and some (e.g. Pirelli) attained the status of an art form in their own right.