Title, Year

The Great Lost Opportunity for Sales, 1954


Ladislav Sutnar (1897-1976)


Sweet's Catalog Service, USA

Size (h x w), Language

12 x 8.5", English

In this advertisement (from a series of 4), Sutnar uses pictograms to communicate the importance of effective catalogs in getting new business. The copy reads: “The easier you make it for people to buy your products, the easier they are to sell”. From 1941-1960, Sutnar re-shaped Sweet’s visual identity and corporate communications,  designing everything from trademark, industrial catalogs, advertising, internal publications, printed collateral, bindings and more.