“Reach-Appeal” collage by Ralph Rambo, c. 1945

To demonstrate “Reach-Appeal” this collage includes a picture of Rambo and his wife Katherine looking at a cupboard full of cans and a grocery check signed by Katherine Rambo.  Before the prevalence of brand identification, the Muirson Label Company marketed its ability to create “reach appeal” for its customers.  The visual impact of the label would incline consumers – typically housewives – to reach for one product rather than another.  Though not a scientific approach to marketing, the concept of “reach appeal” seemed to work well for the Muirson Label Company.

Collage
Gift of William Rambo, History San José Collection