Slapped on wooden boxes and shipped around the world, the bright and bold graphic designs on California fruit boxes eventually attracted attention as much for the for the art as for the produce. A good label, said a 1924 edition of Blue Anchor Magazine of the California Fruit Exchange, was one that would “dignify the pack” — it must catch the buyer's attention, bringing the product to mind.Nearly all paper labels were produced by San Francisco's tremendous lithographic industry, the first labels being created by superimposing up to six, even 12, separate colors, one after the other, to form a single image. The images in the De Young collection date from the 1930-1940’s. Created by anonymous artists, the designs still represent some of the best advertising art of the last century. They presented California as the golden state, overflowing with Nature’s bounty, warm, healthy and prosperous. During the cold and fearful years of the depression or the storms of the dust bowl, California must have seemed like Paradise.
Information from : http://www.boxofapples.com/about.htm
Images from the De Young image base – all items part of the Auschenbach collectionMore images up at: http://www.examiner.com/x-13996-SF-Museum-Examiner