Regina Lee Blaszczyk

Visibly Invisible: Color in Modern America


Ferrum 90/2018 

Color is the perfect subject for historians seeking to explore relationships among technology, modernity, and the culture of consumption. The history of twentieth-century color is full of intriguing personalities like the Fashion maven Margaret Hayden Rorke, a pioneering color forecaster who directed the Textile Color Card Association of the United States, and alluring visual materials like the product advertisements that dominated magazines such as the Ladies’ Home Journal and the Saturday Evening Post in mid-century America. As historians of technology, it is our remit to connect these historic actors and artifacts to important themes that can enhance public understanding about consumer culture and everyday life.


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