© James N. Doolittle, ca. 1934, Illustration for Chevrolet

Starting in the 1920s American consumers went from a commercial world of white towels and black Model Ts to a range of products with a fantastic palette of hues from which to choose.

Margaret Bourke-White explained that color posed “a great element of chance, as many unexpected and peculiar things can happen” and cautioned photographers to oversee the color process with printers to ensure faithful reproductions.

As more magazines began to print in color in the 1930s, advances were made in the capture and reproduction of color images—with the aim of controlling prints so they matched the original transparencies, and the objects they depicted, as closely as possible. (+)

From “The High Art of Photographic Advertising.” More pictures and info here.