AUTOS: Keep It Simple

The U.S. consumer has done a complete and almost unnoticed turnabout in taste recently. So Researcher Louis Cheskin, director of Chicago's Color Research Institute, this week told the Advertising Federation of America. Said Cheskin: The entire attitude of the American people towards "ostentatious ornamentation" has changed drastically in the last few months, especially in cars. "As recently as last year, our tests showed that people reacted favorably to elaborate ornamentation, gaudy color combinations and chrome trim on cars and other steel products. The recent studies show that people are reacting unfavorably...

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