AIGA Graphics in Packaging 1958

Let us be clear: Die-cutting something on/out of a softcover is a stupid idea. A hole in the middle of a cover is asking for it to get caught on something and torn. It’ll look cool for a second and people will say, Oooh. Neat. But don’t. In this instance (by which we mean the book we are meant to be describing) diecutting a packaging form into the cover of a book about packaging was a neat idea, but in practice it’s just an F.U. to the reader. What would have otherwise been an excellent and useful reference is instead a terrifying experience as one struggles to keep the packaging form intact while looking at what’s inside the book. It was destined to fail. Still, an uncommon thing from the collection of Steven Heller and a good resource both for its content and as an example of what should never, never, never, never be done.