A Picture of Health

Some of the American companies using trade cards to advertise their products made a considerable financial investment for the creation of customized, beautiful, high-quality, eye-catching designs. There must have been considerable expense involved with these custom creations, to get just the right look, convey the right message, etc. This trade card for Wells' Health Renewer, for example, conveys a clear message to the female consumer: this product will give you health.

Notice that the card is done in pleasant pastels - pink (to match the young beauty's rosy complexion) and powder blue (to match her eyes) - soft, soothing, and reassuring.

The graceful waves and flourishes on the words "Health Renewer" compliment the swirls and twirls of the young woman's flowing blonde hair.

She's framed by a delicate lace headdress, adding a message of purity to her portrait. The veil, along with her, earring, pearl necklace, and gold locket hint that she is dressed and ready for some social occasion. The gold locket might perhaps hold the picture of her beloved? In fact, the image may be of a young bride, about to embark on a lifetime of wedded bliss, a fairytale ending which was only made possible because her life had been saved by Well's Health Renewer.

The Renewer was a medicine to soothe nervous stomachs and to give strength and vigor to the system. What better stuff for a blushing bride on her wedding day?

The card back carries quick messages about Wells' other products, leaving the front of the card to convey everything women needed to know about the Health Renewer. The Wells company was apparently satisfied and confident that the card front's message about the Health Renewer was effectively conveyed just through the use of design and color. I think that's pretty amazing and a sophisticated piece of advertising.

On another Wells trade card we have a glimpse at someone who may have been this bride's counterpart - the man of her dreams. I'll share him with you tomorrow!