Just Puttering Along

“Why talk about risk in that context?” Kiger wonders. “David Ogilvy made studies of negatives in advertising, like saying a food product ‘contains no arsenic.’ Mentioning risk like that is always a mistake.”

The Hart Aviation catalog, says Kiger, “is the antithesis of the King Catalog, graphically.” In its 80 pages, Hart lists most of its products by model number, with virtually every item photographed and laid out in columns. Mostly black and white, Hart does not even put color photos on all of its eight color pages.