O vkusu, světle a barvách – Veselý Vilém (2025)

According to Baťa's philosophy, the customer always deserves the best, whether in the form of quality goods or services with which any goods are offered to them. However, quality does not only lie in the functionality or value of the product, but is also strongly influenced by the overall aesthetic impression that accompanies the entire sales process. The environment in which a person lives, works, shops, and spends their time significantly affects their perception of themselves and the surrounding world. It has a fundamental impact on everything that arises within it. Tomáš Baťa was fully aware of this fact, which is why he paid extraordinary attention to the aesthetics of stores, advertising texts, posters, and advertisements. All these forms of communication with the customer played a key role in building a relationship – and determined whether the customer noticed the company and whether they remembered it.
The promotional department of Baťa thus played a crucial role. In addition to creating advertising materials, it also produced numerous internal guides on how to conduct advertising effectively, functionally, and aesthetically. Among these materials is a brochure by Vilém Veselý, a long-time employee of the promotional department, which was first published in 1939. This brief but valuable guide addresses the aesthetic perception of lights and...