From the course: Universal Principles of Design
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Waist-to-hip ratio
- [Jill] Hi, I'm Jill Butler and this is the Universal Principles of Design. In this movie the waist-to-hip ratio, where all curves are not created equal. In 1915, frustrated by imitators and wanting to stand out from the crowd, the Coca-Cola Company budgeted $500 to develop a new, unique bottle. About 10 U.S. glass companies accepted the challenge to create a bottle so distinct that you would recognize it by feel in the dark or lying broken on the ground. Employees of the Root Glass Company were inspired by the striations and bulging middle of the cocoa pod. The shape of their bottle was also influenced by the hobble skirt, a fashion fad at the time. The design of the bottle was refined, the resulting submission was the clear winner, and a design classic was born. This new Coca-Cola bottle became known as the contour bottle. Raymond Loewy, the father of industrial design, described the contour bottle as, "the most perfect fluid wrapper of the day and one of the classics in packaging…
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