Otto Storch (1913-1999) was an American magazine art director and advertising photographer who changed the game in the editorial design industry. He is most recognized for his work as an art director at McCall’s magazine, where he worked for 14 years. Things were not going so great for McCall’s when Storch arrived, their ad revenues were declining and no one was buying copies. Because the magazine had nothing to lose, they allowed Storch creative freedom. He took advantage of this opportunity, taking design risks and creating experimental layouts. His work influenced and revamped the look of American magazines in the 50s. Magazines were hot again!

I love how he’s going all out with the type here, while also integrating it into the photograph. You can see he’s throwing it back to 19th century wood typefaces, which wasn’t trendy at the time. Bold move, Storch. But this paid off, because people started using those wood typefaces as well, to the point it became cliché!

The reflection of the photograph to the type is brilliant. Definitely eye catching.

I love this corn spread. The giant corn looks delicious and Storch matches that beautiful yellow corn colour with the headline. Each letter of the headline looks like a little kernel, cute!

Sources:

http://westread.blogspot.com/2011/08/otto-storch-and-mccalls-fifty-years-ago.html

https://search-credoreference-com.ezproxy.capilanou.ca/content/entry/thgraph/storch_otto_1913_99/0