The Challenge of Style

Abstract

The narrow definition of style, characteristic of a work of art, is here enlarged to embrace the style of all human activities; it is considered in some detail as it affects industry, particularly the chemical and pharmaceutical industries. As essential elements of good style, moral responsibilities, appropriateness of actions to avoid wasting of natural resources and clarity to achieve near-perfection of design, are defined and discussed. In an appendix, the author states the guidelines for his own company, as they were laid down in 1975.