For the most part, however, menu decoration followed the art movements of the time. The highly decorated late 19th century menus, which were influenced by Victorian art, gave way to modern art in the 20th century. Developments with graphics and printing allowed distinctive menu cover art. By the 1930s, the menu was seen as a part of the restaurant's plan to create a memorable meal. It could develop an appetite, tell a joke, explain a food item, create a mood, tell something of the history of the restaurant, and, above all, sell some food. Restaurant trade publications encouraged the use of the menu as part of the business strategy, and the National Restaurant Association promoted effective menu graphics in its annual competition of best menus in the nation. Its guidelines for judging included (One) originality. (Two) legibility, (Three) ease of handling, and (Four) sales effectiveness.