I think it's interesting that Gum Inc may have attempted to colorize their photos two years in a row and scrapped the idea both times.
One thing that they have going is that they really do seem to be two different attempts, as they look different enough from each other. If the coloring process looked the same both years it would be much more suspect to me.
The color on the '39 looks better then any of the '40s you've posted before. So, there is a possible scenario that they were testing different processes long before they (Bowman) produced the first full color photo baseball cards in 1953.
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