THE BLOTTER
Page 131
Business cards and blotters-Less restraint and dignity-Coarseness should be avoided-No longer an experiment-Advertising values-The size-Enameled surfaces-A model typographic blotter with calendar-Treatment should be simple-One design of type-face-Blank space liberally distributed-Natural freedom-Most blotters contain too much type matter-Relief from sledge-hammer advertising-Blotter for personal checkbook-Good taste-For a convention-Pleasing factors-Strong contrasts-Reading the message as the signature is blotted-Masculine treatment-The character of an architectural panel-Pleasure in using-Material that is used and material that is not used-A model of good taste in blotter typography-The test of time-A neat, refined arrangement-The use of large type-The narrow way-Gray features-A touch of appropriateness-Other features.
POSTERS, CAR CARDS, WINDOW CARDS
Page 135
Poster printing a specialty in large cities-Type equipment well selected, but not elaborate-Blend of type-faces-Standard job faces duplicated-Sizes of posters, car cards and window cards-Color and lettering-What the poster should be-Viewed at closer range-Typographic effects in poster printing-A poster that measures up-A study of composition-Contrast of color-Card in conversational style-Using types in a sane, simple manner-Strong simplicity-Refinement in theatrical printing-A strong poster in gothic and "secession" border-Making the typography appropriate-Shakespearean typography-Decoration reproduced from original sources-Usefulness of a library of books-A hanger in one size of type-The Colonial style of type arrangement-Why cardboard is used-Suggested arrangement for excursion card-Printers and poster printing-The best sale-bill compositor in the country-Work should be done profitably-Poster printing on a large scale.
ADVERTISEMENTS
Page 139
Advertisements, business men and printers-Blame for ineffectiveness-Treating the advertisement typographically-Study of good type work, advice and judgment-Oratory-A good speaker and a good typographic advertisement-Print too small or too large-Bluntness and forcefulness-Decorative attractiveness-Emphasizing significant parts-The difference between setting type with a stick and setting it with the head-Assuming a new formation-A multiplication of small advertisements-Easily read, conversational style of advertisements-Not much to say-Popularizing zinc-A well-treated signature-One of many clever advertisements-A peculiar department-store advertisement-Problems of the country newspaper-Typography influenced by the article advertised-Text types in advertisements-Harmonious suggestion-A long list of cities and agents-Selling costly automobiles-Suggesting Roman architecture-Text group in upper right corner-Little display-Blank space well used-Interesting country-newspaper advertisement-Classified advertisements well displayed.
NEWSPAPERS
Page 147
Neutral gray-Building suitable and harmonious typographic form-Problem simpler in early days-The ideal newspaper-The title-Distinctive in design-Text letters-Using the ends of titles-Slogans and quotations-Date lines-The text-Small type-Narrow columns-Lengthy excerpts indented-The headings-First newspaper a letter and not set off by headings-Side headings-Wars developed display-Advertising the contents-Condensed type necessary-Harmonious type lines-Italic to overcome monotony-Paneled headings-A four-deck single-column heading-The make-up-A good-looking newspaper-Alternating large and small headings-No advertisements on front page-Position of article of most importance-Paneled news-Editorials-Usual position-The sporting page-Building advertisements from the lower right corner of the page.
PERIODICALS
Page 151
Making publications attractive-Letterer and decorator-Circus poster type-The poor always with you-Many periodicals good to look at and easy to read-The dimensions-Nine by twelve inches a favorite with technical publications-Three groups for magazines-Growing larger-Pocket magazines-The front cover-Paintings-Decorative designs-Paid advertisements on the front cover-Appropriate views in halftone-Columns-Number decided by size of type-Wide columns strain the eyes-Gutenberg used two columns-Small type in very wide measures-The margins-Proportions as in good books-Good margins spoiled in bindings-Type-faces for the text-Chosen for legibility in small sizes-Separation with one-point leads because of lack of descenders-Difference in type-faces printed on coated and antique-finished paper-Lines need to be separated by leads-Should be well-formed as well as readable-Thin lines should be cut a trifle stronger-Type-faces for the headings-Same design as type for text matter-Desirable, but not always possible-An instance-Large, black headings should be avoided-Slightly decorative panels-Editorial headings and titles-Make-up of the illustrations-A background of gray-Well balanced-Text matter between illustrations-Same style on facing pages-Arrangement of headings-They sell the contents-A well-advertised story-The captions-Centered under illustrations-In two parts-Lines of same length-The editorial pages-No standard style-Unlike other reading pages-Features-Verse in italic-Restraint necessary-The advertisements-Bold types overshadow text pages-Good taste-Not to be mingled with text matter-Treatment need not be timid or blustering-When advertisers are best served.
HOUSE-ORGANS
Page 161
Little brother of the periodical and newspaper-Smallest and largest dimensions-Favorite sizes-Self-covers and covers that are separate-Not many pages-Published regularly-Titles-Number of columns-Margins-Type-faces-Headings-House advertising-Illustrations, descriptions and prices-Mistake to use dark types with illustrations-Ideal typographic treatment-Useful and informative-Light matter to maintain interest-Features-Borders and initials-Almanacs-House-organs on blotter stock-In newspaper style-A western printer's expression-Specimens of actual work-Too much copy-Loose inclosures should not prove a nuisance-Return post cards-Postal regulations.
TYPE-FACES
Page 169
Type-faces not easily remembered-Naming and numbering-Six representative standard Roman type-faces-Legible and good-looking and possessing character-Caslon Oldstyle-Scotch Roman-Cheltenham Oldstyle-Cloister Oldstyle-Bodoni Book-French Oldstyle-Private type-faces not considered-Permanency and investment-Cloister Oldstyle based on Jenson's Roman letter-Not the first Roman type-Caslon Oldstyle-A historic American type-face-Approved by good printers as the best and most useful Roman face available-Difficulties in machine composition-Not an entirely new Roman letter-Story of its designing-Ill-treated by modern founders-The revival-Bodoni Book-Refined and legible-Its history-Modern ideas of improvement-Scotch Roman-The link connecting the graceful old-style and the severe modern Roman-French Oldstyle-Capitals especially pleasing-Cadmus, the Mayeur letter-Cheltenham Oldstyle-Designed in America and developed into a numerous family-The space above the line emphasized by long ascenders-Used for narrow booklets-Capitals awkwardly large-Development of the Roman type-face-In the beginning Roman letters were in capitals only-Lower-case letters in formation-Black Letter and White Letter-Jenson fortunate in the selection of a model-Comparisons-A change in form-Moxon's drawings of the alphabet-Made into type-Baskerville's types rival Caslon's in beauty-Bodoni threw typography out of gear-His types not so dressed up and finished as at the present time-Modernized Oldstyle-Characteristics of Roman type-faces-The serifs-Has a decorative quality-Oldstyles and Moderns distinguished by serifs-Thick and thin strokes-Makes lettering interesting-Their distribution-Characteristics of pen-made letters-Ascenders and descenders-Beauty in the strokes-False logic-Proportion of letters-Old Roman capitals as models-Uniformity in width revealed in typewriter type-Legibility of type-faces-Type matter should be easy to read-Tests for legibility-Printing on a hard-finished paper and a soft-finished paper-Decided contrasts tire the eye-Lower-case more legible than capitals-Space between lines necessary-Space between words-Advantage of close spacing-Possible in machine composition-Words more easily read than letters-Group of words almost as easily read as one word-Length of line-Recommendations-Size and kind of type should be considered-Measuring one and a half alphabet-Technical and optical reasons-Testing newspaper types-Approved type sizes and leading-Dr. Cohn's measurements-Italic types-The mate of Roman types-Was first cut by Francia for Aldus-Not merely an inclined Roman-Moxon's Italic letters, including Swash capitals-Text faces-Fashioned after Black Letter writing-Other names-Block types-An unfinished Roman letter-Poster rendering in black tones-Bold types-Many could be dispensed with-Ornamental types-Types for special purposes-The influence...
