Modern Type Display; A Manual in the Selection and Use of Type & Ornament for Printers & Advertisers

Modern Type Display; A Manual in the Selection and Use of Type & Ornament for Printers & Advertisers

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This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1920 edition. Excerpt: ... Associated Advertising Fio. 13. contour indicates it quite dis-tinctly; margins, if sufficiently wide, safeguard it completely; but when the margin is not of sufficient strength--and it is quite necessary to preserve unity--then a border provides the final chance. In addition to the general effect of unity which the use of a border largely insures, an effect which is necessary if the form is to be wholly pleasing to the eye, a border serves the very practical purpose of clearly defining the limits of comprehension. It helps to keep the eye from wandering to other parts of the page, exerting a strong tendency to force the eye within its enclosure. In addition, a border offers great possibilities for providing an advertisement with individuality, while adding strength and stability to the form. It is safe to say that in the great majority of cases, even where other qualities such as symmetry, contour and margins tend to provide a sense of unity, a border of plain rule will help to make it more certain. Here, indeed, rules find their greatest usefulness, the advantages they afford justifying their almost general use as borders for advertisements. Although rules do not provide the element of ornament to the extent that decorative borders do, and while they do not present the same opportunities for lending atmosphere to the piece, their use is not attended with the dangers that accompany the employment of their more ornate brothers. Rules can be used with propriety and to good effect with every style of type, except, perhaps, the decorative texts, which are little used in general displaywork, whereas decorative borders must have characteristics in common with the type they enclose, besides harmonizing with the nature of the more

Product details

  • Paperback | 54 pages
  • 189 x 246 x 3mm | 113g
  • Miami Fl, United States
  • English
  • black & white illustrations
  • 1236629981
  • 9781236629982