Direct Advertising and Sample Book of Standard Mill-Brand Papers, 1921, Vol. 8 (Classic Reprint) - Hardcover

Brad Stephens

Hardcover

ISBN 10: 0265813468 ISBN 13: 9780265813461

Publisher: Forgotten Books, 2019

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Excerpt from Direct Advertising and Sample Book of Standard Mill-Brand Papers, 1921, Vol. 8

Throughout the work of Draeger Freres is to be noted an intense enthusiasm for decorative and pictorial effects, the glamour of color and bizarre arrangements that are in thoroughly good taste and expressive of the French attitude. The use of plain typography and typographic decoration and ornament is quite foreign to their scheme of work. It is in these matters that their work is less excel lent than some of our own. It would seem that in an exuberance of spirited decorative and pictorial arrangements the type was left to look after itself as of secondary or less importance.

This is interesting in showing that after all more designers succeed in making interesting pictures and decorative schemes than achieve in the arrangement of type and use of typographic deco ration. Distinguished type arrangements are scarce and their achievement quite as much of a fine art as the painting of a picture or the making of an engraving. Subtleties of sizes and Spacing are determined by fine instinct or inspiration rather than through training.

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