Items related to The typography of advertisements
Synopsis
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. 1911 Excerpt: ...one should see that the same harmony is preserved between type and rules where the latter UHHNBIM I TIEMANN-MEDIAEVAL I MIT SCHMUCK UND INITIALEN j NACH ZEICHNUNG VON PROR WTIEMANN Wie unfere anderen bekannren SnSriften wird auch diefe fldi Bahn bredien da fie jederverftandnisvolIgefetzren,gutgedrucktcn Arbeit ein vornehmes Ausfehen gibt. Die mitvielenAnwendungenausgeftatrere Probe fenden wir an Kaufliebhaber umfonft"---_ Ganze Budidruckerei=Einrichtungen ftets auf Lager. GEBR.KLINGSPOR OFFENBACH A.M. Fig. 34.--Advertisements from a Swiss publication. Each one illustrates harmony of tone between border and text. are used in the advertisement, either for underscoring lines or dividing lines or groups of type. The rules and type must be of such weight or color that neither THE HENRY O. SHEPARD COMPANY PRINTERS AND ENGRAVERS Cfce belOon printing Company HIGH-CLASS PRINTING Fig. 35.--Here the rules harmonize in tone with the type underneath which they are placed. will overshadow or " kill" the other. This is a most important feature. Where a complete tone harmony is preserved, rules used in connection with type are very effective, and much is added to the general appearance. Where this tone harmony is lacking, however, the rules would better be omitted. In Fig. 35 are shown illustrations of type and rules which harmonize with each other, while the examples in Fig. 36 illustrate the lack of a proper harmony. In the former group the Booklet Printing a Specialty We Make a Specialty of the Finest Catalogue Printing Commercial Stationery and Booklets Printers: OEngratiers: Designers Fig. 36.--This illustration shows the lack of unity between type and rules when tone harmony is not considered. various rules are of such weight or color that they seem a ...
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