The principles of advertising arrangement . lOO OiBI I Bm BDI JIQQDC JIBBIDt 1 QIQQ fthan the objects shown on them,you will realize why a man canwear a redder necktie than coat—because of the area of is why a small piece ofpottery on a mantel could bebright red, or blue, or yellowand not ofifend you, while a wallpaper the same color would beunbearable in its aggressive, ab-normal display. The smaller the area the moreintense the color may be, andthe more intense the color getsthe less area it must have, untilin full intensity it must be insmall spots, and placed at thepoints you wish

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The principles of advertising arrangement . lOO OiBI I Bm BDI JIQQDC JIBBIDt 1 QIQQ fthan the objects shown on them,you will realize why a man canwear a redder necktie than coat—because of the area of is why a small piece ofpottery on a mantel could bebright red, or blue, or yellowand not ofifend you, while a wallpaper the same color would beunbearable in its aggressive, ab-normal display. The smaller the area the moreintense the color may be, andthe more intense the color getsthe less area it must have, untilin full intensity it must be insmall spots, and placed at thepoints you wish to emphasize. Having covered hue and inten-sity, we now come to the factthat the third quality everycolor has is value. This ideaof value relation has to do withlight and darkness, from whiteto black, so that the white is thelightest value and the black isthe darkest value. White is thenearest to yellow—black is thenearest to violet. Yellow itselfis one step from white. Thatis why normal blue showsplainer on white than it does onblack;

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Keywords: ., bookcentury1900, bookdecade1910, booksubjectadverti, bookyear1912