The principles of advertising arrangement . normal colors in their full in-tensity. The inner circuit—thebackground circuit — showshalf-neutral tones of the samecolors each made by adding tothe normal color a part of itscomplement. The central toneof gray is made by using anypair of complements. Beside the Color Chart is aValue Scale of grays from blackto white shown opposite thenormal color maturity point. The right hand side shows thecool colors and the left thewarm. From this arrangement the se-lection of possible color har-monies, either analogous orcomplementary, is simple. COLOR IS ONE O
The principles of advertising arrangement . normal colors in their full in-tensity. The inner circuit—thebackground circuit — showshalf-neutral tones of the samecolors each made by adding tothe normal color a part of itscomplement. The central toneof gray is made by using anypair of complements. Beside the Color Chart is aValue Scale of grays from blackto white shown opposite thenormal color maturity point. The right hand side shows thecool colors and the left thewarm. From this arrangement the se-lection of possible color har-monies, either analogous orcomplementary, is simple. COLOR IS ONE OF THE MOST INTERESTING AND IM-PORTANT ELEMENTS IN NATURE BECAUSE THE EYE,THE ORGAN OF ONE OF THE FIVE SENSES OF MAN,SEES NOTHING BUT COLOR. FORM, AS WE CALL IT, ISSEEN ONLY BECAUSE ONE COLOR IS PLACED AGAINSTANOTHER AND BY ITS POSITION AND CONTRAST MAKESA SHAPE. AND EVERY TONE OF COLOR HAS A SEPARATEMEANING—YELLOW SPEAKS A DEFINITE THING TO THOSEWHO UNDERSTAND IT. BLUE CANNOT SAY WHATYELLOW SAYS—NEITHER CAN RED NOR VIOLET. F. A. THIS ILLUSTRATION SHOWS BLACK PRINTED MATTER ON A FULL INTENSERED BACKGROUND. NOTE THE EFFECT OF THE USE OF THE INTENSE COLORAS BACKGROUND. TRY A WHITE ON IT. THEN A FULL INTExNJSE ARE DESTROYED IN EFFECT BY THE OVERWHELMING AMOUNT OFRED. REFER TO LA\\- OF BACKGROUNDS AND TO LAW OF FOR THIS EFFECT.
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License: Licensed
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Keywords: ., bookcentury1900, bookdecade1910, booksubjectadverti, bookyear1912
