. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . rawn words. This was orig-inally an eighth page in trade papers. The type of handlettering used for the ^^Back toNature book advertisement is very well chosenas a medium of strong and unique display and isunusually good for small space. Its irregularitycommands and vaguely suggests the comic. An intelligent piece of handlettering is not aneasy thing to find, and we must make sure that thefew words that we do use are openly h
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . rawn words. This was orig-inally an eighth page in trade papers. The type of handlettering used for the ^^Back toNature book advertisement is very well chosenas a medium of strong and unique display and isunusually good for small space. Its irregularitycommands and vaguely suggests the comic. An intelligent piece of handlettering is not aneasy thing to find, and we must make sure that thefew words that we do use are openly handled andeasy to read. For instance, notice the heading ofthe Southern Cypress Manufacturing type would have been far superior and moreeconomical from every standpoint. Ever so often, the type foundries bring out aface of type which makes an effort to look likehandlettering, and some of the faces are so welldone as to cause advertisement builders manypuzzling moments and ofttimes a wrong guess. The Simonson advertisement is set in Pen Textand, while it may be *^ different,* it has the samefailing as an all handlettered advertisement—il- fev4^^^^.
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Keywords: ., bookcentury1900, bookdecade1910, bookidtypo, bookpublishernewyork
