The Art & Practice of Typography / A Manual of American Printing, Including a Brief History up to the Twentieth Century, with Reproductions of the Work of Early Masters of the Craft, and a Practical Discussion and an Extensive Demonstration of the Modern Use of Type-faces and Methods of Arrangement

by Edmund G. Gress

THE BLOTTER

Blotters have a place in modern business which, while not so important as that of business cards, is fairly well established.

Business cards are left with customers as reminders, and altho blotters are sent for the same purpose, they have the added quality of usefulness. The treatment of a blotter should be as well thought out as that of a business card. In a sense the blotter represents the business house sending it, and while it may show less restraint and dignity than the business card, coarseness should be avoided in the handling of both type and illustration.

EXAMPLE 357
A modest amount of copy and neat treatment

The blotter as a means of publicity much used by advertisers is no longer an experiment; it is a familiar form in the printshop.

The advertising value of a blotter seems to lie in its ability to do one of two things—strongly and favorably to attract attention when received, or thru attractive simplicity to grow in favor during use. The former may be likened to a rocket which compels attention and pleases for a moment, and the latter to a star whose beauty attracts forever.

In planning a blotter it is well to keep in mind its utilitarian character and make it as useful as possible.

The size is determined by the sheet of stock out of which blotters are cut. As the stock measures 19 × 24 inches, most printers cut blotters a trifle less than 9½ × 4 inches, thus securing twelve blotters to a sheet of stock. There are others who prefer the blotters not so wide and make them 8 or 8½ inches.

Another reason for the blotter size of a trifle less than 9½ × 4 inches is that it fits nicely in a standard No. 10 Government envelop, which measures 9½ × 4⅛ inches.

A size of blotter that is also much used measures about 6 × 3¼, and fits in a No. 6¾ Government envelop, which measures 6½ × 3⅝. This size is most convenient for inclosing with everyday business mail, and it is possible that most of those actually using blotters prefer the smaller size.

The blotter with an enameled surface on one side is probably the best for use. A person naturally rubs his hand over the blotter to absorb the wet ink, and an enameled surface feels more pleasant to the touch. When not many blotters are on hand in a business office those with absorbent surfaces on both sides render the greater service, but usually advertisers keep offices well supplied.

From a printing point of view the blotter stock with one side enamel-finished is better for illustrations or small type, while rough-finished stock is suited to typographic treatments that require antique effects.

EXAMPLE 358
Blotter used in the writing room of a convention hall

Example [356] (Insert).—This blotter represents not only the size of a great many blotters but the contents, as it is customary to include a monthly calendar. Too frequently forms of this character are made inharmonious because stock calendar plates are utilized and are accompanied by type-faces of another design. This lack of harmony is seldom necessary, as the printer in his typography should match the style of type used for the stock calendar plate. Sometimes in addition to the calendar plate a stock illustration is also introduced, with consequent duplication of spots of attraction. Either the calendar plate or the illustration should be used; not both. The typographic arrangement of blotters oftentimes is of a poor kind because the copy is separated into numerous display parts. In so far as it is possible, the treatment should be simple, and in order to suggest such treatment this example has been prepared. It will be noticed that the entire blotter has been set in one design of type-face—all roman, and mostly lower-case. This manner of handling the typography will give good results in almost every instance in which it is tried. The message of the advertiser is presented in a plain, legible paragraph introduced by an initial in color. The blank space liberally distributed is restful, and the dark-printing qualities of the heavy-and-light-line border contrast with the blank background, the rubricated initial and the mass of gray in the type matter. No rule lines appear in the calendar section, and the result is an appearance of natural freedom.

EXAMPLE 359
Simple typographic arrangement with strong but pleasing contrasts

Example [357].—Most blotters contain too much type matter. The business man would probably appreciate a modest little announcement and consider it a relief from the sledge-hammer advertising that too often forces itself on his attention in an unwelcome way. As one rubs over the average blotter he finds it almost necessary to close his eyes because of the strong character of the design or color treatment. The arrangement of this example is a suggestion for a little blotter that would doubtless be welcomed by many. It could be of a size that would fit in the personal checkbook. Because of the intimate character of its use the typography should be confined to a simple paragraph or to a group arrangement as shown. Both the message and the treatment here given are in good taste for such a purpose, and, as has been suggested, it is likely that similar treatment on a larger blotter would win approval.

Example [358].—This blotter was used in the writing room of a convention hall and was prepared for a state meeting of a church organization. It will be noticed that only the week of the convention is given in the calendar, and that it begins on Thursday and ends on Wednesday. Some of the factors that make this blotter pleasing are the liberal blank space, the black lines of the rules, and the ornament in color. Text type is used because of the religious character of the convention, and it is letterspaced. As a general rule it is well not to letterspace text type, but here in order to obtain a certain distinctive effect it has been done with good results.

Example [359].—Here is a suggestion for a simple typographic arrangement with strong but pleasing contrasts. The color of the rule border contrasts with the white of the background and the black of the illustration. The gray effect of the type group is a harmonizing factor that softens the contrasts. Only one face of type—Cloister Oldstyle—is used, and that of a size that makes it possible for the business man to read the message as he blots his signature. The treatment is masculine and will please a great many because of its style.

EXAMPLE 360
A blotter arrangement suggestive of an architectural panel

EXAMPLE 361
Blotter treatment that survives the test of time

EXAMPLE 362
Neat, refined arrangement of type matter and illustration

EXAMPLE 363
In which the type matter fills the blotter

EXAMPLE 364
A decorative blotter arranged the narrow way

Example [360].—This blotter has the character of an architectural panel, a motif that is adaptable to many forms of typography. The general gray effect of the Forum Title and the architectural border is satisfying, especially as the type group and border are separated by a liberal amount of blank space. The shape of the type group suggests a keystone. This is one of those blotters that the business man should find pleasure in using and looking at frequently. It will be noticed that the spacing between the words is less than the en-quad which the typographer would customarily use in capital lines. It would be a mistake to separate these Roman capitals with more space than that used here.

Example [361].—It has been said that two important factors in good typography are the material that is used and the material that is not used. Horace Carr has done many good things with the Caslon type-face, but none more pleasing than this blotter. It is a model of good taste in blotter typography and the sort of treatment that has proved to be good blotter advertising. This particular example was received by the author some years ago and was then reproduced. Testing it with careful examination after all this time, it looks as well as ever.

Example [362].—Here is suggested a neat, refined arrangement, in which type group and illustration are placed practically in the center of the blotter and surrounded with blank space that accentuates its neatness.

Example [363].—This blotter—one that was submitted several years ago in a blotter competition—shows treatment which calls for the use of large type that occupies almost the entire surface of the blotter. While an effect such as that of the previous example is preferable for most purposes, there are times when it is desirable to have the typography arranged on a large scale.

Example [364].—It is customary to design a blotter the broad way, but occasionally printers desire for the sake of novelty to arrange it the narrow way, as is done on this example. The blotter has decorative quality because of the use of the gray border and the lower-case of Kennerley Oldstyle. Lower-case properly used is usually attractive.

EXAMPLE 365
Appropriate trademark and harmonizing typography

Example [365].—A touch of appropriateness is given to this blotter by the use of the scroll decorative piece, and the harmony is further carried out by the selection of Bodoni Book for the type portion.

EXAMPLE 366
Typographic poster in Roman capitals by Frederic W. Goudy