In other words, the stationery of a business house—the size, the proportions, the tint, the quality of its correspondence-paper— offers the first of the several opportunities for the correspondent to put the recipient into a receptive state of mind toward the communication. It is an item that the shrewd correspondent does not ignore, because it offers him an opportunity—and the first opportunity—to score.
The Typographical Make-Up
Of BUSINESS LETTERS
PART IV—THE DRESS OF A BUSINESS LETTER—CHAPTER 13
All business houses recognize the necessity for having printed letterheads and envelopes, but the variety of designs and styles are infinite. Nothing, not even the paper, affords such an index to the character of the individual or firm as the typography of the envelope and letterhead. An impression, favorable or otherwise, is created BEFORE THE LETTER IS READ. This chapter describes the methods of printing, engraving and lithographing; the advantages of each process, and the difference in prices; the proper placing of date, name and address, the width of margins, spacing between lines—little points that contribute to the appearance of the letter and give it tone
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The feature of a business letter that invariably commands the first conscious attention of the recipient is the name—printed or written—of the firm or individual from whom the letter comes.
Except when the correspondent intentionally omits this information for the purpose of inducing the recipient to notice a circular letter that he might otherwise ignore, the name and address of the sender is printed on the envelope.
This is done for two reasons: it brings the name of the correspondent before the recipient immediately upon receipt of the letter; it tends to secure favorable attention, and it enables the post office authorities to return letters to the senders in case of non-delivery because of removals, death, wrong address or other causes.
In either case, the interests of the correspondent are best served by printing this information in the upper left corner of the face of the envelope. It is this side of the envelope that bears the address and the stamp, and consequently the only side, under ordinary circumstances, that receives attention from either the postal officials or the recipient. When the sender's name is printed in this position, it is brought prominently to the attention of the recipient as the letter is placed before him. But even a more practical reason for putting this data in the upper left corner is that such a location on the envelope permits the post office rubber stamp, "Return to Sender," to be affixed, in case of need, without the confusion and annoyance that is caused when this address is printed on the back of the envelope, as is sometimes done.
As a rule, the printed matter that appears on the envelope should consist merely of the name and address of the sender in plain, legible letters.