Example [182].—Modern German typographical ideas have found expression in this grocery-catalog page. The lettering is type, the black tone and decorative form of which were probably inspired by strong lettering designed for poster purposes. Rules seem to have a place in the building of modern German art effects, as will be seen by this design. Bold type as used here is possibly unnecessarily forceful, but when color is to be shown in its true values it is desirable. Color never shows to advantage in thin lines, while broad lines bring out the color qualities of the ink. This is why colored inks printed from light-faced types seem to lack the brilliancy of the prints from flat-surfaced plates in ink-makers’ sample books.
Examples [183] and [184].—Every printer at some time is called on to produce catalogs in which books or other published articles are listed and priced, and on such occasions wishes to see what “the other fellow” has done in this line. For this reason the two pages are of interest. They show a title-page and a representative inside page from a catalog issued by the Metropolitan Museum of Art, New York. The type-face is of the class usually designated as French Oldstyle, and its proportions blend harmoniously with the dimensions of the page. The distribution of blank space on the title is pleasing; the type lines are so grouped as to secure value from the background of white. In Example [184] the heads and subheads are pleasingly contrasted by the use of capitals in some cases and small capitals in others. Each item is grouped, and the technical details are kept orderly by being placed in a line with the price. No period is used after the item number.
EXAMPLE 186
An automobile catalog page in which the type matter was prominently treated. The original page (about twice this size) was printed in dark-gray and orange inks on white antique paper. By the Robert L. Stillson Company, New York
EXAMPLE 187
Unusual treatment of an automobile catalog page. The original was more than twice this size. The matter is liberally supplied with headings, the arrangement in the panel at the left taking care of most of them. By the Cadillac Printing Company, Detroit, Mich.
EXAMPLE 188
Page in reduced size from a wine list designed by T. M. Cleland for the Oswald Press. Interesting use of rules in tabular style
Example [185].—Scotch Roman type is used to excellent advantage in this book-catalog page. The title in each case is in large capitals, the sub-title and the name of the author are in smaller capitals, the explanatory matter in roman lower-case and the technical details in small italic. It will be seen that the advertising points have been carefully considered. A rule border and two ornaments add decorative quality. The closeness of the border to the type matter merges it with the page in an attractive manner. As in this case, decorative treatment should be a part of the general design and not something separate.
Example [186].—On automobile catalogs typography seldom receives the attention it deserves. Illustration and decoration are given great attention, and what type matter is used seems to be like a guest invited at the eleventh hour. However, this example is from a catalog in which type acts an important part. In its original form this page was about twice the size of the reproduction and was printed in dark gray and orange on white antique paper. It will be seen that beginning with a colored initial the reader can without effort or eyestrain read the descriptive matter, which is followed by technical details in smaller type and a line illustration of the car. Scotch Roman was used, and it was not found necessary to introduce italic.