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
POSTERS, CAR CARDS, WINDOW CARDS
Poster printing is a specialty in large cities, where plants are equipped for the economical and effective production of such work. However, consideration of the subject in this chapter will be confined to the interest it may have for the general commercial printer, he who is called upon at one hour to print a business card and at another to produce a window card, car card or other form of poster printing.
The type equipment of the poster specialist includes strong gothic and Clarendon faces, of a variety of widths that enable him to make a full line of almost any word or combination of words. When such strong-printing capital letters are used, most of the lines should be full, as the general effect should be one of compactness. A very little amount of spacing is sufficient. No extended reference will be made here to the conventional poster that carries these heavy types, as its arrangement is merely one that emphasizes in a plain manner the various important parts of the copy. Skill is necessary, but not the skill of an artist.
The wood-type equipment of the general commercial printer need not he elaborate, but it should be well selected. There should be a blending of styles in type-faces from the smallest size of metal type to the largest wood letter. The wood-type makers duplicate most of the standard job faces, so that harmony in this respect need be no idle dream.
EXAMPLE 367
A lettered poster by Harvey Hopkins Dunn that should be studied by the typographer