EXAMPLE 374
Type treatment that suggests Franklin’s time
EXAMPLE 375
Poster in Shakespearean typography
Example [377].—The Colonial style of type arrangement is here adapted to window-card purposes. The window card has the same advertising reason for its existence as the paper poster, and is printed on cardboard to enable it to stand upright. The treatment of this card is such that the word “Pinafore” and the decoration stand out most prominently, taking for granted that a person interested by the sight of this word will come close to the card and read it. Such an arrangement should not be attempted unless the copy is suitable. Forcing unsuitable copy in full-line Colonial arrangements results in illegibility and dissatisfaction.
EXAMPLE 376
A simple typographic treatment that offers possibilities for attractive posters or window cards
Example [378].—Sunday-school excursions furnish copy for many window cards. The printer may appreciate this suggestion for an arrangement of such a job. It is sufficiently unconventional to attract attention, at the same time providing a simple way of arranging the matter that usually comes in with such orders. The arrangement has merit from an advertising point of view, the information being given concisely and legibly.
It is probably true that the majority of printers have given no thought whatever to the arrangement and treatment of posters. It is even likely that there are job printers who feel that poster composition is beneath their dignity. In view of these conditions, it is to be hoped that what has here been written regarding the poster will serve to create new interest in that line of work.
Years ago the author knew an old printer who had the reputation of being the best sale-bill compositor in the county. His work was confined almost entirely to the setting of posters announcing sales of farm goods, yet he did it so carefully and efficiently that residents of the county traveled miles to place an order with the concern for which this man worked.
