Print can be too small or too large, too gray or too black.
If a speaker is addressing an exclusive group of persons, he lowers his voice and talks in polite diction.
If he addresses a large crowd, many of whom are of less fastidious tastes, he raises his voice, perhaps using all his power, and most likely mixes with his English a little popular slang.
Thus advertising printing of the exclusive kind would likely be set in type smaller and in design more classic than that used for publicity matter that has wide and promiscuous circulation.
The typographer must keep in mind that while bluntness and forcefulness are liked by some, they give offense to others.
There are orators so eloquent and flowery that one is led away from the message by pleasure and admiration for qualities that should merely carry the message.
There are advertisements so attractive in decorative beauty that one sometimes forgets to read them.
And then there is the heavy-voiced orator who emphasizes every statement. He startles and he tires, and is as unsuccessful as the speaker who croons his audience to sleep with uninteresting monotones. How like such speakers are the excitable, over-displayed advertisement, and the large advertisement monotonously set without emphasis, in one size of type!
EXAMPLE 382
The conversational style of page advertisement