EXAMPLE 47
If a catalog is illustrated (and the majority are) it is important to have the illustrations prominent on the page, sacrificing tone to utility if necessary. Sometimes the illustrations are printed in dense black and the remainder of the page in gray or brown. While this causes the illustrations to stand out in relief—an important point when machinery is depicted—it should not be forgotten that the type matter must be read.
In advertising composition it is seldom possible to have an even tone on the entire page. The New York Herald advertising pages are unique in this respect. Outline type-faces are used, and all illustrations are redrawn in outline before they are published. This serves to give a uniformly gray tone to the pages, but the advertisers are not enthusiastic over the effects. While other newspapers may not be able to maintain uniform page tone, it is possible at least to have each advertisement present a tone uniform in its displayed parts and border, and the good typographer will secure such effects. The gray shaded type-faces now available should enable printers and publishers to obtain tone uniformity where gray effects are desired and large type sizes used.
EXAMPLE 49
Equal spacing is necessary to obtain uniform tone
Irregular letterspacing has been the cause of many pages of unsatisfactory tone. In a displayed page where one line is spaced between letters, all lines should be similarly spaced. Example [49] presents a decidedly unconventional letterhead by reason of the letterspacing, and it illustrates the point that all lines should be spaced equally. It may be well to warn job compositors inclined to imitate the style of this heading that there are few customers who would concede any merit to such an arrangement, and it should be used sparingly. Unconventional treatment, even tho good along the lines of the style chosen, is not always appreciated.
EXAMPLE 58
In which the ornament, the border and the type-face are in proportion
