The printer's function in advertising. Precepts upon which advertising is based. Printer's analysis of his copy. Emphasis, legibility, attention, color. Method of studying advertising typography. Illustrations; review questions; glossary; bibliography.
| 48. Making Dummies and Layouts | By Harry L. Gage |
A layout: the architectural plan. A dummy: the imitation of a proposed final effect. Use of dummy in sales work. Use of layout. Function of layout man. Binding schemes for dummies. Dummy envelopes. Illustrations; review questions; glossary; bibliography.
PART VIII—History of Printing
| 49. Books Before Typography | By F. W. Hamilton |
A primer of information about the invention of the alphabet and the history of bookmaking up to the invention of movable types. 62 pp.; illustrated; 64 review questions.
| 50. The Invention of Typography | By F. W. Hamilton |
A brief sketch of the invention of printing and how it came about. 64 pp.; 62 review questions.
| 51. History of Printing—Part I | By F. W. Hamilton |
A primer of information about the beginnings of printing, the development of the book, the development of printers' materials, and the work of the great pioneers. 63 pp.; 55 review questions.