For lettering on a poster that is to be reproduced, a good strong Roman type of lettering is the best. The type shown in [Fig. 38] is a very suitable kind. It must be strong, bold, and well displayed. The principal words must show up strongly defined. For this, and, indeed, all kinds of commercial design, the lettering must be firm and exact to a nicety. The looseness that is suited to illumination will not do for this kind of work. The little accidental turns and twists, which are one of the charms of illuminated work, would be entirely out of place in commercial work, which must be firm and strong in every detail. Penscript is not used to any large extent. The greater part of the lettering used in commercial design is carefully drawn in an extremely accurate manner.
Fig. 38.
When lettering a poster, some endeavour should be made to get a certain amount of display in the lettering. For example, if the object is to advertise “Brown’s Tea,” or “Smith’s Cocoa,” great prominence must be given to these words. The lettering should be so arranged that it is practically impossible to avoid seeing the name of the commodity that is being advertised.
Two Designs for Labels.
Another important thing when lettering advertisements is to see that each letter is quite distinct. For example, C must not be mistaken for a G, and vice versâ.
For good arrangement in lettering the mistake should not be made of taking type as a model, as, owing to each type letter being in the form of a block, it is impossible to space it with the same facility that is possible with writing. Note the examples given in [Fig. 22].
A Design for a Letter Heading.