Color And Its Application to Printing

Cover Color And Its Application to Printing
Color And Its Application to Printing
E C Emory Cobb Andrews
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On tinted stock of a high value, and with black for type-matter, a single decorative color should have a value midway between the value of the stock and black. If two colors are desired they should balance, as indicated in Rule 3.
Rule 5. On tinted stock of high value any color may be used instead of black for type-matter, providing that its value is as much above black as the stock is below white. Adding a decorative color is the same as in Rule 4.
Rule 6. If the colored stock is middle value
...it follows that any middle-value color may be used, providing that the chroma does not destroy the balance. * * NOTE. Some of the new imported stocks have such peculiarly high chromas that it is practically impossible to use them in connection with any of the ordinary colors sold by printing-ink manufacturers. Not long ago an officer of one of the most progressive paper houses in the United States picked up a sample of an Italian cover-stock, and said : " I wish you would try that stock in your advertising and see what you can do with it.

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