How to Make Type Talk the Relation of Typography to Voice Modulation Basic Pri
How to Make Type Talk the Relation of Typography to Voice Modulation Basic Pri
Barnard Joseph Lewis
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Long descenders. Serifs are unusual and hold eye a long time. Note two kinds of cap T. 15. Large, somewhat condensed face. Sharp triangular serifs. Compare with other types for differences. [14] TONS OF PRINTING WASTED Poor Typography is The Reason 16. — 18 pt. Franklin Gothic. Cap. Alphabet 352 pts. Lower case alphabet 270 pts. NEVER MISTAKE A LOW PRICE For True Economy. The Stetson Press 17. — 14 pt. Bold Antique. Cap. Alphabet 330 pts. Lower case alphabet 240 pts. FREAKISHNESS NEVER SHOULD B...e Confused With True Style or Art 18. — 18 pt. Cheltenham Bold. Cap. Alphabet 336 pts. Lower case alphabet 232 pts. CREATIVE PRINTING IS THE KIND THAT Generates the Pulling Power in Advertising 19. — 18 pt. Cheltenham Bold Extra Condensed. Cap. Alphabet 252 pts. Lower case alphabet 187 pts. DIRECT ADVERTISING IS FAST BECOMING ONE of the Greatest Selling Forces in This Country 20. — 18 pt. Franklin Gothic Extra Condensed. Cap. Alphabet214 pts. Lower case alphabet 178 pts. Types shown on this page play an important part in ad composition, newspaper headings, mani- fold work, miscellaneous circular and job work, and wherever estheticism must be subordinated to utility.
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