Building theatre patronage : management and merchandising (1927)

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264 Building Theatre Patronage sizes the advance is by 2 points; above 14-point the increase is by 6 points. In the still larger sizes the increase is by picas. Type higher than 120-point is seldom cast; above this size letters are cut into hardwood and referred to as "wood type" or "poster type." One-type faces have various styles — roman, italics, and boldface. For example: This is straight roman. This is in italics. This is in boldface. The same size type may be set in five widths — extra condensed, condensed, regular, extended, extra extended or wide. For example: This line is extra condensed. This line is condensed. This line is regular. This is an extended line. This is extra extended. It is evident that a condensed letter reduces legibility but permits a greater number of letters to be used in a given space. Extended type gains clearness at the expense of using more width for the same number of letters. Type Faces. There are numerous standard type families, according to the different characteristics of a particular type face. There are varieties of any one family which have general characteristics, but smaller differences. These differences make it possible to get a certain diversity of type face, while retaining one general character. Your printers will show you the families they have in stock. These are the only ones that will interest you. The printer can also show you catalogues listing all the styles and faces, but these will do you little good if he does not carry them. Styles of type include inline, outline, monotone and shaded type.