We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Printing Materials 265
There are also script faces, black letter (such as Old English), and engraver faces (such as typo), and a number of other so-called "freak type faces."
Hand-Lettered Type.
Besides the many well-known standard type faces already cast and available in some variety at the local printers', there is hand-lettered type. This is not type but is made in a cut. It involves the expense of the artist who does the handlettering, and t\\e expense of photo-engraving. The main justification of hand-lettered type is its novelty. But no matter how novel type is, if it is not legible, it is worthless. Another advantage of hand-lettered type is that the clever artist can have the letter face suggest the product advertised. For instance, skillful art work can suggest daintiness, or strength, or elegance, or speed, etc. But very, very, very few theatres have available an artist whose hand-lettering can be at the same time both novel and appropriate and legible. The hand-lettering that is available on the standard cuts received from the exchange for local advertising should suffice. Even this should be used sparingly. Hand-lettered type, except for title and a striking display line, is seldom satisfactory. The attempt to use hand-lettering in white against black display is usually disastrous unless done by a master artist. The human eye is used to reading black type against white. Consequently, this is to be preferred.
The Use of Type.
If type, no matter how novel, is not easily legible, it is worthless. Aim first for legibility. The main cause of poor use of type can be traced to the attempt at the eccentric and the startling. Simplicity is the cardinal rule. Then the following might be added:
1. Avoid vertical spelling, because your public is in the
habit of reading from left to right.
2. Avoid over-capitalization, because the eye is not used
to it. Do not use lines of all capital letters, particularly in the small sizes of type set in long lines; with letters all set the same length there is nothing for the eye to "hold on" to. In roman, the ascenders and descenders break the line.