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.
280 Building Theatre Patronage
Focal Point.
The eye naturally tends to center on a place in the layout which is about two-fifths from the top and to the right — in other words, slightly above the lineal center. If this is so, and experience proves that it is, then this focal point should be used for display material. The layout which shows white space or an insignificant and unnoticeable detail in the focal point is evidently defective.
Climax.
Because any advertisement should be a unit, unity is secured by arranging details so that there is one climax. A double or triple climax is not only disconcerting, and not only leaves a scattered impression rather than one impression, but it weakens unity. Climax depends upon giving relatively greater or relatively less emphasis to details. Emphasis depends not alone on size or not alone on shape, but on contrast.
Contrast.
It is relative contrast which gives emphasis. For instance, a midget, although small, is noticeable among giants, because of contrast. In a group of midgets, the midget would not command attention. A giant among midgets is noticeable. In a group of giants, a particular giant would not command attention. It is contrast in each case that helps win attention.
Contrast in advertising has two applications. The individual advertisement wins attention according to the contrast which it presents with surrounding material. If surrounding advertisements are set in heavy display, the advertisement in light display attracts attention. The page then seems to carry but two advertisements: the light advertisement, and all the others. Consequently, watch the practice of your competitors, and use the principle of contrast. If they are in a rut, your problem is easy. If they are alert, and eventually follow the general tone of your layout, then swing to the other extreme.
V/ithin your own advertisement emphasis for particular details does not depend upon size, but on contrast. Type dis