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Principles of Layout 281
play is not a matter of size, but of relative contrast of sizes. Thus, a properly spaced two— seven layout will be better displayed than a three— nine heavily crowded with copy. In the latter case, even if the type is larger, the display will be less. Keep big display type lines away from each other. Two lines of 36-point type for a title, resting on two 30-point lines of text, will have little display value. Therefore, open up with 6 points of space — or run a pica reglet between; or, cut down the size of title to 30-point and drop down the display text type to 1 2 or 1 8-point, because the white space will give greater display than would otherwise be secured.
In the printed layout, emphasis is secured by position, the use of white space, variety of type, by italics, by panels, etc. But in every case the arrangement of elements should be such that emphasis is secured by the contrast.
White Space.
White space should not be considered just as something which is plastered with type and more type. In the skillful layout, white space appears to be set in just as carefully as type. It blends. It tones down. It heightens the effect of particular elements. It seems to be a moving, vital part of the layout. The beginner thinks that the paper space which he has purchased gives him a return for his money only when it carries as much type as possible. Consequently, a good rule for the beginner to follow is: "Devote at least one-quarter of your layout to white space." Many an advertisement is practically wasted because too much type is crowded into too small a space.
Size.
The human eye is not microscopic. An extra inch may save what money is invested in an advertisement. It is evident that its value does not depend entirely upon size. This, too, is a matter of contrast. If the surrounding advertisements are large and uniformly the same size, the small, well arranged advertisement, because of contrast, will command attention.
Usually, larger advertisements do command more attention. However, it cannot be argued that attention value increases as