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.
284 Building Theatre Patronage
the square, solid layout. The arrow border suggests movement more than a heavy, solid black border. The illustration of the moving aeroplane, the speeding automobile, the jumping athlete, and the riding horseman, all suggest movement. The illustration of a house or a tree or a standing figure do not. Certain display type faces which are delicate suggest movement more than do the blunt block faces. White space used in a way which makes it seem that the white space is "flowing through" the advertisement, gives a better impression of movement than does the layout solidly set with type. A panel set off-center rather than squarely suggests movement. As far as attention-winning is concerned it is evident that advertisements which create the illusion of movement will be noticed more than others.
But movement has another application. Once the reader has been attracted to the advertisement, nothing should impede his movement, which becomes accelerated as he passes from top to bottom. If there is too wide a space between headlines and body type, requiring what might be called an "optical leap," the tired eye might move off the advertisement rather than take the leap. If an illustration facing off the advertisement rides the reader on to an adjoining layout, we have a defect of movement. Therefore, illustrations should look into or cut into your advertisement rather than lead off. Thus a profile facing right is better placed on the left side than on the right side of the layout. The riding horseman moving left is better placed on the right side rather than on the left side of the layout. An arrow flying upward is better placed towards the bottom than at the extreme top of the layout.
It must be remembered that the average eye is tired and will follow suggestions of direction. But once led astray it will seldom retrace its steps. The eye going through an advertisement is like a stranger going through an unknown territory. Therefore, show signposts, and have your pathways of movement clearly indicated. Help progress as much as possible. Make the progress direct and not criss-cross, or roundabout, or jumpy.
In a three-column advertisement do not force the reader to climb from the bottom of your copy lower left to copy