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.
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Principles of Layout 285
upper right. Rather arrange your copy so that the reader passing down your advertisement can get it without the necessity of retracing steps.
You cannot expect an eye to move on through your advertisement if there are heavy rules like so many hurdles blocking the way. Therefore, in the body of the layout use rules sparingly and avoid rules which go entirely across your space.
As the human eye is accustomed to reading upper and lower letters and not capitals, avoid long lines of capitals. As the human eye is accustomed to reading along a straight line from left to right, avoid vertical spelling and curved printing. They may look artistic, but you are not in the art business but rather in the business of selling. The more easily the legible message is mastered, the better for you.
These are fundamental principles. This matter of movement on the printed page has been discussed with fine-spun theory. There are also theories of dynamic symmetry justifying with mathematical certainty the effectiveness of certain arrangements. But arrangement of layout, like so many other things, is primarily a matter of common sense. The obvious thing is usually the simple and the natural — and is generally more effective than affected attempts at intricate novelty. Novelty and intricate arrangement are used in two ways: by the expert — sparingly and effectively, by the beginner — generously and ineffectively. Lean hard on common sense and steer clear of intricate arrangement. Here again we have a subject which involves rather the application of "what not to do" than rules of "what to do."
Illustrations.
Pictures can usually tell a story more convincingly than can type. Busy people with little time to spend would rather get the message through a picture than through type. It is no exaggeration to say that one picture is better than a thousand words if if is the right picture. If it is the right picture! How many illustrations are used in theatre advertisements which are not the right one. The familiar clutch of hero and heroine is seldom the right picture, inasmuch as this illustration is not distinctive of any particular photoplay.