NATIONAL
TACTICS
No. 1. Egyptian Faces
Types are salesmen.
This is the first of a
series of articles treat
ing of the more popular
contemporary types for
advertisers, and of the
best way to use them.
By FREDERICK A. HORN
Aesthetics and selling are strange bedfellows, and it is no
part of the commercial typographer's mission to improve
the taste of the public. Mr. Higginbotham, who is looking
for a good brand of cigar, cares not a rap for the beauty of
the advertisements which tell him where to buy one
■NTIQUATED things should have
no place in a modern world. To be
deficient by comparison with the
newest standards of efficiency is s
to place a brake of correspond
ing strength upon progress. As
Henry Ford put it 'II a device
effects a saving of just ten per cent,
then absence of that device is a ten per
cent tax."
IT PAYS TO BE UP-TO-DATE
Three succeeding fepofelolB which will reach you in
due course wilt in detail ihe National Cash
fiegisior Company's »t achievements, speci
fically designed lot dén trolling thcl
Municipalities and PufeW Utility Companies.!
Inveatigation ot the
those machines will undoubtedly repay you not
once hut many tunee over -as tbs vxporiaac*
ot hond rads of outers ha» already proved.
Mm
ACCOUNTING EQUIPMENT IN TEMPO WITH THE TIMES
1 Müü^WSUl IHH
Inside spread of a four-page folder for the National Cash Register
Co., Ltd., using Beton Bold and Extra Bold with photomontage.
Printed in blue and black. Notice how type follows form of
design.
IP g
