TYPE TACTICS FREDERICK A. HORh NO. 2. GROTESQUES: THE SANS-SERIF VOGUf Types are salesmen. This is the second of a series of article treating of the more popular contemporary types for adver tisers, and of the way to use them. f l!'r" 1 i - ,-y «heme, fn min," case*. a room cm be entirely decorated by scheme built around the shades used in the curtain and fwnwhmg material in the .u«e»M modern or per.«f interior, the texture and surface of the fabrics used in the scheme of decoration have become almost as important as colour itself. In these days of small houses and flats, the small room has become one of the chief problems of the mter.or architect and often the best scheme of decoration will be obtained by concentrating all the colour in such a room in the material used for the curtains and covers. I am often asked which rs the best way to choose furnishing fabrics f It .s almost impossible to answer this quest ion definitely. However, it is advisable to pay attention to the following details when you are selecting materials for your home—thought should be given to the texture, weight, design and reaction to light of each fabric under consideration. Bearing these thoughts in mind we come to the new - Old Bleach furnishing fabrics. Here is something new in furnishing materials for these fabrics d.ffer from, and excel almost the Bhr: I of um« a I treated try the walls ant) eating %0- h*vM| heen painted, or distwn- pensd, a light apple green. The §-j| design called Sparrin (Pat lam Ho. U.v 103) which hat a brtlhant yellow pattern on a craam ground. The «as of the material, in neutral colour (Pat- Inside spread of booklet for Old Bleat Linen Company, usin Gill Sans Light, with judicious use of small sizes of Gill Bold for emphasis. Art pape four-colour half-tone illustrations, type in black throughout. White space and widt leading gives feeling c freshness. Produced by W. S. Crawford Lt TYPE IS THE MEDIUM by which the printed word is expressed but types are legion, and in the production of printei publicity it is essential that the faces selected for a particular printed piece should be fittinj to the conception and appeal of the work. By differences of weight, shape, and serif, thi form of a letter can be made to express widely differing qualities. But the matter does no: end there, for a type can never be considered apart from its surroundings it is qualifiec by the manner in which it is used, by the type of job in which it appears, and even, to i lesser extent, by the mental attitude of the person to whom the job carrying the type is directed. All these things must be weighed when selection is made. Romantic types, types of individuality an^ of charm have their place in the scheme 132

Commercial Art / Art and Industry en | 1936 | | page 18