Gummed-paper tape, while convenient, seldom looks well, and when printed on looks worse.
Corrugated board when properly used adds both neatness and protection to the package. Some printers have cartons made from this board, in which their product is packed and delivered.
The printed label is of the most interest, as it affords a spot of attraction and furnishes information needed in the delivery of packages. All labels should be planned with the wrapping paper as a background. A label may look well alone, yet when placed on the package may appear weak and uninteresting.
In order to test this, two labels of contrasting treatment are pictured mounted on a sheet of conventional wrapping paper.
It will be admitted that the stronger label is more striking and catches the attention. There are those who will prefer the weaker label because of its neatness and beauty, yet we must not lose sight of the fact that labels, unlike business cards and letterheads, are not usually seen at close range when on packages. A business card is examined a few inches from the eyes, while a label on a package is frequently viewed from a point several feet away.
A mass of black lettering with contrasts ]
Artistic quality and interest through typography ]
There does not seem to be any standard size for labels. They vary from four, five and six inches wide to three, four and five inches high. When _The American Printer_ conducted a label competition it specified the size as five by four inches, and this seems to be a good average size.
The paper on which the label is printed should be stock that pastes easily. White is used to the greatest extent, altho a cream-tinted color such as comes in Japan vellum is preferred by some persons of good taste.
EXAMPLE 323 (Insert).—As has been said, this label shows the effectiveness of heavy effects. A design such as this has advertising value. It can be seen and read at some distance, yet is not offensive in appearance. The red border is attractive, and merges the label with the wrapping background. The type-face has decorative quality. The combination of black, red and cream in strong contrasts is worthy of study. As will be noticed, all capitals have been used, and there is not much space between the lines or between border and type-face.