EXAMPLE 316.—The stationery of a book dealer should have a bookish character—that is, the typography should be inspired by the same skill and taste evinced in the treatment of a good book. A well-designed type-face should be selected, and there should not be a great contrast in the sizes used. When it is possible to have two printings, the extra impression could take the form of a simple rule border in color, as on this specimen. The first type line runs almost from border to border at the head, and another portion of the copy is arranged directly under it in three even lines. The “Sold to” occupies its approved position. No guide lines are provided for the accountant’s part of the bill, as with a typewriter the various items can better be filled in without them, and a billhead really looks neater without the rules.
EXAMPLE 317.—For printing on colored stock strong treatment is sometimes advisable—treatment such as has been given this heading. On white paper the type sizes should be kept small, as the light background illuminates the print. White and black form the greatest contrast. There is not much contrast between blue ink and blue paper, for instance, and it is necessary to strengthen the print by the use of a larger or bolder type-face. The arrangement shown is unconventional. A full line has been made of the business title, the name itself being slightly emphasized by printing it in color and giving an initial effect to the first letter. Other parts of the copy are grouped at suitable points, “Sold to” occupying the usual lower left corner.
Large treatment that would look well in harmonious colors on colored paper ]
Decorative type treatment suitable for the business of painting and decorating ]
EXAMPLE 318.—Many invoices and billheads now have the lower part divided into columns for taking care of the various items peculiar to the business, as in this instance. The customer usually decides when he wishes to depart from the conventional ruled effect, and it is just as well for the printer not to suggest a change of this sort, as it means extra composition for which the customer may be disinclined to pay. The type-face on this well-arranged example is a good one for plain commercial headings. It would be well, for convenience, to place the “M” in the lower left corner and move the building address to the right corner, over the street address.