Printing for business; a manuual of printing practice in non-technical idiom by Thorp Joseph 1873-1962

Author:Thorp, Joseph, 1873-1962
Language: eng
Format: epub, pdf
Tags: Printing
Publisher: London : J. Hogg
Published: 1919-03-25T05:00:00+00:00

is secured by a consistent series of designs, adroitly linked and appearing in some form or other on all the firm's stationery and packages. The rather clamorous votaries of the "do it now" and "it's your money we want" school in their very legitimate endeavour to exalt the claims of direct and forceful advertisement, have perhaps rather tended to obscure the enormous importance of indirect advertisement as exemplified in appropriate decorative treatment.

Naturally this sort of treatment applies more particularly to propositions that appeal to the better educated classes, and it has alwa3^s seemed to the writer quite incredible that appeals so designed should be so often lacking in this important element.

Business men have indeed moved further in the right direction than the innumerable institutions and societies, who in the aggregate publish an enormous quantity of explanatory or proselytising literature, and present it in the most unseemly way, largely no doubt owing to some preposterous notion that money spent on decoration is money wasted. Money spent on decoration (and by decoration is not necessarily by any means implied elaboration) is money spent on making a given message more likely to be read by the one to whom it is sent. It is only by a philosophical precision of language that it can be called indirect advertisement; it is really as direct as, to quote a homely but always significant illustration, putting on your best clothes for an important interview.

As an ounce of practical example is worth a pound of vague precept, the advertising of, say, Heal & Son, Dryad Furniture and the Orchestrelle Co. may be profitably studied in current periodicals as an example of how an atmosphere suitable to the standards of the house may be contrived by paying consistent attention to this matter of suitable decoration. 80

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.