Chapter XI: Part VII: Design, Color, and Lettering

43. =Applied Design for Printers= By Harry L. Gage
A handbook
of the principles of arrangement, with brief comment on
the periods of design which have most influenced printing.
Treats of harmony, balance, proportion, and rhythm; motion;
symmetry and variety; ornament, esthetic and symbolic. 37
illustrations; 46 review questions; glossary; bibliography.

44. =Elements of Typographic Design= By Harry L. Gage
Applications of the principles of decorative design. Building
material of typography: paper, types, ink, decorations
and illustrations. Handling of shapes. Design of complete
book, treating each part. Design of commercial forms and
single units. Illustrations; review questions; glossary;
bibliography.

45. =Rudiments of Color in Printing= By Harry L. Gage
Use of color: for decoration of black and white, for broad
poster effect, in combinations of two, three, or more
printings with process engravings. Scientific nature of
color, physical and chemical. Terms in which color may
be discussed: hue, value, intensity. Diagrams in color,
scales and combinations. Color theory of process engraving.
Experiments with color. Illustrations in full color, and on
various papers. Review questions; glossary; bibliography.

46. =Lettering in Typography= By Harry L. Gage
Printer's use of lettering: adaptability and decorative
effect. Development of historic writing and lettering and its
influence on type design. Classification of general forms in
lettering. Application of design to lettering. Drawing for
reproduction. Fully illustrated; review questions; glossary;
bibliography.

47. =Typographic Design in Advertising= By Harry L. Gage
The printer's function in advertising. Precepts upon which
advertising is based. Printer's analysis of his copy.
Emphasis, legibility, attention, color. Method of studying
advertising typography. Illustrations; review questions;
glossary; bibliography.

48. =Making Dummies and Layouts= By Harry L. Gage
A layout: the architectural plan. A dummy: the imitation of
a proposed final effect. Use of dummy in sales work. Use of
layout. Function of layout map. Binding schemes for dummies.
Dummy envelopes. Illustrations; review questions; glossary;
bibliography.