Slanting lines suggest motion, while rest is sug gested by horizontal and vertical lines. No matter how motion is suggested, the gaze should be directed toward some essential element in the copy. If the old, familiar "fist" is used, its forefinger should point to an essential part.
8. Display lines are usually indi cated in the layout by heavily penciled or inked lines draWn in after the inclosing shape has been deter mined. The right placing of the display type is neces sarily of importance. Type faces used in display detehnine to a considerable extent the general char acteristics of the advertisement. The display lines used to attract the reader's attention may generally be selected to advantage before the remaining ele ments of the advertisement are determined.
The principles governing the selection of display type are comparatively simple. The face selected should be in harmony with the product or service to be advertised. It should be striking, without vio lating any of the laws of good taste. It should be legible. It should meet all the requirements of em phasis; both large and small lines should compel atten tion while retaining attractiveness and legibility.
When the display type has been selected its desig nation may be penciled in with the size* of the body indicated, as shown in "the accompanying layouts re produced on pages 218 and 220. In some cases it is advisable to indicate a range of sizes, as "12 or 13 point." 9. Body selection of body type is largely governed by the principles that govern display type. However, since body type is used to convey the greater part of the message, it must be of a style that will bear repetition. If the advertisement is of the mail-order variety,_ selection of the body type is especially important. It must be'so open and legible as to permit the eye to take in a mass of detail with out growing tired. If, on the other hand, the adver tisement is of the publicity style, the body type should be selected for its conformity to the requirements of good display, rather than for its mass effect.
The choice of experienced advertisement designers has led to the use of 'three general type faces which, in different sizes or modifications, have practically been accepted as standards in body type. These are Caslon, Scotch Roman and Cheltenham. Caslon and Scotch Roman are especially adapted to the require ments of periodical, booklet and circular advertise ments. The Cheltenham type is used extensively in high-grade booklets, some circular matter, and occa sionally in periodical advertisements.
10. Illustrations.—The mechanical treatment of il lustrations in the layout depends, to some extent, on what is available for the purpose. Where drawings have been made in advance or are held over from previous advertising, it is possible to determine how they will appear in smaller sizes by means of a reduc ing glass. Where no illustrations are available, rough sketches may be made, either of the size in which they are to appear or larger. If a standard trade-mark is to be used, this is commonly available in various sizes, so that a proof may be attached to the layout in approximately the same size as will ap pear in the advertisement.
11. Headlines and headline is usu ally one of the first elements to be indicated in the advertisement, and the space it is to occupy is roughly shown in the layout by means of penciled lines or masses. It is often desirable to pencil the entire head line in outlines that indicate the style of type to be used. If the headline consists of two lines of type, the second is usually made shorter, as this leads the eye toward the body of the advertisement and not away from it.
12. Borders and a border is to be used, the required effect may be obtained in the layout by roughly sketching it in or by cutting out pieces of the printed and pasting them to the layout sheet. At times it is possible, to have the border har monize with the product, as, for example, a rope in a cordage advertisement.
13. White is generally admitted that an advertisement with plenty of white space attracts by its openness and that its message is easily read. "White-space advertisements" take less time to write and lay out, and are more quickly noticed than the crowded advertisement. There is, therefore, a con siderable saving of time when white space is used. The publisher whose printing bill is thereby reduced, the advertising writer whose work is made easier— these may be strong advocates of white space. But the advertiser who insists on returns from every ad vertisement and who keys his advertisements care fully, will want to make certain that white space en hances the value of the space that ,he buys. If he is a mail-order man, it is probable that the only white space he will favor is that which comes at the end of paragraphs where the lines are not complete. It will usually be found that for advertising in the mail order style, white space will be cut down to a mini mum; for advertising in publicity style, white space will be largely used.