The quality which makes the difference is termed display, by which is meant the form and general ap pearance of an advertisement. On the quality of the display depends much of the success of the advertise ment.
There has been much discussion as to the relative value of form and subject matter. There must be subject matter, both to make the sale and for display.
All things considered, the advertising writer who thoroly understands display will write to conform to its requirements. Many writers find it possible to lay out an advertisement and then "think to fit the space." Others focus their thoughts on the subject matter first and then derive the display, a snappy headline, a novel arrangement, or a striking illustra tion.
6. The inclosing first question to solve in determining the display is the form that it shall take. Commonly, some form of rectangle is the most practical and convenient. It is safe to say that there is scarcely a geometrical form which has not been used to define the boundaries of an advertisement. The circle, square, triangle, polygon, all have been used both singly and in many combinations. Shields, key stones, crosses and other symbolic forms are occasion ally to be seen, tho now less frequently than in times past.
Usually the shape of the column or page to which the advertisement must conform gives the advertise ment the form of a rectangle. The most pleasing rectangle is one whose proportions are 3 to 5, termed the "golden section" because of its artistic propor tions. The Locomobile advertisement on the op posite page is a practical example of the "golden sec tion." Borders or rules usually mark the limit of the in closing shape of the advertisement. Marked excep tions are seen, however, in advertisements whose il lustration is left without a border, the text only being bordered. This is a step out of ordinary usage, and its unusualness may prove an attraction.
7. is a truism that "the appropriation, rather than art, governs the size" of an advertisement. Once the amount of the appropriation to be expended is known and the mediums decided upon, the problem of size is principally a mathematical one.
Small advertisements are usually measured in width by the single column, and in length by inches or lines. Larger advertisements are figured down to fourths or eighths on a page basis.
8. rules governing white space seem to be fairly well,fixed. If the subject is one in which inherent interest is great, the advertisement may be "crowded," particularly if the appropriation be lim ited. If artistic quality is desired, a wide margin for text and illustrations is well-nigh essential. One fifth white space is considered desirable to produce a well-balanced advertisement.
Page margins have been reduced to mathematical exactness from which it is not desirable to depart. When pages face, the order of greatest width for a left-hand page is, bottom, left side, top, right side. For a right-hand page the order is, bottom, right side, top, left side. When pages are single, the order is commonly, bottom, right and left margins, top. In other cases, the custom of "sinkage" is observed. The extra margin at the head of a chapter, as in a book, is termed "sinkage." In some cases, a single page ad vertisement on a single sheet is sunk at the top to cor respond with the book custom.
A page advertisement has, of necessity, the same margins as the periodical in which it is published. When the advertisement forms a _part of a page —perhaps a quarter page in one of the standard magazines—the margin is important if a coupon is used. The coupon should always be in the outside corner of the page so as to be easily, detached. If the advertisement is to appear in the lower right-hand corner of the right-hand page, the bottom and right 'side will adjoin white space. If it appears on the left-hand page, the coupon should be on the left.
9. Selection and arrangement of care should be exercised both in the selection and the arrangement of the material comprising the advertise ment. Viblence in contrast, ugliness in shape and size, mark many badly constructed advertisements.
The other extreme is stilted preciseness of form, so that the advertisement has the effect of being mathe matically correct rather than humanly and artistically appealing; such advertisements are often divided into sections exactly equal in area. Checkerboard ar rangement, once common, lacks artistic appeal. Shapes and sizes should bear proper relation to each other; unequal masses are to be preferred to equal and, in general, arrangement should conform to uni versal principles of design.