Printing Art in Advertising 1

type, bold, cast, hand, extra, line and proof

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7. Copperplate printing.—Formerly, copperplate printing was done entirely by hand. The plate was carefully wiped by hand before the stock was fed to the press. Power was also applied by hand. The cost of production was necessarily high. The use of power presses has' now reduced the printing cost of plate-printed matter to little more than that of let terpress printing.

8. The make-ready.—When the printing form is placed upon the press bed, it is not yet ready for printing. Some words and lines tend to print heavy. Cuts, especially if mounted on wood, may not be ex actly type-high. They may come out gray unless the pressure is exceedingly strong. All such inequali ties must be adjusted. This adjustment is called the make-ready. When the make-ready is rightly done, the printed side of the paper shows an even color and the reverse side shows an even impression thruout.

9. Correcting the proof.—The first impression taken of type matter often contains a number of er rors. When the proof is "pulled," the copy is usu ally read aloud by a copy-holder and the errors cor rected on the proof by the proofreader. A skilled proofreader not only typographical errors, but calls attention to errors in style and suggests im provements generally.

For indicating changes to be made in the proof, a kind of shorthand is used. The characters with their meanings are tabulated herewith: Proof corrections should be made in the margin directly to the left or right of the error. If a line is used to connect the error and the correcting mark, this should run between the lines to the nearer margin.

10. Styles of type.—The variations in type faces are today almost as numerous as the variations in handwriting. Some characteristic forms in twelve point type are here shown.

Type faces may also be conveniently classified according to the manner in which they are produced.

Hand-set type is assembled by hand. Printing from hand-set type may be recognized by its even alignment, and often prints slightly heavier than the same face cast on a machine.

Linotype matter is cast in continuous lines in a linotype machine.

Monotype matter is cast in individual letters. This affords facility in correcting, and makes it pos sible for the printer to cast type for subsequent hand use.

11. Type families.—While the printer of a gener ation ago crowded his jobs with type faces as diverse as his equipment permitted, William Morris and Will Bradley proved that it is possible to do good printing with but two or three type faces. Gradually, prin ters began asking for types "in series," so that a job might be set entirely in one face. Eventually the type family was evolved, in which different modifica tions of a single face are made in a wide range of sizes. Thus the Cheltenham family embraces the following: Cheltenham (with Italic), Cheltenham Bold (with Italic), Bold Condensed (with Italic), Bold Ex tended, Bold Extra Condensed, Bold Extra densed Title, Bold Outline, Extra Bold, Inline, In line Extended, Inline Extra Condensed, Medium (with Italic), Oldstyle, Oldstyle Condensed, Wide.

Other faces, less popular or serviceable, have a smaller range of faces. Modern advertisements are in most cases displayed in relatively few—from two to four—faces of the same series or family.

12. The point comparatively recent years, type manufactured by different founders, tho bearing the same name, differed more or less in size. In 1878, Marder, Lude and Company undertook to remedy this defect. They took a Pica body, one sixth of an inch in length as a standard. They re named this type "twelve-point," and made it the unit of measurement, having 'previously determined that a point should be %2 of an inch. The point system was generally adopted in 1887.

The "standard line" was introduced by the Inland Type Foundry in 1894. Previous to that time there had been no uniformity in the placing of type-faces on the body; as a result, the alignments from different faces of type, even tho they were on bodies of the same size, might be imperfect. This is shown in the fol lowing line: Types are now cast accurately on interchangeable point bodies and, with the exception of scripts and certain title faces, align perfectly, as seen in the fol lowing arrangement of the same letters: 13. Type measurements of a type are to be distinguished: (1) Height of type as it stands in a form. This is .918 inch. (2) Height of face of the type.

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