For the same reason it is often well to include two colours in the note heading, as an artist who has at his disposal a couple of colours can often obtain a much better effect than if' he is restricted to simple black. At the same time, even if two colours are to be used, it is often a good plan to ask the artist to design the heading so that it can be printed in one colour if necessary, and the style of the firin's note-heading still be retained if such a large number of circulars have to be sent out on any iliture occasion as to make it undesirable, on the score of expense, to use more than one colour.
'The next point to consider is the colouring of the paper and the ink in which the Liading is printed. Of course the safest of f.„11 colours to use for the paper is white, but it is often wise to choose some distinctive colour scheme, and to 'use it ,Iroughout all the firm's stationery. A greyish blue linen paper might for instance be adopted for the letter paper, with the heading printed in brown. This is an effective and dignified colour contrast, and could be easily carried out on invoices, stttements, price cards, etc. Dark blue on buff is another effective contrast. The most important thing is ,to avoid gaudiness, and in doing this the best plan to adopt is to use secondary rather than primary colours. Of course this is very vague, and does not always hold good, but it is better, for instance, not to use crude yellows or glaring blues. Red is a popular colour, particularly in con junction with black, but here again care should be taken that it tends to crimson rather than to vermilion. Crimson and black form, of course, an ex tremely handsome combinati011.
If an artist is being employed to design the heading he should be consulted on this matter, and his advice followed as closely as possible. In doing so, however, it must not be fOrgotten that the essential purpose of a letter is to be read, and nothing must be allowed to militate against this. For that reason the paper lutist not be allowed to be of too dark a shade.
For this reason, when choosing the colour for the heading, one must remember in what colour the letter is to be typed. It is no use obtaining
a beautiful colour scheme in the heading if it will clash with all the type writer ribbons conunercially obtainable, and it is as well, before finally settling upon the heading, just roughly to try the colour scheme, and to run it through the typewriter so as to see the effect.
On the question of the choice of' paper not much need be said as long as it is good and fairly substantial. It may be left pretty safely to the taste of the user, but it, is surprising how many business men when choosing a paper neglect to have it tried in a typewriter before placing the order. Being " tried," moreover, should include the erasing of a word, and the typing over again on top of the erased portion. No typists are faultless, and it is certainly advisable to provide for mistakes before the paper is prilited and correction is too late. If the letters are to be copied, moreover, as opposed to the system of taking carbon copies, it is wise to run a specimen letter through the copying machine to see that the paper does not become too limp when it is damped.
On the size of the paper, again, little need be said. The best plan is to keep to the usual quarto size of about 10 in. by 8 in. Sometimes, of course, it is an advantage to vary this. In propositions appealing to ladies a smaller size is occasionally used with great advantage, and in the case of a very serious proposition, where as imposing an effect as possible is needed, it may even be increased. Messrs. A. & F. Pears, for instance, of Pears' Soap fame, have a very dignified note-paper which is used on special occasions, size in. by 9 in., on a very heavy,liand-made paper. The effect is very striking. It is sometimes desirable also to follow this the other way, and send out letters on the small folded, personal sized note-paper. This is very useful where the letter is desired to convey the idea of personal attention, as the small-sized note-paper succeeds in aoing this admirably. Such note-paper may be used with advantrge when the manager of a business is replying in person to a complaint, but it is also useful at times ha ordinary circularising.