By Frank Alvah Parsons
Ql DDQIC JDDC utaac 3ISDC THE FOREWORD The faulty notion as to the which means of artwork and its program tn commercial difficulties, extra relatively within the advertisements box, is the cause of this e-book. The time period prettiness, often used as a synonym for A rt, supplies a completely improper influence. images and drawings, really in colour, usually move for paintings gadgets whilst the paintings in them is just too mild to be detected. artwork is caliber now not mere fabric. I ts parts are health and wonder. The profitable selection and association of fabrics of any type needs to take into consideration this paintings ijuality simply because human intelligence calls for health in issues. an analogous individual loves and calls for the component of good looks in all items with which he's linked. artwork is a strength and is, accordingly, topic to legislation or ideas. a data of paintings as a strength in ads potential a data of the foundations of healthy association and harmonious colour. those are universal to each box of so-called utilized A rt. This modest attempt isn't calculated to e.xhaust the topic. it is just a collection of condensed abstracts taken from ten lectures given prior to the ads males sL eague of recent York Citv. I ts goal is to clarify a few rules of shape and colour, and to use them particularly in a few of the fields of this significant topic. If it proves to the advertiser that Order is heavens first legislations ;to the enterprise guy that caliber, now not volume, counts, and to the general public more often than not that colour and association, each one speaks its personal language, then it's going to have performed its work.
(Typographical mistakes above are as a result of OCR software program and do not happen within the book.)
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