Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-12-04
HOW DOES ILLUSTRATION HELP DISPLAY


Illustrations usually used portray the goods adver
tsed In this the ftone 1.-THE style of engraving which
produced photograph wash-drawing) is usually en-
poyed Such reproduction is apt to be most feke There
fore seek to show what the goods look like the half
tone is best when feasible.
But you would the style of illustration so
to tell story through picture then you will find that the
pen nd-nk STYLE just plain ne cut works best Most
ness of the stock might permit the of Photographic plate
kind will hit harder those the illustration
seeks to persuade For the illustration has dash
and vma natural strength and rugged action such the
half-tone attain.
Often you make your illustration perform both func
the article and also suggest the why
the reader should buy In fact this dual puposed illustration
the ideal Here's one for instance that shows happy
faced work with sweeper another portrays
an envable puocrat at the wheel of hghpowered auomo
bile In both of these the style of illustration
the Photographic kind preferable feasible because here
your first job is to picture your cleaner your
chine Incidentally the illustration may suggest: Tha
woman looks conented when she sweepng be
easy with that cleaner
And ye though you make your illustration effect
i've adjunct your advertising how often folk
fully pictures Sometimes false economy leads the space
user to take any old illustration which happens be hand
He it in ad which deals with subject which the illus
traton does not illustrate Thus order cents
the few cents that engraving and art work would
such false economists practically throw away the
which they have paid many dollars to buy. ss1 s.
Yet there crime than this misuse of lustra
ton which does not illustrate There those which only
do not help out but which actually atmosphere the goods with
repusve construction For instance take the time honored
ample of the Shiny frog which used coffee label That
kind of misuse almost suicidal But not as
the negative mistake of using pictures which nothing
such when presenting shoe polish something of that
kind not to illustrate the ads with irrelevant pictures of
armess Venus, ct al.
Them too there temptation to rely too much upon an
for illustration Look out Keep in mind the old story
of the lad who cried wolf Remember threatened often
that his warning failed put fear into the hearts of his
Thn mold hoor
part of their habit Therefore the warning attracted less and
less attention So it is with At first this of illus
raon tremendously attractive. But there have been
many used many different ways that today the
arrow gdes off the readers quite water does from
ducks head.
And yet though the arrow idea has been overdone the
arrow is still worth while aid to other Illustrations For
surely get action into your advertisement you
the To the readers eye the They
mean through that fact the helps to
carry along the readers eye and in this way acts appetizer
to the prospects potential desire to read the adj
Yes, often help. But ALSO arrows often hinder
just them help grease the way for the read
also You misuse your that they
and block Everybody knows of course that American
from left to right True the Chinese eye does not
The Oriental reads from bottom to top whereas the Hebrew
reads his Yddish from right to left But the American and
the European travels from left to right for has been
trained by reading language and American European
language written from left to right Therefore your
does not from left right hnders rather than helps
For instance suppose paint black line of type matter
across big outdoor bulletin board Suppose the top
this line and parallel paint huge big the
reading line running from right to left Suppose beneath this
reading line you paint another big running from right
to left That line between those two arrows running the
opposite direction far harder read than the
not there if the from left right the way
as the reading eye would when peusng that line Not
ony in regard to but also in regard to other things
adhere to this left rule without sacrifice of
other virtue Suppose for instance that you must illus
trate automobile You do this just well by having
the front at the right and the at the left And the
first fourteen pictures of motor which group Of ad
recently investigated all pointed from right to left and there