Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-06-26

economists practically throw away the space-sace
which they have paid many dollars to buy. .=s=s~
@ Yet there worse crime than the misuse of illus
tration which does not illustrate There those WHICH
not only donot help OUTPUT which actually atmosphere
the goods with repulsye construction For instance take
the time honored example of the slim frog which used
coffee label. That kind of misuse is almost suicidal
But such is not as common as the negative mistake of
using pictures which mean nethingsuch as when present
ing shoe polish something OF that kind not to
illustrate the ads with irrelevant pictures of arnless
Venus, ct al .,.-.:. :. ,.z.s...,.s. IS ..x a.
.s Then too, there, is a temptation to rely too much
upon arrow for Illustration Look out Keep in mind
the old story of the lad who cried wolf Remember he
threatened often that his warning of wolf finally failed
to put fear into the hearts of his hearers The cry be-
old story to them. To hear it became part Of
their habit. Therefore, the warning attracted less and
less attention SO it is with At first this form
OF Illustration tremendously attractive But, there
have been many arrows used in many different
ways that today the gides off the readers eye
quite as water does from duck head. Oh. -
And yet though the idea has been overdone
the is still worth while aid to other ilustra
tons. For surely you get action into your advertise
ment if you the To the readers eye the
arrows seem to They meant movement -dasl--
through that fact the helps to carry along the
readers and in this acts appetizer to the
prospects potential desire to read the adj W ss.s. a
Yes, often help. But, also, arrows often hin
der. just you them to help grease the way
for the reader also you may misuse arrows
that they clog and block Everybody knows, of course
that the American eye from left to right True the
Chinese eye does not The Oriental reads from bottom
to top whereas the native Hebrew reads his Yidds from
right to left But the American and the European eye
travels from left to right Therefore if your does
not from left to right it inderS rather than helps
For instance, suppose You paint black line of type
matter across big outdoor bulletin board. Suppose
over the top of this line and parallel YOU paint huge
just big the reading line running from light
to left Suppose beneath this reading line YOU paint
other big running from right to left. That line be
tween these two running in the opposite direction
is far harder to read than if the there
if the arrows from left to right the same way
the reading line would when persng that line. Not
only In regard to but also in regard to other Things
YOU adhere to this tand- right rule without
flee of other virtue Suppose for instance, that you
must illustrate automobile. You do this just
we'll by having the front at the right aud the the
left And yet, the first II pictures of motor which
group of ad recently investigated all pointed from
right to left and therefore opposite to the natural drec
ton of the reading eye. Moreover, if your ilsra
ton be human face why not have the profile facing to-
ward the right rather than toward the left If YOU bear
this point in mind you almost ALWAYS make the d
recon of your illustration harmonize with the natural
of the human eye, namely, from left to right