Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-11-29
CHAPTER XIII.
WHAT IS THE BEST WAY TO ATTRACT THE EYEa

The easiest approach them your prospects mind is
through the avenue but you get at your possible
customer through appeal to his interests unless you get
him read what you have to The element that will make
possible for you to attract his attention Display.
Display is probably the most important single factor in
all advertising Surely advertising is worth while unless it
gets attention. and that is the function of display Display is
of two kndsthe mechanical kind that simply catches the
physical eye regardless of any action of the readers mind
secondly the psychological kind which wins attention
through the fact that calls forth active mental interest
of the prospect.
The first kind the Display wins its aim by catching
the optic For instance such display may attract
ough border Take for example, want ad page
paper Look at it from distance Doesn't gray and
ati Now take little ad in the center Of that page Rule it
off with heavy black lines quarter of inch thick That
box border will make that inch ad stand out strongly that
it will have much display value ordinary adj
many times its SIZE
Or this Eye-Dispay be accomplished through other
of contrast For instance suppose you surround your
message with lot of white space This lack of Typography
the vicinity of your advertisement unusual that it will
also catch the eye Thus it will possess Display value Of
high power You often this method used effectively
newspapers. q
Sometimes Eye-Display may be brought about through
beauty But in commercial advertising that is about the
least effective kind because the average eye keeny
moved by art The beautiful may passive attract but it
doesn't stir the and grip the attention the way contrast
novelty can and does.
In seeking to attract the eye with beauty you would prob
ably illustration rather than try to rely type
graceful arrangement Anyway the illustration certainly
rSt ana foremost instrument to attract either the
the mind The first Typography by way pictures
And today the human mind still continues to choose usra
ons above text of reading matter And quite often
it would that simply for EyeDispay type do the
business aonehat without the aid of illustration In such
however it is what the words than the mere
Display of type that accompshes the result In other
words this attraction is mental than physical
There other big elements in Eye Display The
first Color and the second Size Both of these have certain
influence on the intensity OF and both of them offer
temptations which may prove treacherous pitfalls to the
wary advertiser For although the display the most inn
porant of all elements must not be emphasized to the
fee of favorable impression because often the areched
OF repusve display combination, for instance spoil the
of the advertisement And while Beauty its rares
may be out of place ordinary Display and may
justify its existence only connection with the advertisement
of things of exclusive flavor of superave
less negative Beauty at least freedom from repeent ug
ness, is necessary
Such negative art something that every advertiser
should have plank his working platform So when you
tempted to combine screaming yeowwith flaming red
resist Don't let yourself hurt the persuasive ability of your
work simply order have your ad attract On
the other hand good Display should only increase the
attention. getting quality of but should also supplement
its ability to create desire in favor of that which it adver
tises. sNDnW4t
Fortunately for newspaper advertising in such mediums
violations of the rules of color harmony seldom possible
Yet in the plain of such pages violations of
similar principles of Display often occurusuay through
efforts to make the attention. getting part of the advertising
heavy with black ink to epe the rather than to at
tract such of contrast does not actually repe the
at least keep from pleasantly saunterng into the
message which the ad has to tell r.
The eye sensitive and does like to be hit hard
Therefore the EyeDsplay that attracts in simple way
with taste and in harmony with the of the adha kind
of Eye Display is the kind that usually wins i
Tomorrows chapter will be: How Does Mind Display
Do Its Work." J.