Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-06-25

economists practically throw away the spaccsl,arr
which they have paid many dollars to buy.
Yet there is crime than the misuse of an illus
traton which does not illustrate. There those which
not only do not help out-but which actually atmosphere
the goods with repusive constructions For instance take
the me-honored example of the slim frog which used
coffee label That kind of misuse is almost suicidal
But such is not the negative mistake Of
using pictures which mean nothing-such when present
ing shoe polish something of that kind, not to
illustrate the ads with irrelevant pictures OF armess
Venus ct al. .~=...- I'LL.
Then, too there is temptation to rely too much
upon an for illustration Look out Keep in mind
the old story of the lad who cried wolf Remember Inc
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 SO many different
ways, that today the glides off the readers eye
quite water does from a duck head
81 And yet, though the idea has been orerdone,
the is still worth while aid to other ustra
tons For surely yeu get action into your advertise
ment if YOU use the arrow TO tile readers eye the
to They meant movement dash
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 ad. H..
Yes, arrows often help But, also, often him
der Just you them to help grease the way
for the readers eye also you may misuse your
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 hottom
top whereas the native Hebrew reads his Iddish from
right to left. But the American and the European eye
travels from left to right Therefore, your does
not from left to right it flinders rather than he s
For instance suppose you paint black line of type
matter a big door bulletin board Suppose.
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 running in the opposite direction
is far harder read than it the there,
or if the arrows from left to right the way
the reading line would when perllsIng that line. Not
only in regard to arrows but also in regard to other things
you adhere to this left and right rule without Sarri
flee of other virtue Suppose for instance that
must illustrate automobile You do this fte,t
we'll by having the front at the right and the at tn"
left And yet the first Il 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 Moreover, even if your uStra
tion 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 di-
rection Of your illustration lIlrmoni2e with the natural
course of the human eye name y, from left right.