ook may serve as a simple guide and
as a stimulant toward an extended study of the larger attributes of
printing which are not concerned with utility alone. H. L. G.

CONTENTS

PAGE

INTRODUCTORY 7

THE SURFACE 8

THE MATERIALS OF DESIGN 10

THE QUALITIES OF DESIGN 12

PROPORTION 19

BALANCE 24

SYMMETRY 28

VARIETY 31

MOTION 31

ORNAMENT 34

THE PERIODS OF DESIGN WHICH HAVE MOST AFFECTED PRINTING 43

SUPPLEMENTARY READING 64

REVIEW QUESTIONS 65

GLOSSARY 68

APPLIED DESIGN FOR PRINTERS

_Introductory_

Raw material may be made into a finished product which will have the
quality of usefulness alone. Utility is the first purpose of most of the
works of man. But when the maker is moved by pride in his work and a
desire for beauty to make his handiwork pleasing in appearance as well
as useful a second purpose is fulfilled. All civilization and most forms
of savagery demand that the equipment of routine life shall be pleasing
to the eye after its prime purpose of usefulness has been developed.

If an article be pleasing in appearance its making will have involved
some of the elements of design. The relationship of its parts, the lines
of its construction, its coloring, the manner in which it is ornamented
will depend first upon its purpose, but will be guided by a group of
recognized traditions which we call the _principles of design_.

Design governs the arrangement of masses, lines, and dots to secure the
qualities of beauty and fitness.

Any piece of work which is definitely arranged with consideration for
its various parts and their relationship is called, in the abstract, a
"design." Thus we speak of a poster, a decorated wall, a building, or a
printed page as "a design."

Any successful design will have the qualities of fitness and beauty.
Fi