File:The principles of advertising arrangement (1912) (14759851326).jpg

Identifier: principlesofadve00parsrich (find matches)
Title: The principles of advertising arrangement
Year: 1912 (1910s)
Authors: Parsons, Frank Alvah
Subjects: Advertising
Publisher: New York, Chicago (etc.) Pub. for the Advertising men's league of New York city by the Prang company
Contributing Library: University of California Libraries
Digitizing Sponsor: MSN

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normal colors in their full in-tensity. The inner circuit—thebackground circuit — showshalf-neutral tones of the samecolors each made by adding tothe normal color a part of itscomplement. The central toneof gray is made by using anypair of complements. Beside the Color Chart is aValue Scale of grays from blackto white shown opposite thenormal color maturity point. The right hand side shows thecool colors and the left thewarm. From this arrangement the se-lection of possible color har-monies, either analogous orcomplementary, is simple. COLOR IS ONE OF THE MOST INTERESTING AND IM-PORTANT ELEMENTS IN NATURE BECAUSE THE EYE,THE ORGAN OF ONE OF THE FIVE SENSES OF MAN,SEES NOTHING BUT COLOR. FORM, AS WE CALL IT, ISSEEN ONLY BECAUSE ONE COLOR IS PLACED AGAINSTANOTHER AND BY ITS POSITION AND CONTRAST MAKESA SHAPE. AND EVERY TONE OF COLOR HAS A SEPARATEMEANING—YELLOW SPEAKS A DEFINITE THING TO THOSEWHO UNDERSTAND IT. BLUE CANNOT SAY WHATYELLOW SAYS—NEITHER CAN RED NOR VIOLET. F. A. P.
Text Appearing After Image:
THIS ILLUSTRATION SHOWS BLACK PRINTED MATTER ON A FULL INTENSERED BACKGROUND. NOTE THE EFFECT OF THE USE OF THE INTENSE COLORAS BACKGROUND. TRY A WHITE ON IT. THEN A FULL INTExNJSE GREEN.ALL ARE DESTROYED IN EFFECT BY THE OVERWHELMING AMOUNT OFRED. REFER TO LA\\- OF BACKGROUNDS AND TO LAW OF ARE.XS FOR THIS EFFECT.

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