File:The principles of advertising arrangement (1912) (14596137610).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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rinted matter as the back-ground of the show window Ijust spoke of bore to the thingsexploited in the window. Itbears the same relation to thematerial of the advertisementthat your clothes bear to yourface. They are the backgrounds,or settings, in other words, toshow up something. I submitto you whether the color of yoursuit of clothes or the lining ofyour show window should bemore intense in color than thethings exhibited upon it. Ifthey should not, then the back-ground of your advertisementshould not be more intense thanthe material shown on it, unlessthe area of the background isless than that of the type orother objects shown upon it—which is verv rare in advertise-ments. The law of backgrounds cannotbe violated in any field of ap-plied art without producing abad result. The law is this:Backgrounds must be grayer,softer, or less intense than theobjects shown upon them. If you get that law, that back-grounds must be less intense (Continued on page 101) i BiHDc96 30IBC iDDiaii IDC
Text Appearing After Image:
Description of the Color Chart The Color Chart, shown on theopposite page, shows the threeprimary colors, yellow, red andblue, the same being the ele-ments out of which every othercolor tone is made. Yellow andred make orange; yellow andblue make green; red and bluemake violet. These three arethe binary colors, so called.The even step between thebinary and its adjacent primaryis called the hue, thus the stepbetween green and yellow isyellow-green and the one be-tween green and blue is blue-green. These two are hues ofgreen. In the same way thereare two hues of orange and twoof violet. Complements are shown oppo-site each other in the circuit. The outside circuit shows thenormal 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 w

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