Part 12

Plates used by permission of Ely & Walker Dry Goods Co., St. Louis.]

DESCRIPTIONS OF PRACTICAL CARDS

Card No. 1. Size 8½×17½ inches. Light tan mottled mat board lettered in dark brown ink. This card demonstrates an important point in showcard writing, that—if the price is to be displayed in large figures, the general outline of the space occupied by the numerals should conform to the proportions of the card. Thus a narrow card demands a condensed price.

Card No. 2. Size 20×12 inches. Cream tinted linen finish mat board. Initial capitals in the first line were in bright red, the other lettering in brown, while the price figures were bright red outlined with brown. This style card is reproduced for the purpose of showing that an extended card such as this, which is called the “landscape layout,” should have an extended price that will be in keeping with the general proportions of the card.

Card No. 3. Size 6×12 inches. Light green mottled mat board with lettering in light blue outlined with dark blue and then decorated with dots of white and black. This shows a very pretty card for single price, and in this size also the price figures should conform to the general outline of the card.

Cards Nos. 4 and 5 are what is known as “strip” signs. That is, they are lettered on narrow strips. The originals were about 4½ inches wide. Card No. 4 was lettered on light maroon cardboard with black ink. Card No. 5 was white with black lettering.

If the student enters into practical work and has occasion to make many narrow strips on paper, such paper can be procured in varying widths and in rolls from any firm that carries supplies for showcard writers.

This Style Card Should Have Condensed Price 19¢

This Style Card Should Have an Extended Price 39¢

CANDIES—49¢

THE BIG SALE IS NOW ON

Plates used by permission of Ely & Walker Dry Goods Co., St. Louis.]

DESCRIPTIONS OF CARDS FOR SUMMER

Card No. 1. Size 16×22 inches. Gold mat board in fancy “cut-out” pattern. Large lettering done in white color with air-brushed shading in light red. Smaller lettering done in black ink.

Card No. 2. Size 16×22 inches. This card was made of tan mottled mat board with air-brushed panel as shown in reddish brown. Large lettering is in white—the small lettering in black. Such cut-out panel effects have the appearance of two sheets of mat board being used.

Summer Toilet Necessities Pure and Efficient

Novelties in Leather Goods Just Received

Plates used by permission of Ely & Walker Dry Goods Co., St. Louis.]

DESCRIPTION OF CARDS ON PAGE 39

Card No. 1. Size 16×22 inches. Cardboard is imitation Circassian Walnut lettered in plain white. In lettering on cardboard of this character the student should bear in mind that such board is of necessity an oil finish and that paint with considerable dryer, or printer’s ink mixed with gasoline are best for lettering. Water colors are very unsatisfactory on surfaces of this kind.

This board is a fancy cut-out and may also be procured in the mahogany finish.

Card No. 2. Size 16×22 inches. Plain white cardboard with wall paper mat pasted onto the white board. Space occupied by the lettering was first air-brushed in light green which shows very faintly in the reproduction and this was then lettered with white showcard color, using No. 12 brush.

FURNITURE -OF- DISTINCTION

New Draperies

Plates used by permission of Ely & Walker Dry Goods Co., St. Louis.]

DESCRIPTION OF “SPRING” CARDS

Card No. 1. Size 16×22 inches. This showcard was made of maroon colored railroad bristol. The large lettering, in the “Egyptian” style, was done with yellow color. The clover effect on each of the first letters in the three words was done by grouping three dots in light red color. The smaller lettering at the bottom of the card was done in white color as was also the border, as indicated. This card is attractive in style, featuring the side panel effect with broken border.

Card No. 2. Size 16×22 inches. Plain white cardboard mounted with a card of pale green. The word “Seeds” is lettered in deep yellow, closely outlined in dark green. The smaller lettering is done in the same shade of dark green and outlined “raggedly” in bright yellow. The color combinations are very effective, especially in connection with this particular kind of “merchandise.”