Business card laid out, 12 Label laid out, 13 Layout of a cover-page, 14 Cover-page as set from instructions, 15 Layout sketch for a cover, 16 (insert) The cover printed as indicated, 17 (insert) HARMONY AND APPROPRIATENESS _Page 41_ Harmony by the use of lower-case, 18 Harmony of type-faces and borders, 19 An architectural subject treated appropriately, 20 (insert) A booklet cover suggestive of the subject, 21 (insert) Cover suggested by old lock-plate, 22 An old lock-plate, 23 Inscription on a Roman arch, 24 Cover-page for a catalog of books, 25 A plain page for a plain purpose, 26 Treatment appropriate for a church program, 27-a Portion of a page of an old manuscript missal, 27-b Cover-page for a catalog of decorative materials, 28 The Colonial arch, 29 Title-page in semi-Colonial style, 30 TONE AND CONTRAST _Page 47_ Contrast in color and tone, 31 Uniform tone and contrast of black and white, 32 Four ornaments, each of a different depth of tone, used in the construction of four pages, 33, 34, 35, 36, 37 Extremes of tone on book pages, 38, 39 Blending of illustration and text, 40 Spotted black tone of border and text, 41 Blending of illustration and type-face, 42 Uniform tone in classic typography, 43 (insert) A study in uniform tone, 44 (insert) Tone-blending of initial, headpiece and text, 45 Emphasis of parts to be printed in light color, 46, 47 Display lines should match the border in tone, 48 Uniform tone by equal spacing, 49 PROPORTION, BALANCE AND SPACING _Page 53_ One method of determining the page length, 50 Another method, 51 Three widths of type-faces, 52 Type page in which vertical lines predominate, 53 An architectural comparison, 54 The conventional page shape, 55 Type page in which horizontal lines predominate, 56 An architectural comparison, 57 Page in which ornament, border and type-face are in proportion, 58 (insert) Pages in which the type-face is not in proportion, 59, 60 Mismated type-faces and borders, 61 Vertical lines proper, 62 (insert) Horizontal lines not suitable, 63 A display line surrounded by other type lines must be larger, 64, 65 Type proportionately too large, 66 Type proportionately too small, 67 A proportion that is about right, 68 Out-of-center balance on a card, 69 Type grouped unusually high, 70 Exact center is too low, 71 The point of vertical balance, 72 An architectural example of out-of-center balance, 73 A disorderly arrangement, 74 An ornament that balances with the design, 75 Out-of-center balance on an announcement, 76 The effect of horizontal lines in a type page, and how it is avoided, 77, 78 Spacing letters to obtain even tone, 79 Emphasis obtained by letterspacing, 80