Excerpt from Principles and Practice of Show-Card Writing: Prepared in the Extension Division of the University of Wisconsin This book presents in an organized, orderly, and progressive sequence the fundamental principles of show-card writing, together with the most recent developments in the practice of the art. The text is not a collection of ornamental alphabets, nor is it a series of recipes and tricks of the trade. It is a radical departure in this respect from the usual book on this subject. The aim has been to present the fundamentals of the construction of standard show-card styles of lettering, the principles of layout, arrangement, color theory and practice, and show-card advertising principles, together with descriptions of new methods, mediums, and opportunities which have been developed with such rapidity in the last few years. Mere temporary points of view have been avoided and future fundamental tendencies and developments anticipated so that the subject matter will not become inapplicable or obsolete even though the rapidity with which the show-card field is expanding places limitations upon this endeavor. Narrowness of style in the illustrations has been avoided also, by using the work of leading card writers for demonstrating the various points brought out in the discourse. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.