<7, ey, AND | N“@aggeom rR Y THROUGH THE PUBLIC EYE The charm of balance and rhythm is universal in its appeal. People of all races at all times have delighted in the sweep and poise of the dance. No less in the pictorial arts have these made themselves felt and the masters of all time have been at least as interested in the balance and movement of their pictures as they have been in the subject. Since commercial art, though used for a practical purpose, aims to follow in the footsteps of the best artistic tradition, it must of necessity contain these elements. Thus the best of commercial design and layout does much to raise the standard of public appreciation of pictorial composition. The art of lettering combines the two important ~ factors of beauty of form and legibility. Lacking the — first, lettering would lose much of its appeal to the — reader and any sacrifice of the latter would diminish its ultimate function. Commercial art by its very name demands both qualities. The most economical method of repro- — ducing commercial art is by printing in ~ a single colour, usually black on white — paper. The simplicity and severity of this contrast requires a special — technique in order to get the greatest appeal. The design and layout ~ must be impeccable and the best traditions of art and typography must ~ be followed to prevent it from becoming trite or merely trivial. Many — methods of producing intermediate tones of gray are in use and add ~ variety to the stark black and white, but commercial art of a high © standard in the simple colours adds its influence to the factors that — demand the recognition of commercial art as a true art form. : The psychological effect of colour may be easily under- estimated until one remembers the emotional responses that colour can arouse. Colour gives a final touch to the wel designed piece of commercial art, although it will never save mediocrity © from itself. Again the true commercial artist identifies himself with the artists of all time by using colour arrangements that have stood the test of time and public appreciation rather than startling colour novelties. Bs v8 ici, SN i. Sah a.