TYPOGRAPHIC TECHNICAL SERIES FOR APPRENTICES—PART VII. NO. 43

APPLIED DESIGN
FOR PRINTERS

A HANDBOOK OF THE PRINCIPLES OF
ARRANGEMENT, WITH BRIEF COMMENT
ON THE PERIODS OF DESIGN WHICH
HAVE MOST STRONGLY INFLUENCED
PRINTING

BY

HARRY LAWRENCE GAGE

PUBLISHED BY THE COMMITTEE ON EDUCATION
UNITED TYPOTHETAE OF AMERICA
1920

Copyright, 1920
United Typothetae of America
Chicago, Ill.

Composition and electrotypes contributed by
State Journal Company
Lincoln, Neb.

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FOREWORD

This primer of design is an earnest effort to make intelligible to theapprentice student certain fundamental principles of arrangement and ofornamentation whose use is instinctive to the accomplished typographer.

It has been often written that there are no rules in Art, and equallyoften that the master artist (or craftsman) is he who can skillfullybreak all rules. It must be inevitable that the apprentice shall adheretoo closely to each newly observed principle before his work can be awell-rounded embodiment of them all. To him is commended this exactprocedure, recognizing, as his perception grows, that there are goodreasons why traditions are emphasized here and all-embracing rules andformulae are not to be found.

Due credit must be paid to Mr. Ernest Allen Batchelder, who firstdevoted his pen and brush directly to the printer’s problem in design,and who in turn gives honor to the influence of Mr. Denman Ross. Neitherhas expressed a method but has graphically analyzed the attitude ofmankind during successive epochs toward those matters which deal withbeauty.

It is to be hoped that this little book may serve as a simple guide andas a stimulant toward an extended study of the larger attributes ofprinting which are not concerned with utility alone. H. L. G.

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CONTENTS