TABLE OF CONTENTS
Reading edition
PAGE
Author’s Preface vii
Synopsis of Contents ix
List of Reproductions xvi
List of Designers xx
WHEN BOOKS WERE WRITTEN 1
THE ORIGIN OF TYPOGRAPHY 7
THE SPREAD OF TYPOGRAPHY 13
TYPOGRAPHY IN COLONIAL DAYS 19
TYPOGRAPHY IN THE 19TH CENTURY 27
THE “LAYOUT” MAN 35
HARMONY AND APPROPRIATENESS 41
TONE AND CONTRAST 47
PROPORTION, BALANCE AND SPACING 53
ORNAMENTATION 59
THE TYPOGRAPHY OF BOOKS 67
BOOKLETS, PAMPHLETS, BROCHURES, LEAFLETS 75
CATALOGS 83
PROGRAMS 91
ANNOUNCEMENTS 99
TICKETS 107
LETTERHEADS AND ENVELOPS 111
BILLHEADS AND STATEMENTS 119
PACKAGE LABELS 123
BUSINESS CARDS 127
THE BLOTTER 131
POSTERS, CAR CARDS, WINDOW CARDS 135
ADVERTISEMENTS 139
NEWSPAPERS 147
PERIODICALS 151
HOUSE-ORGANS 161
TYPE-FACES 169
IMPRINTS 195
Appendix—GREETING CARDS
vii