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Elements of show card writing

Chapter 15: INSTRUCTIONS—LESSON NO. 10 Finished Practical Work—General Review
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About This Book

The text provides a practical course in show card writing aimed at merchants and students, presenting ten step-by-step lessons that begin with basic lettering strokes and progress to alphabets, layouts, and complete showcard designs. It outlines recommended tools and materials, offers practice charts and sizing guidance, and gives business- and season-specific sample cards and copy suggestions. Emphasis is on mastering uniform strokes, adapting styles to different retail trades, and developing sales-focused display writing through supervised practice and classroom or individual exercises.

INSTRUCTIONS—LESSON NO. 10
Finished Practical Work—General Review

If the work has been conducted by classes, this lesson will serve as a general review, and students should be asked to duplicate the examples shown on the next page.

The general review work should also include work in the simple alphabets with each student making a card with the round speed ball pen, one card with the broad pen, and one simple brush card.

The examples shown on following page should be shown to the class before the close of the previous class session, in order that the proper preparation may be made.

These cards are not difficult, but have been made up with the idea of giving the student an idea of variety—and individuality.

If an air brush is not available, an atomizer, or a simple “spatter” process will serve just as well.

Card No. 1. Size 9¾×14½ inches. The lettered panel was 5×7½ inches. The large part of the card was made by covering a piece of wall board with purple plush and mounting the showcard on it as shown. The showcard itself was of pebble finish, cream colored mat board, lettered in black with the price in white. The border as well as the underscore is also white.

Card No. 2. Size 14×8 inches. The background was light gray; with the mounting in light blue mottled mat board. The lettering was done with the brush, using dark blue ink. The outline was in white.

Card No. 3. Size 10×15 inches. Stock used was linen finish, cream colored mat board; lettering was done in black ink with a wide pointed pen. The border was finished with the air brush, and then striped with white.

Card No. 4. Size 9½×22 inches. Panel was air-brushed in purple; lettering was done with large size round Speed Ball pen; first two lines were underscored in light green. Price was outlined in light green ink.

Card No. 5. Size 8×11¼ inches. Lettering was done with a round Speed Ball pen, and the panel effect with the perpendicular lines was done with the pen, using orange color ink.

Card No. 6. Size 5×12 inches. Light tan cardboard; lettering done in reddish brown ink, using wide pointed lettering pen for the large letters, and the price was done with a No. 10 brush. The border was bright red, and the small lettering was done in bright red.

SUGGESTIONS FOR LESSON 10

Plates used by permission of Ely & Walker Dry Goods Co., St. Louis.