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Elements of show card writing

Chapter 17: “SPECIAL” ALPHABET
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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.

“SPECIAL” ALPHABET

This alphabet is a Variation of the Roman and Old English combined. There is always a demand for something neat, and attractive, and not too difficult or “fancy” to be easily made and easily read.

The same alphabet used week after week becomes monotonous, and students will find the “special” alphabet shown on the following page a very interesting one.

The capitals are quite easy, and follow somewhat after the style of the plain, single stroke Roman, for the pen and brush, shown previously.

Cards to be used in jewelry stores, for millinery, and other high class lines of merchandise, look “classy” and are very attractive when lettered in this style.

When using this alphabet it adds greatly to its attractiveness to procure tinted cardboard. A faint tint of purple, blue, brown, etc., greatly enriches the cards. Cream tinted cardboard is also admirably adapted to this purpose.

Black cardboard may also be used, or other solid color. By thinning the regular showcard colors somewhat with water, beautiful work can be done. Black cardboard with white lettering is decidedly appropriate in jewelers’ windows but the cards must not be too large.

At Christmas time this is a very desirable alphabet because it has many traits of the Old English.

With a little practice the fundamentals will soon become fixed in the mind, and the student will have one more alphabet added to his “vocabulary.”

Practice the layouts as shown, using black cardboard and white ink for the second, and light blue ink on white to form the dotted center panel of the third card.

FOR BRUSH OR PEN

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