Elements of show card writing

Chapter 21: DESCRIPTIONS OF CARDS FOR SUMMER

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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.

DESCRIPTIONS OF CARDS FOR SUMMER

Card No. 1. Size 16×22 inches. Gold mat board in fancy “cut-out” pattern. Large lettering done in white color with air-brushed shading in light red. Smaller lettering done in black ink.

Card No. 2. Size 16×22 inches. This card was made of tan mottled mat board with air-brushed panel as shown in reddish brown. Large lettering is in white—the small lettering in black. Such cut-out panel effects have the appearance of two sheets of mat board being used.

CARDS FOR SUMMER

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