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Elements of show card writing

Chapter 22: DESCRIPTION OF CARDS ON PAGE 39
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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.

DESCRIPTION OF CARDS ON PAGE 39

Card No. 1. Size 16×22 inches. Cardboard is imitation Circassian Walnut lettered in plain white. In lettering on cardboard of this character the student should bear in mind that such board is of necessity an oil finish and that paint with considerable dryer, or printer’s ink mixed with gasoline are best for lettering. Water colors are very unsatisfactory on surfaces of this kind.

This board is a fancy cut-out and may also be procured in the mahogany finish.

Card No. 2. Size 16×22 inches. Plain white cardboard with wall paper mat pasted onto the white board. Space occupied by the lettering was first air-brushed in light green which shows very faintly in the reproduction and this was then lettered with white showcard color, using No. 12 brush.

SUGGESTIONS FOR FURNITURE DEALERS

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