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Elements of show card writing

Chapter 26: MORE 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.

MORE CARDS FOR SUMMER

Card No. 1. Size 9½×20 inches. Gold mat board with a cut-out picture pasted near the top as shown. The checker-board border was made with bright red. The word “Dresses” was lettered with No. 12 brush using bright red showcard color. This line of lettering was also shaded and striped with white showcard color. The small lines of lettering were done with No. 4 model “C” speed ball pen, using regular ink for pen work. The numeral “4” was lettered with white and then lightly air-brushed or shaded with dark red.

Card No. 2. Size 16×22 inches. Dark brown cardboard with the letter “W” in light green, outlined with gold. The balance of the first two lines of lettering was done with No. 12 brush using cream showcard color. The last three lines were made with a smaller brush using light red showcard color and mixed with yellow to form a very pale pink.

Card No. 3. Size 8½×13 inches. Plain white cardboard, round-cornered, with border outside of the panel air-brushed in light yellow. The flowers which show faintly in the reproduction were violets made with a small brush, using purple ink. The vines were done in light green. The lettering was done with model “C” speed ball pens, using gray ink for shading the words, “Men’s Shirts.” The numeral “3” was outlined in white.

Card No. 4. Size 9×5½ inches. Plain white cardboard lettered with No. 12 brush and black showcard color. The border and the figures were then airbrushed in purple ink and the face of the figures striped with white.

ATTRACTIVE SUMMER DESIGNS

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