Page 19 - May 2017
P. 19

Branch Reports


       Dorset Branch                         ‘type size’ and this had to be
                                             established by the layout touching all
       February Meeting                      four sides.
                                                Frank H Young discovered that a
            art of our meeting was taken     more interesting, less monotonous
            up with a discussion on various   and more meaningful arrangement
       Pitems for the 2018 Bournemouth       of the message is acquired by
       Convention.                           establishing the extreme top, bottom
          The rest of the meeting was taken   and sides of the space only once.
       up with a talk and demonstration by   After the four sides of the space are
       George on the ‘use of white space’ in   established and the publisher’s rules
       design.                               in this respect are met and by keeping
          He told us about the Four-point    all other elements narrower than the
       principle and the following is quoted   greatest width and shallower than the
       from his notes written in 1960 for    greatest depth the element of white
       his City and Guilds Full Technological   space is introduced.
       Certifi cate in Typographic Design, and      Frank H Young believed that his
       revised for our meeting.              ‘Four Point Principle’ produced better
          “This principle was developed      design, a more pleasing and effective
       by Frank H Young, Director of the     layout leading to possible greater
       American Academy of Art in 1946. He   response to the message contained in
       introduced space into adverts, which   the ‘type area’.
       traditionally fi lled the space allocated.   The application of the ‘Four point
       In order to standardize and secure    Principle’ is also valuable in other
       uniformity they introduced a rule that   forms of printing with the possible
       all advertisements must touch top,    exception of classical book margins.
       bottom and both sides of the advert      However in America in the late
       area, whether pages, half-pages,      1940s this system, when applied to
       quarter pages, or other sub divisions.  advertisements appearing in a mass
          The value of this rule to the designer   of other messages on a page, was
       of advertisements was that once       thought to have achieved a better
       the four sides had been established   layout by introducing the valuable
       they could do anything they wished    element of white space”.
       with the composition. Provided           George then gave us an exercise to
       that the area of the advertisement    open at home and experiment with
       was completely fi lled there was no    various elements to create a page.
       possibility that the printer would place   These will be discussed at the next
       the advertisement too high, too low,   meeting.
       or to one side of the area allocated to      The value of these talks is it gives
       it.                                   us all an opportunity to evaluate our
          The space that an advertisement    design skills and hopefully produce
       occupied was called, in America,      more interesting work.
       the ‘type size’ of the display. Each
       publication had its own individual                Win Armand Smith (10716)
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