Alameda High School - Acorn Yearbook (Alameda, CA)

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Designing Posters “WHNHIS is the class in Poster Designing,” said the teacher to an interested mother. “Just at present the students are busy making posters for the Pet Show at the Exposition.” “What other posters do you design here besides these?” asked the visitor. “This term we have made advertisements for the Acorn, the Orchestra Dance, the Senior Play, the two school performances, “Scenes from the South- land” and the “Park Play,” and for the designing class. “Are the students really interested in this work?” “Indeed they are, because of the competition in developing original ideas, styles, and color schemes. In making the different posters they learn about the different mediums for drawing, such as charcoal, ink, water color paints, pastel, chalk and distemper of frescoe’s paint. Few posters are made with more than three colors in order to lessen the cost of reproduction.” “Is that a copy from life?” “Yes. The student made a sketch of a neighbor’s parrot, then brought the drawing to school and enlarged and colored it here in class. Now the poster with rabbits silhouetted against the moon is not as simple as the parrot, but its charm lies in the color. As you see, the sky is purple and the moon and printing yellow. These two main colors of the drawing form the greatest possible contrast because they are complementary. The other colors so con- trasted are blue and orange, and green and red. These combinations are always effective. Above all things a poster must be simple—both in wording and design. If a person looks at an intricate picture he loses the dominating idea and the advertisement is a failure. It must be held in mind that a poster is an advertisement intended to catch the eye, hold attention, and con- vince the reader that he wants the article advertised—and it must do these things as beautifully as they can be done. If it fails in any of these things it is neither art nor an advertisement.” “What styles of lettering do you use?” “The lettering is a matter of great importance and we use all styles. It is absolutely necessary that the type of lettering conform to the style of the poster. If the picture is delicate, long, thin, graceful lettering should be used; but if the subject is heavy and dark, the lettering must correspond. “A notable fact about the German posters is the substantial, compact lettering, and the bold and plain color scheme and design. Ludwig Hohlwein is the best modern German poster-maker. On the other hand, the lettering on French posters is in frailer type and more scattered. The colors are varied and the design fantastic. They contain an element of grace and are less conventional than the German style. Steinlen is the greatest French poster worker. Strangely enough, his greatest and most popular poster is an adver- tisement for sterilized milk. In Europe many artists of international fame do not scorn the lucrative satisfaction of poster-making.” —Margaret Calcutt.

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Making Posters for the Pet Show at the P. P. I. E.

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Making Hats for the Exhibition of Millinery