Excerpt from The Principles of Advertising Arrangement
The erroneous idea as to the meaning of Art and its application to industrial problems, more particularly in the advertising field, is the reason for this book. The term "prettiness," frequently used as a synonym for Art, gives an entirely wrong impression. Pictures and drawings, particularly in color, often pass for art objects when the Art in them is too slight to be detected. Art is quality - not mere material. Its elements are fitness and beauty. The successful choice and arrangement of materials of any kind must take into account this art quality because human intelligence demands fitness in things. The same human being loves and requires the element of beauty in all objects with which be is associated.
Art is a force and is, therefore, subject to laws or principles. A knowledge of Art as a force in advertising means a knowledge of the principles of fit arrangement and harmonious color. These are common to every field of so-called Applied Art. This modest effort is not calculated to exhaust the subject. It is only a set of condensed abstracts taken from ten lectures given before the Advertising Men's League of New York City. Its aim is to make clear some principles of form and color, and to apply them specifically in some of the fields of this important subject. If it proves to the advertiser that "Order is heaven's first law"; to the business man that Quality, not Quantity, counts, and to the public in general that color and arrangement, each speaks its own language, then it will have done its work.
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