,illustration3 ,bookcover3 ,,gift ,,card ,,designing by ,,pedro ,j ,,lemos ,,this ,,christmas ,,wreath ,,for ,,you ,,published ,,by ,,the ,,school ,,arts ,,magazine ,the ,davis ,press1 #be ,foster ,street1 ,worcester1 ,mass4 ,,copyrighted #aibb1 ,,by ,,the ,,davis ,,press1 ,,inc41 ,,worcester1 ,,mass41 ,u4 ,s4 ,a4 ,gift ,card ,designing ,,pedro ,j4 ,,lemos ,there is less satisfactory holiday hunting for greeting cards than for any other gift4 ,visit any shop where gift cards are in evidence and you will note how prospective purchasers go over and over the display1 finding one here1 discarding it later and at the end possibly making a hesitating and unsatisfied selection4 ,publishers have stated to me that if there is one symbol of the holiday season that should be rejuvenated1 it is the custom of sending gift cards4 ,we can all recall how dear to our eyes were the lace-edged1 isinglass1 snow-encrusted gift cards1 which had to be handled with finger tips1 and the singing bird sentiments1 which were so daintily revealed by a surprise opening of a flap4 ,these cards1 together with the horse-hair sofa and the wax flowers in a glass dome1 were part of a certain evolution1 and1 of course1 the only place now for such cards is way down at the bottom of some memory box4 ,previous to the world war1 ,america was flooded with cards of a gingerbread tinsel order of decorations turned out by the million in foreign countries4 ,these1 as well as postcards1 were printed in huge editions by sweat-shop methods1 which1 together with certain 8can't-be-done-better0 slogans1 caused our own shops to fall back as competitors4 ,now we all know that1 no matter how perfect the printing may be1 the design and idea must be the selling factor of the gift card4 ,and again1 the more the idea and wording meet with the personal or local trend of the community in which it is distributed1 the better it will be accepted4 ,that possibly is the reason why you and ,i can't find what we want when we look for a card to express our personal feeling1 because it was expressed either in ,dresden or ,london or ,hoboken or ,squashville4 ,what we need are cards that are typical community expressions from the parts of the country from which they come4 ,it is just as foolish for me to send you a card from ,california with a home-coming sleigh scene having snow-burdened roofs for a back-ground1 as it would be for you to send a decoration unrelated to your environment4 ,let's use motifs and scenes and wording which create the charm of our home section1 and we will find that the card will be doubly welcomed by the recipient on that account4 ,if the ,american card is to be encouraged in ,america1 the designing and appreciation of such must be started right in the art rooms of our schools2 and the most important part of such a problem is the lettering4 ,lettering need not be approached with fear and trembling1 for it can be done with ease and pleasure4 ,i know of students who shunned lettering because they thought it mechanical and laborious1 but who1 after discovering its possibilities1 had almost to be bribed to do anything else4 ,the old masters and artist-craftsmen recognized that lettering could be as artistic as the worker desired and nothing is more beautiful in lettering than the illuminated manuscripts and books of those ages4 ,the easiest way to produce lettering is to use the lettering pens4 ,these pens are made with a separate1 small brass tip which is placed on the pen as a fountain4 ,the fountain is filled from the quill of the drawing ink bottle1 just as the ink is put into a ruling pen4 ,as the pens come in about twelve different stroke-widths1 it is well to have a pen holder for each size4 ,this will save confusion and time4 ,when the pen is being used it should be held so that both sides of the pen-point rest on the paper4 ,it is not necessary to press the pen for wide parts1 as it will almost automatically produce the wide strokes when brought downward and the thin strokes when brought upward4 ,the board on which the drawing is made should be placed at an angle of #de degrees to permit the ink to flow well4 ,if too great a slant is used1 the ink1 strange to say1 refuses to run up hill1 and if the board is placed flat1 the ink on the pen will be too ambitious to arrive4 ,before beginning a card1 the idea should be roughly planned1 so that the general forms may be considered4 ,this is termed the 8dummy40 ,in planning the dummy1 consider carefully the margins4 ,good lettering is often spoiled by poor spacing4 ,because you are doing lettering1 do not ignore design principles4 ,every design principle you know of can be used in lettering1 just as it can be in any art application4 ,to prevent your lettering from being at a slant1 or 8off its feet10 to use the printer's term1 you should rule light vertical plumb lines to guide your letter strokes4 ,when lettering1 remember that unity must be thought of continually4 ,if the finish of each stroke or 8serif0 is large on the first letter1 it must be similar on all other letters4 ,the thin strokes throughout a line of lettering should be equal in weight4 ,this rule applies also to the thick strokes4 ,the lettering pens take care of this if used properly and if no undue pressure is placed on the pen4 ,a beautiful initial is always a happy beginning to a quotation4 ,with color or illumination added1 much charm is possible4 ,if the lettering is on soft-surfaced paper1 it will be found that a leather tool or other metal point can be used for tooling the initial from the back as well as from the front4 ,gold or silver water colors1 added with proper restraint give a sparkle to the card4 ,if your class wishes to raise funds for some worthy enterprise try having a class competition for gift cards4 ,the verses can be a problem for the class in ,english4 ,selecting the best half-dozen designs1 get in touch with an engraver1 and have the students make working-drawings4 ,right there you will learn something new about drawing for the industries4 ,then after the engravings are received1 if your school is one of the fortunate ones with a printing department1 have your students co-operate with the printing students in securing the right colors1 etc4 ,plan envelopes1 which can be easily made by cutting the paper from patterns and then folding and pasting them together4 ,beginners in gift card designing should all be encouraged to start with simple work1 similar to that in ,plate #c4 ,such work results in well-designed cards and is encouraging to the originator4 ,the idea of using cut paper is always good with amateur artists1 as it helps them to keep their work simple and makes color harmonies easier4 ,elaborate ideas1 such as figures1 ornate designs1 etc41 should be avoided at the start4 ,in selecting colors1 the students should be encouraged to use subdued or grayed tones1 for1 by this means1 they are much more certain of obtaining a rich-looking card4 ,there are too many printed cards already on the market which are done in gaudy colors1 without adding more4 ,if cut paper cards are made1 the students can decide on the colors they want by laying strips of the colored paper side by side1 until the best color scheme has been decided upon4 ,too much stress cannot be laid upon good placing or arrangement of the lettering4 ,in ,plate #d1 we have a series of cards that are fairly good1 but that would have been quite a bit improved by better lettering4 ,the ideas and general arrangement of these cards make them good suggestions4 ,often we find students in classes turning out cards all based upon the same general composition4 ,it is easy for students to follow a general type of card suggested by the teacher or some progressive young artist4 ,in ,plate #e1 we find a page of ten typical arrangements4 ,although different as to basic composition1 they are all good1 and can be used as a start for original work4 ,always bear in mind the idea that both lettering and decoration should be in complete harmony4 ,light fantastic lettering1 for instance1 would not be in harmony with heavy1 bold decorations4 ,in late years we find many artists and designers1 who cannot find suitable cards in the book shops1 sketching designs of their own and having them printed4 ,in this way they can put in an individual touch and produce a card that exactly meets their requirements4 ,although such a card is more expensive than a stock card1 the plan works out well for those who have a fair list of mailing acquaintances4 ,a page of such cards is shown in ,plate #f4 ,the use of flat1 massive tones1 provided the colors are not too heavy1 always makes a distinctive card4 ,plate #g shows a page of such designs4 ,a good typical example is the card in the lower right hand corner which contains the quotation from ,dickens4 ,the use of toned paper often helps4 ,at most art stores it is possible to obtain a vegetable parchment paper which makes splendid material on which to draw or print the strong1 decorative type of gift card4 ,oftentimes we receive or send holiday cards that are based on a humorous trend4 ,nothing takes so well as a bit of verse with a smile tied onto it somewhere1 provided it is well done4 ,a cheerful card is generally kept and placed where its owner can see it often4 ,designs for such cards should be well-planned1 in order to avoid an appearance of the comic valentine in their general make-up4 ,a page of work having the semi-humorous element is found in ,plate #h4 ,anyone desiring to reproduce an artistic card with the minimum expense1 will do well to look into the idea of using cut linoleum4 ,by planning motifs that hold well together1 and are strong in design1 it is possible to cut out some very acceptable blocks in heavy linoleum4 ,from these1 almost any number of gift cards can be printed by hand in varied colors4 ,when dry1 these cards can be hand colored4 ,because of the difficulty in cutting out the letters1 one should use as few words as possible4 ,designs adapted to this work are found in ,plate #i4 ,occasionally1 students having a natural bent or enthusiasm for design will be found anxious to produce a card of the style found in ,plate #aj4 ,in cards of this kind1 careful attention must be given to the motifs used and to the placing of these motifs in the general composition4 ,as most of the stress is laid on the design1 rather than the lettering1 it is important that this design be well planned and equally well carried out4 ,in case of doubt1 it is better to leave out some of the ornament rather than have the card overcrowded or ornate4 ,the holiday motifs shown in ,plate #aa are not only adapted to gift cards1 but also to posters1 place cards1 and room or tree decorations4 ,it is a good problem to allow the students to take such a page of motifs and from them to plan their own card1 using their own ideas as to size of card1 proportion1 lettering1 etc4 ,this is splendid training for the artists in the line of what is known to the printers as 8make-up40 ,after the preliminary sketches have been made the teacher can call attention to mistakes in balance1 rhythm1 etc41 and suggest corrections4 ,other useful ornaments1 not only for ,christmas but also for ,easter and ,hallowe'en1 are found in ,plates #ab and #ac4 ,the test of a student's ability lies in the way he is able to arrange such motifs into a good card1 or the manner in which he derives ideas from these motifs for original work4 ,plate #ad gives us some very effective motifs for ,washington's ,birthday4 ,these figures can be cut in paper1 done in opaque wash1 or finished in pen and ink4 ,original poems may be written by members of the class and added to the card4 ,school programs or invitations can be made a class problem for this topic4 ,valentines also afford a good opportunity for a class problem4 ,try to encourage in the students the development of new ideas or original treatment in the handling of their valentine cards4 ,a card does not need to be gaudy1 over-elaborate1 or grotesque1 in order to be attractive4 ,a few simple motifs1 well placed1 and with good coloring1 will produce the most pleasing kind of a card4 ,humorous cards1 containing good clean fun are always acceptable1 if well done4 ,a ,valentine containing unique possibilities is shown in ,plate #af4 ,the same idea can be varied so as to make a number of novel cards4 ,the little envelope1 which this card features1 is easily constructed and will hold quite a message1 if written carefully4 ,the figure of the messenger can be hand colored in buff and vermilion4 ,the cards and motifs shown on these plates make a series of general suggestions4 ,based on the types shown here1 as regards lettering1 design1 and card sizes1 gift cards for the various holidays and for birthdays can be planned and worked out4 ,once your students produce such cards1 they will never again be satisfied with stock cards4 ,successful students can find remuneration as well as much joy in designing gift cards for their friends' needs1 and in time may be able to create a market in their own locality4 ,outline for ,problems in ,gift ,card ,work ,,problem #a4 ,have students select or originate a good ,christmas sentiment4 ,next1 sketch on an #h x #aj sheet of pencil paper four different arrangements of this idea4 ,,problem #b4 ,after selecting the best composition from sketches in ,problem #a1 plan a card and envelope arrangement to go with it4 ,study over suggestions given in ,plate #b4 ,,problem #c4 ,using three colors and a tinted paper1 complete the idea planned in ,problems #a and #b4 ,possibly two varied types of cards can be worked up4 ,,problem #d4 ,as a variation1 design and complete two simple cards in cut paper4 ,use about four colors1 using the background as one of the colors4 ,,problem #e4 ,keeping the flat decorative type of work as a standard study the cards in ,plate #g4 ,next1 design a ,christmas folder of two or four pages1 having a cover design and lettered verse inside4 ,,problem #f4 ,plan a set of four holiday tags or stickers to go with packages4 ,these should not exceed #b x #c inches in size and can be of the semi-humorous type4 ,,problem #g4 ,have students copy a good pen alphabet using both the capitals and small letters4 ,this card should be made on a #h x #aj sheet of bristol board4 ,,problem #h4 ,either look up or originate some text that will make a good holiday gift4 ,block out a wall card that will be about #f x #i inches in proportion and design the motto to fit this space using the pen letters studied4 ,,problem #i4 ,study the cut paper cards made in ,problem #d4 ,also look at ,plate #i4 ,next1 on pencil paper1 block out two compositions that will cut well in linoleum4 ,select the best and work it out carefully in color1 planning every part in flat tones4 ,,problem #aj4 ,from color sketch1 trace and cut out the linoleum blocks4 ,using opaque water colors1 print a set of fifteen or twenty good cards4 ,make envelopes to go with them4 ,vary color schemes if desired4 ,,problem #aa4 ,allow each student to originate a color scheme and table plan for a ,christmas dinner4 ,after this has been perfected1 have each student make six place cards to go with the decorations4 ,,problem #ab4 ,study suggestions in ,plate #ab and #ac4 ,from these or other material1 design one round and one oblong sticker to be placed on a gift package4 ,this may be for any of the holidays or for a birthday4 ,,problem #ac4 ,look over ,plate #ad4 ,using these suggestions or similar ones1 plan a program or an invitation to ,washington's ,birthday exercises at the school4 ,size and color optional4 ,,problem #ad4 ,study ,plates #ae and #af4 ,next1 design two good ,valentines1 one being of the greeting type and the other having some novelty added1 as the one found in ,plate #af4 ,keep lettering clear and simple4 ,,problem #ae4 ,design an artistic ,easter ,card1 using white or cream paper and delicate coloring4 ,tie with appropriate cord or ribbon4 ,,problem #af4 ,plan invitations to a ,fourth of ,july party4 ,work for a unique effect without using too many colors4 ,,problem #ag4 ,do the same with ,hallowe'en1 using cut paper instead of colors4 ,,problem #ah4 ,design an invitation to a ,thanksgiving dinner1 using a combination of ink outlines and flat washes of watercolor4 ,illustration3 ,,plate #a ,a ,,good ,,gift ,,card is always first sketched in lightly and planned from the standpoint of good balance and design4 ,in designing a card always try several small arrangements or compositions before deciding on the one to complete4 ,illustration3 ,,plate #b ,,in ,,addition to the planning of the lettering1 the designer has an opportunity for invention as regards the type of card and its envelope or container4 ,a novel idea goes a long way toward success4 ,illustration3 ,,plate #c ,,nothing pleases the receiver so much as a hand finished card from some good friend4 ,above are some simple designs that any artist could produce4 ,these originals were made by children4 ,illustration3 ,,plate #d ,,another ,,page containing some simple compositions4 ,by using subdued tones of green1 red and white on a gray or buff paper1 very interesting color effects may be obtained4 ,these were made by students in high school grades4 ,illustration3 ,,plate #e ,,christmas ,,cards4 ,ten typical arrangements4 #a4 ,full panel decorations4 #b4 ,initial decoration4 #c4 ,ornamental initial4 #d4 ,text illustrated4 #e4 ,lettering only4 #f4 ,lettering and panel ornament4 #g4 ,panel decoration and text panel4 #h4 ,pictorial panel and text4 #i4 ,border decoration4 #aj4 ,free symbol and text4 ,all the originals1 several published for general sale1 others privately printed1 were in color4 #c1 #f1 #g1 #i1 and #aj were hand colored4 ,to make an original card1 choose the arrangement that seems most desirable1 and substitute elements having a personal appeal--other salutations or quotations and appropriate decorative elements4 ,illustration3 ,,plate #f ,,four ,,varied ,,styles of design in holiday cards1 for more advanced talent4 ,note how each one is based on a foundation of good design4 ,these cards were all designed by those sending them out as personal greetings4 ,illustration3 ,,plate #g ,a ,,page of strong designs made by art school students4 ,notice how the designs have been kept in simple broad masses and the lettering made part of the design4 ,the originals in color were even more unified4 ,illustration3 ,,plate #h ,a ,,page of ,christmas ,cards in which a semi-humorous element has been incorporated4 ,cards like these often create a pleasant variation from the more formal ones4 ,these were designed by high school students4 ,illustration3 ,,plate #i ,,strong1 ,,well ,,massed ,,designs like these are well adapted to work in cut linoleum4 ,if printed in a deep gray or brown and hand colored with light washes of transparent color they make an unusually rich looking card4 ,illustration3 ,,plate #aj ,,cards using figures of the poster type4 ,in these the accent has been placed on the decorative design quality4 ,if properly done1 such a problem gives the student fine training in spacing1 balance and rhythm1 and results in a highly artistic card4 ,illustration3 ,,plate #aa ,a ,,set of holiday motifs that will help in planning ,christmas ,gift ,cards or quotations4 ,these are simple enough to be used by beginners4 ,illustration3 ,,plate #ab ,a ,,page of useful holiday designs4 ,these may be used as the basis of original cards4 ,their wide range suggests a variation of techniques4 ,simple line drawings1 similar to that of ,hallowe'en are best adapted to hand coloring4 ,illustration3 ,,plate #ac ,,another ,,page of good suggestions4 ,the silhouette at the top suggests possibilities in cut paper for the little folks4 ,the use of cut out motifs in colored paper is an easy way for the younger artists to make their cards4 ,illustration3 ,,plate #ad ,,suggestions for ,washington's ,birthday4 ,silhouettes may be produced in cut paper1 stencil work1 opaque colors or pen and ink4 ,both ,washington's and ,lincoln's ,birthday offer good opportunities for art projects4 ,illustration3 ,,plate #ae ,a ,,page of interesting ,valentine designs4 ,the use of a light and dark color against a medium toned paper is a sure way of obtaining quick and effective results4 ,variations1 without figures1 can be made by the younger artists4 ,illustration3 ,,plate #af ,a ,,unique ,,valentine ,,design4 ,in this one an individual message can be written and put in the little envelope4 ,variations1 such as a little dog holding a valentine-letter or a bird with one in his bill might be worked out similar to this idea4