Some Notes On Catalog Making

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Have some one in the sales department write the first draft in his own language and from his knowledge obtained from personal contact with customers. Then take his facts, no matter how crudely expressed, and put them in more presentable shape for publication.
In the matter of illustrations and engravings, select the goods to be illustrated, bearing in mind who is to be impressed; determine the most effective views, sectional, entire, perspec- tive, exterior or phantom. Decide the most practicab
...le treatment to remove objectionable features and make pleasing to the eye. The [19] style of engraving must vary according to the subject, depending on the size of the edition, whether to be electrotyped, kind of paper, and amount of wear to be given the cuts. The pho- tographer should be one who knows how to take pictures designed for commercial reproduction, and the viewpoint selected carefully to avoid distortion. Solio prints of brown tone are most advantageous to retouching. One hundred and seventy-five screen half tones are more difficult to print, as the mesh is apt to fill, while in one hundred and thirty-three screen more detail is lost in reproduction.

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