Advertising and selling : principles of appeal and response . ts of examination, re-sponse or imitation fit in most agreeably with theorganic habit and structure. The most perfectbalance would be what we call bilateral sym-metry. In such compositions each half is a per-fect copy of the other except for direction. Onlyin very formal compositions can this condition beconformed to. In actual representative painting,in type arrangement and illustrations by cuts,some deviation is of course required. So for practical purposes we usually have toresort to what Puffer calls substitutional sym-metry. Ac
Advertising and selling : principles of appeal and response . ts of examination, re-sponse or imitation fit in most agreeably with theorganic habit and structure. The most perfectbalance would be what we call bilateral sym-metry. In such compositions each half is a per-fect copy of the other except for direction. Onlyin very formal compositions can this condition beconformed to. In actual representative painting,in type arrangement and illustrations by cuts,some deviation is of course required. So for practical purposes we usually have toresort to what Puffer calls substitutional sym-metry. According to the principles of substi-tutional symmetry there are four items ofweight in composition, and these four itemsmay be made to balance each other in variouscombinations. The items are: 1. Mass. 2. Depth or vista. 3. Direction (of line or motion or attention). 4. Interest. Says Gordon: In good pictures one willprobably find an equation in which two of theseitems are set over against the other two, unless 154 FEELING TONE OF FORM ^I^ES= 1%*. «(, Like. , aeroplanes ^{?^ favorite trains)i Oer top tHe loftjxMountain cool deli^lit^^ At sucli a Ireiglit^ ~ Upon tHe road. f=of Antliracite.
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Keywords: ., bookcentury1900, bookdecade1910, bookpublishernewyo, bookyear1913
