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advertising layout angle applied areas arrangement artist attraction beauty bisymmetric block blue Bristol board brush cardboard color harmony color scheme color wheel commercial art complementary color composition contrast copy curves darker decorative display lines distance drawn effects ellipse engraving example Exercise eye level Figure finished forms graded gray halftone hand lettering horizontal illustrates India ink interesting line cuts linoleum locate magazine measuring method motif neutral objects occult balance orange original painted pantograph paper pen-and-ink pencil picture plane placed pleasing poster design Poster Roman primary colors principles printing problem produce proper proportion rendering reproduced result Roman alphabet Roman letters sample secondary colors secured serifs shape shown in Fig shows sketch slants small-space space student surface texture thick tones type faces type metal uncial value scale vanishing points variety vertical vignetted violet wood wood pulp WXYZ yellow zinc