Probably every portrait photographer resorts to some such "dodge" for making a face lighter or other similar purpose, and he finds that the application of water-color paint in ever so thin a wash makes so much difference to the printing density that blue is commonly used as being a quick printing color, the effect of which is therefore not so great; an equally dense layer of blue and of red to any portion of a negative would print very differently, the red shutting off the light action much more powerfully than the blue.

people, and pets. Always include a caption. Screen Tints — Use screen tints to draw attention to specific areas of copy. This gives the appearance of more than one color when doing one-color printing. Use light backgrounds for maximum readability. Short Words, Sentences, and Paragraphs — Short. Delivers. Punch. Short grabs attention, helps keep the reader reading, and effectively breaks up long copy. Sidebars — Sidebars help hold together — and differentiate — blocks of copy. They are excellent for case studies, testimonials, and product highlights. Simulated Hand-Drawn Doodles — A.k.a. CopyDoodles®. Simulated hand-drawn doodles help draw the reader's eyes to important areas of your copy, add variety and interest to the eye and brain, and create a more personal reading experience. Simulated Handwritten Margin Notes — These

Color. El color es lo primero que ve la gente y, por lo tanto, es un elemento crucial de la matriz visual. ¿Qué colores transmitirán mejor el objetivo de la empresa? ¿La empresa es divertida? ¿Es seria? ¿Es dinámica? ¿Es formal? ¿Quiere llegar al corazón de las personas, a sus mentes, o a los dos? Si digo «divertida», ¿le vienen unos colores concretos a la mente? Si digo «seria», ¿ve los colores oscuros que evoca la palabra? Si digo «dinámica», ¿puede visualizar qué colores aparecen? ¿Puede oír el sonido de esos colores?

if you are writing the clearest, truest words you can find and doing the best you can to understand and communicate, this will shine on paper like its own little lighthouse. Lighthouses don’t go running all over an island looking for boats to save; they just stand there shining.

Most grown-up people get rid of the childish notion that whatever appears in print is true, but many cling to the equally absurd notion that the printing of a statement does give it some claim to dignity and credence. For the purposes of argumentation, let us here make this point emphatic: The mere fact that a statement appears in print lends not one atom to its value. Every assertion that is brought forward — though it may have been printed a thousand times and repeated a million times — must be challenged and tested before it can be regarded as trustworthy testimony of authority, — before it can be of any value as evidence.

What is vitally important is making sure your message fulfills two objectives: First, you don’t want your message to trigger fear alarms. And second, you want to make sure it gets recognized as something positive, unexpected, and out of the ordinary — a pleasant novelty. Bypassing

We tend to discount a lot of meaning that goes on in life that's non-verbal. Color can convey a total range of mood and expression, of one's experience in life, without having to give it descriptive or literary qualities.

When all things are equal, translucence in writing is more effective than transparency, just as glow is more revealing than glare.

The written word. It should be clear, concise, and directly to the point. My dad is fond of saying, “If I had more time, I would have written a shorter letter.” His point is this: Let every word tell.

My brother works for a forestry commission. He writes only in green ink to persuade his bosses to make it a standard ecological colour for all forestry business. I asked him what colour ink he would use if he gave up eating whale meat and worked for a whaling company. He said whales were colour blind.

Printing will tell you such useful things and such interesting things that not being able to read would be as bad as not being able to see.

First, you don’t want your message to trigger fear alarms. And second, you want to make sure it gets recognized as something positive, unexpected, and out of the ordinary — a pleasant novelty.

I wish I had the talent to paint the way I feel about you, for my words always feel inadequate. I imagine using red for your passion and pale blue for your kindness; forest green to reflect the depth of your empathy and bright yellow for your unflagging optimism. And still I wonder: can even an artist's palette capture the full range of what you mean to me?

One can derive the same fun from print-making as from making mud pies and great subtlety can be achieved through the use of transparent inks, half-tone screens and even accidental colour combinations, which is often where the art hides.