be avoided. as out of date and. untypographical. Headings do not have to
express the nature of the contents. but say what they have to say as clearly
and simply as possible. nothing more.
Unfortunately fraktur is still the almost universal text type in use. The
11/ust rierte Blatt (Frankfurt) has set a good example and gone over to
roman. This has made a great improvement in the paper's appearance. For
the need to use sanserif for display purposes. one can cite the further rea
son that it is the only face that truly matches photography, and has the
same essential objectivity. The hooks and tendrils of fraktur. the type of
16th-century officials. do not belong to our time and cannot ever be suit
able in such uncompromising expressions of the present as illustrated mag
azines and newspapers. Because at present a really good sanserif for
everyday use does not yet exist. the next most simple face. roman. has to
be used. The factual-impersonal roman faces. Garamond. Bodoni. Fran
zosische Antiqua. Nordische Antiqua. Sorbonne. and others. are better
than all the art and jobbing faces; their outer form (unlike the latter faces)
does not dominate their content.
Photographic blocks are improved when used without ugly border rules.
The borders. often centimetres thick. to be seen in many newspapers. must
absolutely be avoided. They are neither attractive to our eyes nor helpful to
the effect of the pictures. but unsympathetic.
There are no laws for the placing of pictures on the page. Strong contrasts
in size and form (large-smal l. tight-loose. dark-light. vertical-horizontal.
deep-shallow. etc ) are easy to achieve and attractive. Photomontage can
be used effectively in many ways. In view of all these rich possibilities. it is
astonishing how poor is the design of most of our illustrated papers. The
appearance of even the most important of them is really provincial.
Sportsp1egel and Oer Weltspiegel have made good efforts to improve their
arrangement of pictures.
As well as the above-mentioned items. the total ly unnecessary framing of
picture pages must take part of the blame. These frames should be dis
carded. making the pictures larger and more effective.
A further advantage for our time is the unified format. which was previously
lacking. The DIN format A3 (297 x 420 mm) should be considered here. as
most suitable for this purpose.
Final ly we must mention the printing techniques of il lustrated papers. We
can certainly expect an ever-increasing use of rotary gravure. It is undoubt
edly the most suitable process for illustrated papers. Offset-litho. because
of the lack of depth in its printed images. cannot compare with it; in this
connection it is in the same class as ordinary rotary letterpress. which also
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(Elle)
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