The advertising world

Pierre Simon Fournier (1712-68), the most famous member of a French family of typographers, was a man of many parts: type cutter, ornament designer, music publishing innovator, inventor of the point system of type measurement-and pastry cook. In the last-named role he took peculiar delight. It was as if ornamental pastry was the one Fine Art. When teased about it, Fournier is said to have replied: "No: there are three Fine ArtsSculpture, Painting, and Ornamental Pastry-Making-of which Architecture is a branch."'

The ornamental pastry-making that is the concern of this book is Advertising Layout; and although no layout artist, even with tongue in cheek, is likely to relegate architecture to a subordinate position to layout or, for that matter, to put layout in juxtaposition with architecture, a certain relationship exists. For what the architect's blueprint is to the potential homeowner and to the builder, the layout artist's sketch is to the advertising client and to the printer.

And the skills necessary to produce a first-class layout are related to the skills necessary to design an aesthetically satisfying building, an appliance, even a painting.