Word: farrar
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Students and faculty of the Divinity School yesterday honored Willard K. Sperry, Dean of the Divinity School, who is retiring at the end of this year. Dean and Mrs. Sperry were hosts at a tea in the Farrar Room when the announcement was made of plans for a presentation of a portrait of Sperry...
...Good Doctor. To catch the reader's eye, Farrar insists on "simplicity, clarity, variety," uses clean types ("The best types are those that can be read even when the bottom half is covered up"). He prefers putting long stories into two columns under one headline because "it doesn't look so long to read that way." He eliminates unnecessary banners in favor of shorter headlines that "can be read without moving the human eyeball," does away with captions above a picture ("The movement of the eye is from the picture to the caption below; no one reads...
...Deacon Farrar finds the right tune for a paper not in his office (he has none) or his Laguna Beach, Calif, home but in a hotel room in the city where he is working. There, for a fee of about $100 a day and up, he cuts up heads from piles of old newspapers, pastes the letters into new arrangements, makes as many as 50 sample dummies. (Once a frightened chambermaid told the hotel manager: "There's a crazy man upstairs cutting out paper dolls.") Then Farrar "indoctrinates" the staff on how to put the changes into effect...
...Apprentice. Farrar learned about printing from the stone up. Born in Lynchburg, Va., he never got beyond the sixth grade; at 13 he went to work in a print shop. By the time other boys his age were finishing high school, Farrar had already won a national typesetting contest. Later he did the typography for International Correspondence Schools' books, began writing for printing-trade journals and teaching typography at New York University. In New York he also worked as a type expert for ad agencies, wrote The Typography of Advertisements That Pay (still a bible to admen), and opened...
...Farrar's faith in the power of good typography makes many a prose-conscious newsman wince. Says Typographer Farrar: "A poor paper with a good package has a better chance than a good paper with a bad package . . . A good-looking paper inspires better writing. It inspires pride of ownership. It inspires the circulation and ad people to go out and sell...