Page:Book of Etiquette, Volume 1, by Lilian Eichler.djvu/194

166 of startling facts the next day that no other paper in town had. The very appearance of the card, its neatness and its obvious originality, commanded the attention of the man who hated publicity, and caused him to submit to an interview.

Of course we cannot all have special cards printed for certain occasions. Nor can we be original to the extent that we do not follow the rules of etiquette regarding correct forms for social cards. But we can make our cards so distinctive, so representative of ourselves, that the recipient will find as much pleasure in receiving them as we in offering them. And by distinctive we do not mean the fancy or embellished card, but the one that is strictly in accord with the rules of good usage as outlined in the following paragraphs.

Social and professional cards should be engraved either on copper or steel; plain, readable type should be used. Ornate scripts that are hardly legible should be avoided. Ordinary script type is permissible, but it must not be fancy or comprised wholly of swinging flourishes. A plain letter is always preferable. The ordinary Roman type, or any new modification of it, or Gothic lettering, is always in good taste.

When a large quantity of cards is desired, the copperplate should be requested, as the greatest number of clear impressions can be taken from it. Requests may also be made of the stationer to use an embossed plate so that the letters stand out in relief. The color should be white or cream. Other colors are in bad taste, although sometimes buff and pale blue cards are used by professional