Many concerns use paper of various tints, each of which identifies the particular department from which it comes. Thus, white paper may mark the letters from the executive department, blue from the selling department, and brown from the manufacturing department. But, even in such cases, the colors are used ordinarily only for inter-house or inter-department communications.

The sheet should be of standard size; that is the letter sheet should be folded to fit exactly into the envelope that is used.

Only such paper stock should be selected as can hold ink readily. Never select a stock that is not entirely serviceable on a typewriting machine. Never sacrifice the practical to the eccentric in business stationery.

An inferior quality of stationery is sometimes accepted by the shrewd observer either as a deliberate act to economize or as an indication of poor taste or indifference. A man who gets an estimate, for example, written on cheap paper, may be led to believe that the man who skimps on letter paper is apt to skimp on his work. So long as the paper represents the sender, just so long will the sender be judged by it.

From a semi-business or social standpoint, stationery often plays an important role; many instances are recorded where a man's private note paper has been the means of eliminating his name from select, social lists. The lady who, in writing to an employment office for a butler, used her private stationery with the remark, "that is one more way of giving them to understand what sort of a butler I want," knew the effect produced by proper letter paper.

In other words, the _stationery_ of a business house--the size, the proportions, the tint, the quality of its correspondence-paper-- offers the first of the several opportunities for the correspondent to put the recipient into a receptive state of mind toward the communication. It is an item that the shrewd correspondent does not ignore, because it offers him an opportunity--and the first opportunity--to score.

The _Typographical_ Make-Up Of BUSINESS LETTERS

PART IV--THE DRESS OF A BUSINESS LETTER--CHAPTER 13

_All business houses recognize the necessity for having printed letterheads and envelopes, but the variety of designs and styles are infinite. Nothing, not even the paper, affords such an index to the character of the individual or firm as the typography of the envelope and letterhead. An impression, favorable or otherwise, is created_ BEFORE THE LETTER IS READ. _This chapter describes the methods of printing, engraving and lithographing; the advantages of each process, and the difference in prices; the proper placing of date, name and address, the width of margins, spacing between lines--little points that contribute to the appearance of the letter and give it tone_

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The feature of a business letter that invariably commands the first conscious attention of the recipient is the name--printed or written--of the firm or individual from whom the letter comes.

Except when the correspondent intentionally omits this information for the purpose of inducing the recipient to notice a circular letter that he might otherwise ignore, the name and address of the sender is printed on the envelope.