Falls (December 10, 1874 – April 15, 1960), was an American artist and member of the Decorative Designers, most known for his illustrations and writings.

[5] Falls illustrated posters throughout the war that promoted military recruitment as well as book drives to benefit soldiers overseas.

[6] It features wood block cuts of various animals that are used to help represent certain letters of the alphabet, and utilizes blue, green, orange, and yellow backgrounds to enhance the black-inked woodcuts.

[7] Falls' wood block design is believed to have been inspired by English author William Nicholson's The Square Book of Animals.

Falls received good reviews for The ABC Book, which was used to show that American authors were able to create work on the same level as their English peers.

[8] In 1914, Falls wrote, directed, and starred in a play called "Perfectly Happy" that performed at the Berkeley Theatre.

The dramatic, aggressive, and colorful style that had brought him success was no longer considered fashionable in the changing graphic art world.

Unlike most woodblock artists of his time, Falls incorporated brighter colors of blue, green, orange, and yellow, to contrast his black-inked woodcuts.

[10] In 1960, Falls was recognized for his work with the Benjamin West Clinedinst Memorial Medal, which is awarded for exceptional artistic merit.