Headaches in Reverse
REVERSE OUT REVERSE
End this Affair
Some designers love putting copy into reverse. It looks different, clever and.. well, creative..
(for the uninitiated, this is when the words are printed in white on some darker background, as opposed to the more usual black on a white (or lighter) background.)
I hate it.
'Cos it's difficult - and sometimes impossible - to read.
It can work in headings and for very short sentences, but for most body copy you want to read, forget it.
So why produce any material that a prospective customer can't read?
It's similar with capitals - as in CAPITALS. They have their place in headings but upper and lower case (as you're reading now) works far better in body copy.
Because (am I repeating myself?) it's easier to read.
When you're next out in the country, look at the road signs: older versions (you know, the ones with fingers pointing you in the right direction) are invariably in upper case - ie capitals.
More modern signs are in upper and lower case.
Because they're easier...
We 'read' words and sentences as much from their shape and overall impression as from spelling them out letter by letter.
So give your clients a break (and a chance to become clients)...
by making it easy for them to read about what you can do for them.
get the words right - get in touch with me today!
ps: why are rear number plates on cars black on orange?
answer: they're easier to....