by Freddy J. Nager, Founder of Atomic Tango LLC + Writer Who Loves To Read
“The most important factor in selecting type is its readability. Type should be clear, easy on the eye, friendly, and inviting. Style is important — the choice of font is one of many elements that contributes to the image conveyed by the ad — but readability always comes first. Always… Never do anything to make the copy difficult to read. Type should be set in black against a clear white background – not a tint, not white on black, not in color.” – Robert Bly, The Copywriter’s Handbook
“In a recent issue of a magazine I found 47 advertisements with the copy set in reverse — white type on a black background. It is almost impossible to read.” – David Ogilvy, Ogilvy on Advertising
I love art directors….
- I love them as vivacious characters who live and breathe creativity.
- I love how they can turn my pedestrian ideas into mouthwatering cornea candy.
- And I love commiserating with them over drinks about all the conservative clients who want to bore the world into a coma.
I just wish they always loved words as much as I do… [Read more →]