Use Color and Typography to Boost Response to Your Campaign
Relationships Are the Key
All value — and color — is in relation to the values and colors around an object or word. The obvious one is black and white - at opposite ends of the value spectrum.
You can't get any farther apart in value. According to tests, this is the most likely combination to get attention, and — if the type is black and the background is white — one of the best for getting customers to read and comprehend your message.
Each time you reduce the contrast between type and its background, you reduce the legibility and the comprehension. So if you use black type against white, it's the strongest, and so on.
Interestingly, for a single word or two, reversed out type on black (white type on black) maintains a high degree of legibility. But as soon as it's more than just a few words, studies show that people actually avoid reading it!
In Wheildon's book, he asks why in heaven's name would we ever risk someone not reading our message? Would we give up response for the sake of a design? While big egos and brand aficionados may sacrifice response for design, I maintain that it's possible to develop a brand look and feel that meets all the requirements of legibility and comprehension ... but when it's developed, that's the best time to influence the brand's visual characteristics.
Successful Marketing Efforts Must Have It All ... Including Strong Legibility
Stacking the deck is one of the challenges marketing and creative teams face when trying to develop a winner. You can have most of it in place — strong concept, great offer, brilliant copy, well thought out lists, appropriate format — but all of that is wasted if customers don't want to read your effort.