by Freddy J. Nager, Founder of Atomic Tango LLC + Writer Who Loves To Read
And unto the Gods the art directors did offer the copywriter’s first born…
“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… keep reading