I was reading the Daily News today and came across a 2-page spread that is part of AT&T?s new global positioning campaign.
The headline is in small blue type. The body copy is in reverse, in tiny white type. Both are on a black background.
Using reverse type in body copy, at best a risky proposition in magazine advertising, is a deadly sin in newspaper advertising.
Reason: the ink spreads more on the cheaper newsprint paper, encroaching into the white letters, and making the body copy almost unreadable.
I am sure that AT&T uses a big Madison Avenue ad agency to handle their advertising — and it is amazing to me that a professional art director on Madison Avenue does not know this simple design principle.