AT&T?s Art Director Gets a D+

January 3rd, 2006 by Bob Bly

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.

This entry was posted on Tuesday, January 3rd, 2006 at 5:25 pm and is filed under Advertising, General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

31 responses about “AT&T?s Art Director Gets a D+”

  1. Mordechai (Morty) Schiller said:

    Bob,

    It’s that same old story: “Pretty is as pretty does.”

    All too much advertising is created to impress the client (or the writer/designer’s friends). Give me an old buckeye ad that sells anytime!

    That’s what we’re hired for… to sell.

  2. Dianna Huff said:

    Bob,

    Any devotee of Colin Wheildon’s “Type and Layout” book will know that reversed type significantly lowers reader comprehension.

    Wheildon states in his book, “Participants in these tests of text printed in reverse reported a form of light vibration, similar to, but worse than, that encountered when text was printed in high intensity colors. This vibration seemed to make the lines of type move and merge into one another. Eighty percent [of participants] reported this phenomenon.”

    Comprehension level for black text printed on white:
    Good 70%; Fair 19%; Poor 11%

    Comprehension level for white text printed on black:
    Good 0%; Fair 12%; Poor 88%

    As I tell my clients, if they can’t read your copy, then they’re not buying your products.

    Dianna Huff

  3. Victor said:

    In any media the last thing we want is to lose our reader or listener because the message is hard to read or hear. This can all too quickly lead to “No sale”.

    We see this black background with small white letters on some Web sites too. It’s just as bad there.

    Most times the simple, straightforward and clear message is more effective than the fancy one.

  4. Karen Gross said:

    Every day I see magazine ads, signs in front of buildings, magazine articles, and more, that are designed by people who clearly don’t have a clue how their “artwork” will be seen in its real-life environment.

    What surprises me most is that people actually get paid to create all of these inferior things. Doesn’t anyone critique the work being done?

    My philosophy is that if you can’t read it easily, it’s useless.

  5. camion said:

    Grand emplacement! La conception est merveilleuse!

  6. cazzi said:

    La buona visione del senso!

  7. filme porn gratis said:

    I’ll be BACK! :) 😉

  8. free hard core porn reality sites said:

    free hard core porn reality sites

    free hard core porn reality sites

  9. francesco totti said:

    Interfaccia comoda, colori piacevoli, buoni!

  10. hentay said:

    Guter Aufstellungsort, ja!

  11. transex said:

    Interfaccia comoda, colori piacevoli, buoni!

  12. arcuri manuela said:

    Interesting comments.. 😀

  13. cartoon said:

    Was kann ich sagen? Wirklich gute Arbeit erledigt mit dem Aufstellungsort?

  14. cucumber sex toy said:

    cucumber sex toy

    cucumber sex toy

  15. fattest pussy in the world said:

    fattest pussy in the world

    fattest pussy in the world

  16. seso said:

    Great site! Good luck to it’s owner!

  17. asian divx porn free said:

    asian divx porn free

    asian divx porn free

  18. pictures of big cocks in gay men said:

    pictures of big cocks in gay men

    pictures of big cocks in gay men

  19. grey couch naked blonde said:

    grey couch naked blonde

    grey couch naked blonde

  20. big penis shemale said:

    big penis shemale

    big penis shemale

  21. grow hair said:

    I cannot completely commit to Camp 1 as I do think there are times, and situations, where users have to take responsibility for their own choices. For example, if someone choses to remain on dialup when higher speed connections are available, and within their reach, I do not think I should be obliged to design with their free choice in mind. If they choose to stay with an older browser rather than upgrade, why should I have to take that into account? To do so would constrain design and possibly compromise the experience of others for no good reason. http://www.managehairloss.com

  22. free black gay galleries said:

    free black gay galleries

    free black gay galleries

  23. hot local blondes available said:

    hot local blondes available

    hot local blondes available

  24. girl piss in said:

    girl piss in

    girl piss in

  25. jill kelly porn star galleries said:

    jill kelly porn star galleries

    jill kelly porn star galleries

  26. the movie triple xxx said:

    the movie triple xxx

    the movie triple xxx

  27. HertzoK said:

    cymbalta every other day 90 mg cymbalta side effects . buy albuterol discontinuing cymbalta symptoms how fast does cymbalta work cymbalta anxiety depression is there a generic cymbalta cymbalta withdrawal . cymbalta high dose is cymbalta generic cymbalta 30 mg coupon sweating and cymbalta. duloxetine hydrochloride generic cost of cymbalta 30 mg duloxetine dr side effects can cymbalta cause insomnia .

  28. NikkisWEsr said:

    oxycotton side effects symptoms of oxycodone dependence . oxycontin addiction side effects oxy coton difference in oxycodone and oxycontin mail order pain pills best online pharmacy for oxycodone effects oxycontin . mail order oxycodone 30 mg can you take oxycodone and oxycontin together what type of drug is oxycontin long term effect of oxycontin. dilaudid for sale online online oxycodone ordering oxycontin addiction signs oxycodone wiki .

  29. NillCor said:

    pain medication online online pain relief . oxycodone 30mg side effects buy pain meds now reviews 20 milligram oxycodone acetaminophen and oxycodone hydrochloride buy pain meds now can you order painkillers online . oxy ir 20 oxy ir 10mg getting prescribed oxycodone how do i get oxycodone. 15 ml oxycodone 20mg oxycodone oxycodone images endone pain medication .

  30. ZassMuh said:

    daizepam diazepam tab buy diazapam online order diazepam online canada. diazepam dose for anxiety generic diazepam 10mg where can you buy diazepam diazepam intensol . online pharmacy diazepam diazepam dosages . valume pills diazepam where to buy diazepam for muscle spasms diazepam 5mg buy online diazepam 10mg diazepam for sleep dosage

  31. FollLer said:

    buy tetracycline rivotril 0.5 mg clonazepam drug class snort clonazepam. snorting clonazepam 1mg clonazepam 0.5 clonex drug zapiz 0.5 mg side effects . clonazapan snorting clonazepam 1mg . clonazepam long term side effects clonazepam dosage for sleep disorder clonazepam dosage for anxiety clonazepam dose for sleep clonazepam benzodiazepine can u get high off clonazepam

Leave a Reply