Is Reverse Type a No-No?

An art director showed me a promotion she was designing — and it was all in reverse type (white lettering on a black background).

When I told her not to use it because reverse type is hard to read, she said, “You can’t prove it by me.”

So I’m asking for your opinion … and your help. Do you use or avoid reverse type? Why? Any results or proof to back up your opinions and preferences?

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