Colin Wheildon - Type and Layout (Foreword by David Ogilvy) - 1st Edition [eBook (PDF)]
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Colin Wheildon - Type and Layout: How typography and design can get your message across - or get in the way
THIS BOOK MARKS A MILESTONE.
If you write advertisements for a living, as I do, it is a
matter of life and death that what you write should be read
by potential customers. It's the headline and copy that do the
selling.
The tragedy is that the average advertisement is read by
only four per cent of people on their way through the publication
it appears in. Most of the time, this is the fault of the
so-called "art director" who designs advertisements. If he is
an aesthete at heart-and most of them are-he doesn't care
a damn whether anybody reads the words. He regards them
as mere elements in his pretty design. In many cases he blows
away half the readers by choosing the wrong type. But he
doesn't care. He should be boiled in oil.
Fortunately, there are some art directors who do care.
They do their best to design advertisements in such a way
as to maximize reading. But hitherto, in making decisions
about the typography and layout, they have had to rely on
their guesses as to what works best. All too often they
guess wrong. Thanks to Colin Wheildon, they no longer
have to guess.
Some ways work better. This book reveals what they
are.
No guesswork here. Only facts.
Not long ago, I read a magazine which carried 47
advertisements set in "reverse" {white copy set on a black
background}. These ads could not sell, because research has
found that nobody reads white copy on a black background.
There are many other ways for art directors to wreck
advertisements-or, for that matter, magazine or newspaper
stories, annual reports, brochures, or any other sort of
printed matter. This book reveals them all.
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