Bob Bly Direct Response Copywriter Official Banner

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.

Share

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.

41 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. wixay said:

    despite protests to the contrary, Madison Avenue, as evidenced by national ad campaigns, has as myhr kohls primary objective creativity, not sales.

  28. jstechaustralia said:

    We provide the best mobile repair service in Australia, any broken glass and broken mobile replacement are available and we can have the best staff those who experts in mobile repairing and understand the technical problem of your mobile.


    js technologies
    |

    surface pro 3 charger australia
    |

    iPhone 6s PLUS Battery Replacement
    |

    iPhone 6s plus 128gb
    |

  29. Arthur Rodriguez said:

    https://hpprintercustomerservice.us/page/hp-printer-customer-service
    https://sites.google.com/view/printer-drivers-for-hp/
    https://aol-customer-support.us

  30. Sam Miller said:

    http://allinonexpert.com/printers/canon-com-ijsetup-some-brief/
    http://solutions-brother-com-windows.installprint.com/setup/
    http://thehelpingguide.com/printers/solutions-brother-com-windows/
    http://solutions-brother-windows.com/

  31. jacob said:

    https://ijsetupcanon.us/
    https://seofreelancerus.com/canon-com-ijsetup/
    http://geeksready.com/http-canon-com-ijsetup/
    https://installprint.com/canon-com-ijsetup/

  32. sammy said:

    http://thehelpingguide.com/printers/canon-com-ijsetup-install-canon-printer/
    http://asinghblog.com/www-canon-com-ijsetup/
    http://canon-com-ijsetup.com/
    http://asinghblog.com/solutions-brother-com-windows-setup/

  33. Max said:

    http://geeksready.com/solutions-brother-com-windows/
    http://solutions-brother-windows.com/
    https://brother.printers-setup.com/solutions-brother-com-windows/
    https://marktick.blogspot.com/

  34. Jhon said:

    Really Helpfull Content
    Ramzan Mubarak Dp for WhatsApp
    Islamic Dp for WhatsApp

  35. Pest control said:

    Really great and useful post.
    ???? ??? ?????? ?????? ???????? ???????

  36. AC TREE EXPERTS said:

    best post
    Tree Trimming Services in West Chester PA

  37. Corwin said:

    puppies for sale,pug puppies for sale in oregon,pug puppies for sale in az,pug puppies for sale in va,pug puppies near mepugs for sale,pug puppies for sale,pugs for sale near me,cheap pugs for sale,pug puppies for sale near me teacup pug [ We breed with exception. We are pugs for sale,pugs for sale near me,cheap pugs for sale,pug puppies for sale,pug puppies for sale near me.
    https://pugslandbreeder.company.com

  38. Pest control said:

    Thank you for sharing this great and useful post.
    ???? ????? ??? ???????? ???????

  39. dajohoxsds said:

    The Steinlager Series kicks off on Saturday 3 July with the All Blacks playing Tonga all blacks rugby 2021 at Mt Smart Stadium, Auckland, for the first time in what will be an historic Test against Tonga.

  40. lifegefd said:

    British and Irish Lions head coach Warren Gatland is set to name his 36-man squad How To Watch 2021 Lions Tour Live Online for the tour to South Africa this summer to take on the World Champion Springboks.

  41. ps3 games said:

    Hi There ,
    We are the best for ps3 roms website.You can get all of the ps3 roms download and play ps3 games free.All ps3 games free download without
    any jailbreak.You can also download nes roms which is called nintendo games.We offer nes roms to download.Check all of the game details
    https://ps3r.com/nes-roms/

Leave a Reply