Creative Cut: Ross-Simons

Screen backgrounds need to be light so print shows up, and photo backgrounds should be blurred or white so they don’t compete with the product.

Shasho Jones suggests that Web designers use more colored type, “even to help consumers navigate, i.e. have an order type color, a shopping type color.” Whereas in catalogs reproducing color is expensive, good registration is hard to achieve and you can’t make last minute changes, on the Web color type is as easy to use as black type, and you can change it in real time.