Creative & Copywriting: Raise the Bar With Common Sense Creative

Try a Few Solutions and Choose the Highest Contrast
When you’re working with type, often the first color solution doesn’t work. The chart below shows just how differently type looks and reads when treated in different colors.

There’s no need to even guess which ones your eyes went to first. The highest contrast examples always win. The worst performers in terms of legibility and response are the ones that have the lowest contrast — the red/green (same value even though they’re different colors) and the white type on pale backgrounds. Color is a broad topic that really deserves its own column, but the basic idea is that difference in color/dark-light value is what makes type easy to read. If there’s not enough contrast, readers’ eyes simply ignore the message.