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The forty-seventh "fable" from Mario Garcia's "Pure design"
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mario garcia
142
Color researchColor research abounds, not only for the specifics of publication
design, but for applications in interior design, set decorating,
hospital interiors, even building facades. The Poynter Institute for
Media Studies has been a pioneer in the research of color and how
readers react to it. Some highlights of the research, available
through www. Poynter.org, were:
Readers do like color on their publications. However, color alone
will not make a page more appealing: good content does.
Readers enter each page through a dominant photograph, illustra-
tion, or other visual image, whether it is in color or black and
white. Size and placement are more important determinants of
point of entry than color. Focus groups do show that a large image
in a bright, forward color is the ultimate way to get a reader on to
the page.
Color backgrounds are effective in drawing attention to the
subject in a box, for example. However, it is best to use back-
ground colors in small areas: not too tall, not too wide.
Colorizing type can be effective, but color works best on sans
serif fonts, where legibility is greater.