Quick Tip on Designing an Ad for Newspaper

We all know that print is dwindling, however, it is still there, and consumers are still using it to get their information.  Most Baby Boomers are reading newspapers everyday.  The Internet just hasn’t reached them yet, and might not.

So, how does one make an ad stand out in a sea of black letters on white paper, without using any spot colors?

Reverse print.

Whenever I am designing for a newspaper, I ALWAYS design with a solid black background and white letters.  No matter where the ad is placed, it should pop out among whatever is around it.

Designers often forget that black is a color too, plus, black has no additional charge.

Just out of curiosity, I am wondering if there are any cross-news gatherers, people who get their news from the Internet and print mediums.

~ by Scott on February 4, 2009.