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.