Use a plain white background in white papers to create readable marketing copies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 16, 2020, 9:07 AM UTC

The most ideal and popular font size is 12 points.

This article lists out design measures marketers can take to create effective and readable marketing collateral. Avoid solid-coloured background behind texts and opt for plain white backgrounds for black texts to create readable copies.

Brands should ensure they use appropriate font types for copies. Serif fonts like “Times New Roman” are better suited for extended reading, while decorative fonts like “Constantia” are ideal for logos. Prevent writing headlines in capital letters entirely. Subheadings should be visually contrasting with the text.

Marketers should avoid using long lines in white papers as they make texts difficult and tiresome to read. Use software to lock subheads into a place and prevent “widows” and “orphans” from occurring, wherein a word is isolated at the top or bottom of the page.

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