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Qwarter / StoriesXLII / CraftDavid Ogilvy

Ogilvy’s Rule of Typography

Make the message easy to read.

2 minute readBegin reading
XLII / 01David Ogilvy

What do these ten ads have in common?

They follow David Ogilvy’s cardinal rule of typography.

Ogilvy forbade his teams from using reverse type. He hated seeing white text on a dark background.

Why?

Because reverse type is difficult to read. It slows down the reader and reduces overall readership.

Some of the greatest ads of all time follow Ogilvy’s rule. You will find a few of those below.

Apple: Test drive a Macintosh.
Fig. 01Apple: Test drive a Macintosh.Credit: Apple. Source
New Balance: Worn by supermodels in London and dads in Ohio.
Fig. 02New Balance: Worn by supermodels in London and dads in Ohio.Credit: New Balance. Source
XLII / 02David Ogilvy

The message comes first

Here’s what I like about Ogilvy’s rule: it simplifies ads, provides healthy creative constraints and focuses the eye on the messaging.

In advertising, simpler is better.

I’m not a stickler about this rule at Honey Copy.

But after looking at these legendary ads, perhaps I should be.

Porsche: Nobody’s perfect.
Fig. 03Porsche: Nobody’s perfect.Credit: Porsche. Source
Macintosh G5: Absolute power corrupts. Enjoy.
Fig. 04Macintosh G5: Absolute power corrupts. Enjoy.Credit: Apple. Source
XLII / 03David Ogilvy
Magnum: Forever a classic.
Fig. 05Magnum: Forever a classic.Credit: Magnum. Source
Swiss Life: I love my house now belongs to my ex-wife.
Fig. 06Swiss Life: I love my house now belongs to my ex-wife.Credit: Swiss Life. Source
XLII / 04David Ogilvy
Volvo: Defensive line.
Fig. 07Volvo: Defensive line.Credit: Volvo. Source
Nike: Re-run.
Fig. 08Nike: Re-run.Credit: Nike. Source
XLII / 05David Ogilvy
New Balance: Innovation Doesn’t Carry the Weight It Once Carried.
Fig. 09New Balance: Innovation Doesn’t Carry the Weight It Once Carried.Credit: New Balance. Source
Nike: Smoke ’em.
Fig. 10Nike: Smoke ’em.Credit: Nike. Source
What we take from it

Make the message easy to read.

References
Keep following your curiosity

One lesson leads
to another.

PBS / 2 min

Logos Used to Be Art

Xerox PARC / 3 min

Build the Future First

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