Have you been drawn to the Dark Side of the Web?

The Dark Side of your site? Is Paul on another Rock and Roll theme using Pink Floyd to make a point? Well, those of you that know me remember my penchant for weaving album themes into my notes but this time, it’s all about YOUR web site and how easy it is to read. We’re talking about readability.

You can have the best copy writers in the world write your copy but if the font and background colors or graphics distract from your sales or marketing message, you will lose potential prospects by the thousands.

If your site is a commercial site promoting your business, you must make it easy for your prospect to read. Your goal is not to be creative, cute or pretty. The goal is to interest a prospect in your product or service so you can get them interested enough to take a step towards buying. That said, every element of the site or ad should be created with that specific goal in mind.

What is the Dark Side? Well, it is called reverse printing, which is white or other light color print on a dark background. You may think it looks very cool but remember, the goal is not to look cool, it is to generate sales.

I have seen many sites with a great message destroyed by reverse printing. A facebook friend recently directed me to a site with red type on a purple background. I literally could not read a word of it. You see, like 10% of males, I am color-blind. I see colors but certain combinations are difficult to see. It was like trying to understand a Grateful Dead album cover. I was a prospect for the service but I clicked away because I couldn’t read it.

The force can be with you

Think of a few of the major players on the internet. Take a minute to look at Google, Yahoo, MSN, Facebook, Amazon or other top sites.

How many are written with a reverse type font? None.

Now, go to your library and pull out any book. How many use black paper and white ink? None.

Now, look at your newspapers and magazines. How many use black paper and white ink? None.

Do you notice a common thread here? Dark print on a light background is easy to read. If it is hard to read, a lot of your prospects will click away.

Light print on a dark background is hard to read.

Let’s return to the goal of your site. If it is to generate revenue, make it easy for your audience to read your message. If your web designer tells you otherwise, get a new designer. If your ad agency tells you otherwise, get a new agency.

You could have Dan Kennedy, John Carlton, Yanik Silver and the spirit of Gary Halbert collaborate to create the most powerful sales letter in history. If it is hard to read because of the selection of type and ink, you just wasted a fortune.

If you are compelled to use reverse type, at least test it against a non-reverse control. Track how much time a visitor spends on the page. Track sign-ups to your newsletter. If the reverse pulls better for your niche, by all means stick with it. However, I think you’ll find the Dark Side is limiting your sales.

Now Luke, defeat the Dark Side. Let the Force be with you and… make it easy for the everybody in the Empire to read. Dark print on a light background is the way of the Jedi. Our message must spread across the galaxy and the citizens must not struggle to read it. Only you can help spread the message!

Oh no!!! Imperial Storm Troopers are outside of my office, I must find Master Yoda. He has a message I must get to the resistance and I am out of white paper and black ink. Curses!!! I can only hope that the Staples on the planet Alderon is open at this late hour!

Wish me luck and may the force be with you!

Signed,
Jedi Master Paul Flood

PS -  A lot of people disagree with me on this point and say there are situations that call for reverse printing or graphic intensive sites.  Others say brand consistency is important.  I look at a web site as a marketing investment.  As such, it’s purpose is to increase sales.

My small business clients hire me to make them money, not build a brand so I look at a site as any other marketing piece and ask the question, “Will this lead to a sale or a prospect wanting to buy the product?”

In print ads, reverse printing reduces readability and sales.  Statistics and studies have proven this repeatedly.  I’m applying the same rules and will continue to advise against reverse until research proves otherwise.