A headline set in the same typeface as the body text has no contrast. Make the headline 2 points larger and it just looks timid -- not sure if it's a headline or not. Make it bold, make it double the point size of the body text, change the typestyle, and you have contrast. Now it looks like a headline. Now it grabs your attention, says read me, and entices you to read the rest of the story.
Achieve contrast through size, alignment, color, shape, and other opposites. Don't be timid. Type reversed out of a pale blue box has no contrast. Make the box dark blue with that white type and things start to pop. Create contrast by creating obvious differences.
What are some specific examples of contrast?
- Type Contrast. Use a bold sans serif type for headlines and a serif for body text.
- Size Contrast. Make it big, really big. Use an exaggerated drop cap or enlarge a single piece of clip art to make a statement.
- Text vs. White Space Contrast. Set text in columns with an extra wide outside margin. White space provides contrast to the columns of text, especially in newsletters with long articles.
