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People like full color images.
by Andy Attiliis

Ask anybody which they'd rather see and the answer will be full color instead of black and white nearly everytime. With useage free full color images and 4-color process printing more readily available than ever before, it is easy to pass over the possibilities of lesser color combinations. The exceptions will come from those who have seen an Ansel Adams landscape photo or an Ingre figure drawing done in pencil. In each case, artistry transcends the color issue.
         Since great black and white illustration is a proven communicative art form, it is wise to remember its attributes: (1) It easily converts to any other spot color. (2) A one-color image compliments rather than competes with other elements in a space. In other words, on a single page that requires multiple visuals, it is often beneficial to mix single color and full color images together so that the entire page can be more easily absorbed. (3) One and two-color printing is less expensive than 4-color process printing. (4) During a time when everyone else is doing full color, a superbly done one or 2-color concepual design is a good way to stand out from the crowd. (5) In the life of a business, progressive positive growth can be a notable sign of credibility to prospective clients and customers. This is identified more readily when the first promotional efforts appear in just one or two colors and then grow more colorful as time goes by. On the media side, such a strategy can result in greater ad frequency due to the savings realized for using less color.


Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.

Copyright 2001 Andy Attiliis. All rights reserved.
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