1) buy this book and re-read it every year or so, and 2) never, ever mention this book to a competitor.

Wheildon's book gives you an almost unfair advantage. The detailed information on how printing text in color prevents readability and message retention is absolutely required reading.

7 of 7 found the following review helpful:


No other book like it  Aug 19, 2000 By Thomas Ahern
We all suspect it: designers often trample the message. But you might not know exactly HOW they sabotage the written word. Now you can. Wheildon's book covers the science of readability. This book is the world's best argument-ender, when you're going eyeball-to-eyeball with a recalcitrant designer. Learn here why reverse type reduces comprehension 500%. Learn why headlines should never have periods. Learn how the eye typically moves across a printed page (and how to take advantage of that well-trod path). I recommend this book in every communications seminar I teach -- and the students love it, because it empowers them to JUST SAY NO when a designer comes up with yet another "solution" that buries the message.

3 of 3 found the following review helpful:


Unparalled Research Into Legibility  Aug 25, 2004 By B. MOOGK "Benjamin Moogk"
Wheildon refocuses the question of legibility onto how much the reader remembers. This is retention: the only thing that can be scientifically measured and the one thing that cannot be ignored when serving your clients. Wheildon interprets this information to disprove some typographical rules, but he lays down new rules that are often overly simple. He leaves no room for styling that might support the words or for visual appeal. The book will help you understand how much is lost if you allow style to dominate the copy and it has some penetrating insights into how we read.

1 of 1 found the following review helpful:


Worth Every Little Penny  Apr 08, 2009 By Burnt Glass "A Film Watcher"
After reading which doesn't take long, I converted all the text on one of our websites to the principles and like magic the legibility of our messages grew stronger with every Times Roman letter in black on white with little shades of gray to improve things in Upper and lower case - get my meaning? Design takes a back seat here to getting the message across. Of course this could have been a pamphlet so I am relieved I paid the price I did (marketplace). To all graphic designers who have let their imaginations run away with their work. Please read.

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