White font on a black background. White on black

Bright colors attract customers

How to attract customers with color?

Color spectrum in which the store is located, renders strong impact on the visitor in the process of choosing a product and making a purchase. Each color gives the client's subconscious mind a signal and evokes a certain emotion in response. We offer you to get acquainted with the basic laws of color psychology.

Statistics show that perception worsens in the following sequence:

black letters on a yellow background
black letters on white background
yellow letters on black background
white letters on a black background
blue letters on white background
white letters on a blue background
blue letters on a yellow background
yellow letters on a blue background
green letters on white background
white letters on a green background
brown letters on white background
white letters on a brown background
brown letters on a yellow background
yellow letters on a brown background
red letters on white background
white letters on a red background
red letters on a yellow background
yellow letters on a red background

But the impact of advertising media is just the opposite, which is why Red color usually used to highlight price tags with discounts and promotions. Most often, a red background and yellow or white text are used for this.

And for the design of the store, not so defiant combinations are used.

Under influence warm colors(shades of red, yellow and orange) customers usually feel energized, these shades stimulate the psyche. Therefore, experts recommend using them to “warm up” store visitors.

cold spectrum colors (shades of blue, cyan and purple), on the contrary, reduces the activity of the nervous system. Under their influence, shop customers feel more relaxed and calm.

Warm gamma: buy without hesitation!

The strongest in the warm range is, of course, Red color . Red is able to activate all the functions of the body: under its influence, breathing accelerates, muscles tense, and the heartbeat quickens. Correctly spaced red accents in the interior of the store may increase the number of impulse purchases.

discount promotions

However, with red should be more careful and use it precisely as accents, and not as the main background. Overdoing red can make shoppers overly impatient, flustered, and leave quickly without making a purchase.

The surge of energy causes Orange color, but its overabundance in space is annoying, therefore, like red, it is harmonious only in the form of an accent color.

Pastel shades of orange evoke associations with beauty and golden tan. They are often used in the design of trading floors with goods for women.

Yellow stronger than others attracts attention so perfect suitable for decoration various promotions and special offers.

Marketers noted that in combination with red yellow associated from buyers with affordable prices. Therefore, this color scheme is very often used in discount stores.

Cold gamma: enjoy the calm choice

cold colors and their shades do a great job of creating in store relaxing and calm atmosphere.
Influenced by blue, cyan, purple buyers spend more time browsing windows and the choice worry less about possible costs. The cold range of colors is the most appropriate in expensive stores or those in which there are often queues.

Blue associated with permanence and usually causes feeling of well-being. It helps to assimilate information well and promotes trusting communication, therefore it is most suitable for decorating luxury goods stores, the purchase of which occurs after weighing all the pros and cons.

What I don't like about Chrome is the white background flickering when the page is rendered. As far as I understand, this happens at the engine level, and cannot be changed at the user level, even if you change the colors in the OS. I think that at this point you need to throw a stone in the garden of Chrome developers. Why do they determine the color of the canvas on their own, and do not take it from the system settings of the OS? The same applies to Skype and a number of other "serious" applications.

Opera

Opera is not so dense. All I could find is the Contrast Changer extension. Or a simpler variant in the form of a bookmarklet .
As an alternative to Clearly, you can use the online service Instapaper and their bookmarklet.
Also recently appeared Stylish extension.
We select a dark theme. For example, Opera Simple Dark.

Stylish alternative

Text editor

Microsoft Word 2010

before and after

To change the interface color:
File > Options > General > User Interface options > Color Scheme: Black. To change the color of the paper (background), you need to change the colors in the OS.
For older versions of office, I can't help.

Another bonus of “white on black” for mobile devices is that this combination consumes less energy(because it emits less light). How much less? Don't know. I suspect that with prolonged reading it is very noticeable. It would be interesting to see the statistics.

Vision hygiene

Contrast

As mentioned above, don't use too much contrast (max white on max black). Contrast ≠ readability. Light gray on dark gray is more comfortable. What kind of grayscale - choose individually.

Contrast plays a role not only in the image on the display, but also with the outside world. That is, take into account the lighting in the room and try to avoid too much contrast between the lighting and the brightness of the display/colors. This is especially true for night owls. If you are already working in the dark, switch to dark color schemes - your eyes will get much less tired. The contrast between a dark and a light theme in a dark room can differ by 20 times or more!

Distance

Don't forget about the inverse square law. If you are used to leaning towards the monitor, then when reading, increase the font ( ctrl+) and deviate at least 15cm more back. This will significantly reduce the amount of light emitted to the eyes. Of course, the monitor has too much area to consider it as a point source of light and apply this law to it. But as a simple one shows - with not too bright ambient light, deviating back from a distance of 55cm to 75cm, the illumination from the monitor decreases by 1.5 times (and even more in the dark). The recommended distance from the monitor is 50-70cm.

breaks

Regular breaks from working at the monitor are more beneficial for vision than all of the above combined. But how do you remember to take regular breaks?

I especially liked the Workrave app. Adjustable for different time intervals and pauses of different lengths (eg 3 short pauses every 15 minutes, 1 long pause every hour). Able to block the system for a certain time without the possibility of cancellation, which is very motivating to get up from the workplace :) It has many small conveniences in the settings. For example, a warning pops up a few seconds before blocking, and if you are already very busy and there is no time for a pause, then just continue to work - the application will notice activity (keyboards, mice) and cancel the blocking. It also independently determines when you yourself take a break and resets your timer.

Exercises

I suspect that most readers are familiar with the symptoms of computer vision syndrome such as spasm of accommodation (pseudomyopia, false myopia) or dry eye. There is enough information on the net how to prevent these disorders through various exercises and gymnastics for the eyes. The main thing is to do them regularly, at least several times a day. I would like to point out 2 types.

Human vision is arranged in such a way that the normal state of the eyes (when the eye muscles are relaxed) is accommodation into the distance. Since the monitor is normally located relatively close to the eyes, the ciliary muscle is constantly tensed to keep the lens convex for close focusing. This leads to fatigue and spasms of the ciliary muscle (pseudomyopia), and over time to a permanent deterioration of vision. Alternate looking far and near, compensates for this tension, for which it is necessary to break away from the monitor (which Workrave contributes well to) and periodically exercise by the window for several minutes.

The second type is face palming.

face palming

Yes, yes, that's it. So every time you react to an epic fail, you have the opportunity to stretch your eyes. This method is also known as palming. There is a lot of speculation and ambiguous personalities around this word to this day. Therefore, I will immediately make a reservation that I recommend this exercise. not as a method to improve vision, but as a method to relax the eyes. Darkness makes it possible to "rest" photoreceptors, and the warmth of warm hands expands the vessels of the eyes and stimulates blood circulation. It will also moisten the eyes, because for some reason, when working at the monitor, a person blinks many times less. Well, given that the brain spends most of its energy on processing visual information, this is also a way to relax the gyrus a little.
(house) and without lighting (at night). Daylight was excluded because the result is highly dependent on many factors (eg weather) and has a large scatter in measurements.
Distance. For a long distance, I took the length of my arm 75 cm. Near - a slope of ~ 20 cm forward closer to the monitor.
Display Brightness. Under conditions without clarification, I measured twice - with the maximum brightness of the display and, accordingly, with the minimum.
Measurement results. All the data was brought together in one table. For comparison, I used the ratio between illuminations in different conditions. As can be seen from the table, with “average” lighting, leaning back, the illumination decreases by 1.5 times. And in the dark, if you use a dark scheme, then the illumination decreases by 25 times.
Disclaimer! The results of the experiment do not claim to be universal conclusions, since the experiment was done “on the knee”. But I dare to assume that similar results will be observed in many everyday situations.
vision

black and white

color

Add tags

The biggest fun (after shading, of course) is typing white letters on a black background. This is a very bold decision; in addition, the text printed in this way attracts the attention of others no less than a black eye. Therefore, use this technique with caution.

When you print white on black, remember that you must first create a black background and then white text. The black background is created as follows.

Select the text block.

It is best to start with a ready-made text. At some point, you end up with black text on a black background, so the text won't be visible. If you have a typed document, the completion of the procedure will be marked by turning it into white. (For information about highlighting text, see chapter 6.)

Choose a team Format>Borders and Shading.

A dialog box will appear Borders and shading.

Make sure the tab fill is in the foreground.

If it is not, click on the tab for that tab. tab fill will appear in the foreground (see Figure 19.5).

In the area of fill choose black.

This is the fourth square from the top in the first column; in the field to the right of the color picker you will see a message Black.

Click the button OK to leave the dialog box Borders and shading.

You can't see anything right now because it's black text on a black background. (Actually, if the text is selected, you will see an amazing sight: a large white block floating in the black sea. Don't be scared!)

With the block still selected, change the text color to white. To do this, use the button Font color on the formatting toolbar.

A drop-down palette will appear.

Select an element from the palette White.

(This is the last square of the palette, located at the bottom right. If you move the mouse pointer over it, the tooltip with the word White will "pop up".) Click on this square to change the font color.

Now you must deselect. The text will become visible on the screen: white letters on a black background.

Word displays reversed text quite effectively on the screen, especially when it is selected. I bet you anything - you will never be able to "lose" such text even in a very large document!
I don't recommend inverting large chunks of text. On many printer models, this text is printed "doesn't matter". This technique is best for highlighting headings and small sections of text.
If you have problems printing inverse text, change the printer settings. In the dialog box Seal click on the button Options. In the area of Printer click on the button Properties. As a result, a dialog box will appear on the screen. Printer Properties. Click the tab label Graphic arts. In the area of Graphics Mode check the box dot graphics. Click the button OK to close the dialog Printer Properties.