Use reverse type sparingly, if at all

Two days ago, bitly displayed this message on its home page:

“Hi there! As you may have heard, we’re rolling out some exciting changes today. We’re hard at work flipping giant candy-colored switches to turn this thing on — we should have you all set up soon, so check back here in a bit!”

The message was in reverse type (light letters against a dark background), which is difficult to read.

The Takeaway: Don’t make your text difficult to read. Don’t put large amounts of text in reverse type, weird typefaces, italics, or all caps.

See disclaimer.