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Some clever Richard once had an inspirational idea. Instead of having black writing on a white surface why not have it the other way around? 

Indeed, many years ago, teachers wrote with white chalk on a blackboard. Why do you think teachers have gone to writing with coloured pens on a white board?  Answer: because it's easier to read.

Generally, reverse print is more difficult to read than the other way round. If you’re not convinced and you’re aged over 45, try looking at eftpos machines. It’s noticeably harder to read white on a black background.

Don’t be tempted to use reverse print in your advertisements, especially on newsprint which absorbs and spreads the ink so the type becomes blurry.