Vedomosti Opts For Full Color

On May 16, the newspaper Vedomosti became a full color edition. Research held among the target audience of the newspaper (men and women aged 25-35 in management positions and graduate students) showed that this was the preference of its readers.

They were asked to compare the current design of the newspaper (black and white on pink paper) to a new design (full color on pink paper). The readers marked the design itself as solid and modern, saying it inspires confidence to the edition. But they also said that the black and white version seems a bit boring while the color version was perceived as much more attractive, interesting and dynamic. Color, together with pink paper and headline fonts, make the newspaper stylish and sophisticated.

'We have been thinking about full color for quite a long time but it became possible only now when we have changed our printing plantt, says Tatiana Lysova, editorial director of Vedomosti, 'Full color print is a global trend nowadays. Appropriate usage of full color makes a newspaper easy-to-read, interesting and really beautiful. Our full cover supplement Friday and research of the target audience makes us believe that even the most conservative readers of Vedomosti will welcome the new design. The design is going to change, but that will never affect our operational efficiency and the objectiveness of the journalists towards the most important Russian and international economical and political events'.