Just as Matt Willey, who was the designer of The Independent’s redesign, said in an interview, they knew what they are looking for in the new color pattern.
“We were keen to strip out a lot of the clutter, to simplify the colour palette, to have more deliberate and rational use of colour, photographs and graphics, he says.
“The problem is that when everything is shouting, as the pages used to do, nothing actually stands out. By having cleaner simplified pages you can choose to put emphasis on something much more effectively, it can be more subtly done and be more impactful – it doesn’t have to fight with 30 other things on the same page.
“I get the hints back to the previous Independent designs but I wasn’t concentrating on that. This feels like something very new. It’s modern, it’s not too reflective. It just feels like The Independent to me.” (http://www.creativereview.co.uk/cr-blog/2013/november/the-independent-redesign )
The three main colors of The Independent are black, white and red. Basically, all the text, from body copy to display text, is in black and red. As a sign for attention, red is always used in the eagle logos, the highlight part of headlines, quotation marks and some text in pull quotes, leading dots in decks and section names in folios. Gray also appears in the newspaper, but not very often, usually in sub headlines, labels and pull quotes. Other than illustrations and photos (and ads), The Independent remains most of the space in white. The whole color pattern of text makes the paper looks very well-organized. It leads the reading sequence: first on the red ones, then moving to headlines (which looks blacker because of the font), last flowing to the body copy.
The Independent seldom makes the color in illustrations and photos too high in contrast or noisy. They look very clean and gentle, which maintain the elegant feeling of the whole paper.
But their design also creates other problems: advertisements in all colors become the most highlighted part in pages and grab reader’s eyes at the first sight. Another problem is that, text in red is not always the most important information that should be first seen, such as the quotation marks and decks (not before headlines).