Tipografía y color, un análisis de la prensa gratuita vs. la prensa de pago en España/Typography and colour, a comparative analysis of the free and paid-for newspapers in Spain

This paper is focused on the design of free newspapers, with special emphasis on the layout, the typography and the colour. In order to define this model, we have compared free newspapers with pay-for press. The method used is a comparative quantitative analysis, based on the case study. The sample comprises eight Spanish newspapers, the four free newspapers with the largest print run (Qué!, 20 Minutos, Metro Directo, and Adn) and the four market-leading pay-for newspapers (El Mundo, El País, Abc, y La Vanguardia). This paper belongs to a larger research project that seeks to define free newspapers taking into account the audience, the product, and the transmitters. Here, results related to the design of the product are shown: There is an obvious resemblance of formats which hide very subtle differences in the treatment of the typography and colour. [PUBLICATION ABSTRACT]