Black & White Playmat

In our next catalogue, due out 1^st September 2007, we have a winning design new Black & White playmat. Already tipped to be a number one seller and shortly to be available in stores too.

You may ask why we have focused so heavily on the Black & White theme for our first stage playmat and the answers all relate to early recognition and visual stimulation in newborn babies.

Encourages early recognition and infant visual stimulation

Babies see high contrast images first, particularly those in Black and White.

Infants reflexively prefer to look at high-contrast edges and patterns

Objects with patterns having 100% contrast (that is, black-on-white) are the easiest for newborns and young infants to see

Research proves high contrast graphics improve baby’s early recognition

Are Black and White Toys Important For Visual Stimulation?”

Modern stores sell clothing, toys and accessories for infants and children carry items decorated with large, geometrical black and white patterns. Infants reflexively prefer to look at high-contrast edges and patterns. Large black and white patterns present the highest possible contrast (100%) to the eye and thus are the most visible and attractive to babies. But are high contrast patterns the only things infants can see?

It is true that objects with patterns having 100% contrast (that is, black-on-white) are the easiest for newborns and young infants to see. However, it is now known that they can distinguish much subtler shades of gray. For example, in the first month babies can distinguish two shades of gray that differ by only 5% in gray level (5% contrast). As good as that is, by 9 weeks of age, infants’ contrast sensitivity becomes 10 times better, so that they can see large patterns or objects that have less than 0.5% contrast. This is nearly as good as adult contrast sensitivity (0.2%). This means is that by about 2 months of age your baby is capable of perceiving almost all of the subtle shadings that make our visual world so rich, textured and interesting: shadings in clouds, shadows that are unique to your face; even see a white teddy bear on a white couch!