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Article: Design, legibility, and unnatural acts. (importance of design and other creative strategies)
- Article from:
- Direct Marketing
- Article date:
- October 1, 1997
- Author:
CopyrightCOPYRIGHT 1997 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Assuming that your copywriter has done a good job of writing your copy, your designer can encourage or discourage readership with the general layout and type treatment. So, your designer had better understand something about reading.
There is a new restaurant down the street from our house. The sign out front is small and written in a cursive, multicolored type that you cannot read from the road. So, every time my wife and I drive past it, we ask, "Wonder what that place is called? Wonder what kind of food they serve?"
Then, we drive elsewhere.
Too bad. We eat out quite a bit, but unless we accidentally crash our car into the front door, we will never ...