When it comes to spacing text, more is usually more

By now, if you read the last post, you’re starting to think that designers seems to place as much importance on the spaces around and between things as on the things themselves. And you’re right. One of the great concert pianists of the 20th Century once remarked that what defines a great performer is not […]

Give Me Some Space

Space: it may well be the Final Frontier, because when it comes to documents it’s clear that it was never taught in high school. I think we were only ever flunked on content, and so we fixated on the text and forgot the page it was sitting on. When you write a letter, a proposal […]

Quick ways to make your Microsoft Office documents look better

Microsoft Office is everywhere. There’s hardly a company, from enterprise to small business, that doesn’t use it to create letters, proposals, estimates, promotional emails, even flyers and (gasp!) ads for the Yellow Pages. The “desktop publishing revolution” was supposed to put great-looking documents within reach of Everyman and change the world, feed the poor, end […]

Too many cooks spoil the (marketing) message

Some of my recent projects have run into what I call the “too many cooks” problem. Different parts of the client’s branding or collateral were done by different people at different times. The result is that none of the parts — website, identity items like logo and business cards, marketing emails, brochures — look like […]

The Value of Humor in Marketing

We’ve all seen great ads that stuck in our minds because they had a touch (or a bagful) of humor in them. Who can forget the kid in the Darth Vader costume who “starts” his dad’s Passat using The Force?

Great Positioning? — Just Do It!

Nike’s ad agency in Turkey came out with one of the most original and playful example of correct positioning I’ve seen lately. You know Nike — athletics, “Just Do It” and that iconic swoosh — even if you’ve never owned a pair of their athletic shoes. In this video, the agency combines a strong message […]