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 the notes he or she plays, but the spaces between them. The same could be said about text, which includes everything from novels to business letters to the way you lay out your resumé. Good spacing can make a document look more attractive and inviting to read. Bad spacing can make your reader feel uncomfortable or annoyed, or even make them skip the whole thing. Continue reading
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 to management, a resume or a promotion piece for your business, you put a great deal of thought and time into ensuring it says exactly what you want to say. It’s so good it will knock the reader’s socks off. IF anyone actually reads it.
So what would make someone not want to read your exquisitely crafted prose? What would put them off before they even start? Continue reading
To hear most Internet marketers and email marketers tell it, you’d think the only things that exist are the ‘Net and email. Snail mail? What’s that? But here in the real world, people who actually have to build successful companies know that’s not the whole story. Not by a long stretch. Continue reading
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 war and usher in a golden age of rainbows and unicorns. Continue reading
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 they belong together. And the result of that is a disjointed and confusing marketing message that doesn’t sell. Continue reading
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? Continue reading
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 about the importance of working together with a cast of nationally famous athletes who drive and are each part of an assembly line. Cyclists pedal, a boxer punches, a soccer player kicks, a skateboarder skates and a basketball player (there had to be a basketball player, right?) dunks to make graphically delightful “Just Do It” posters. Continue reading