December 1996
Lasting lasting impressions...
We understand that life can be hectic, so we've decided to make life a little
easier for you. All of the fun and useful information you find here every
month is now available to you daily on the World Wide Web. Visit http://www.macwww.com/lia for the Lasting Impressions
Archives.
Copy right...
What good is ingenious copy if people don't read it? The purpose of body
copy is always clarity; you want your material to be as easy to read as
possible with the highest retention rate you can build into it.
- For response design, stick with a serifed typeface for
text. The little knob on the ascenders and descenders of each letter creates
a line across the page for the eye to follow like a track.
- Typefaces without serifs (sans-serifed) can be used in
headlines for some variety and contrast as long as the headline is short
and large enough, so that the eye doesn't have to work to capture it.
- Don't use reversed type (white letters on a dark background)
unless you want to create a negative emotion.
- Use italics sparingly.
- Don't mix more than two typefaces on a page or panel.
- Set body copy in 10-12 point, never less than 9-point.
If your market is "mature", consider setting body copy larger
than 12-point.
Above all, remember type should never call attention to
itself. It should be transparent to the reader.
Color me profitable...
Everyone knows that color equals impact. Color focuses attention and clarifies
information. Color speeds up decision making--it sells ideas and products.
How can we get more color into our business documents? The traditional way
to add color has been offset printing. But it can be both inflexible and
expensive. If you're looking for a better way to produce documents with
color, we have the answer. With our Canon continuous tone color copier,
we make low quantity color printing an affordable reality. Also, because
it is equipped for digital output and calibrated daily to ensure consistency
in color, you will receive the highest quality. Call us now to add the value
of color to your business.
Wake up...
According to Vitality, 56% of Americans consider themselves to be morning
people. How about you?
Quote of the month...
"Our life is frittered away by detail...simplify, simplify.
Henry David Thoreau
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