Don’t ruin good copy
with lousy graphics


It happens too often. A good headline, strong copy, spoiled by graphics that kill readership. Some designers just don’t understand that we’re not just trying to look pretty or clever; we’re trying to sell stuff.

There’s a long list of things designers are taught not to do, but they do them anyway. For example, tiny, unreadable type isn’t always the fault of the legal department. When the large print giveth and the small taketh away, it looks (and sometime really is) sneaky.

If a disclaimer is hard to read, make it easier. Readers will trust you more.

Blocks of small, reverse hard-to-read type are another way to spoil good copy. Those who scan and skim will just skip it, move on--- and miss your message.

Be critical of any design element that makes your copy hard to read. You can’t sell if nobody reads your message.

Tip for the Little Guy

Whether you do it yourself, or sign off on the work of others you need a frame of reference. I recommend Looking Good in Print, by Roger C. Parker. It will get you beyond the non-helpful “It doesn’t grab me,” comments I often hear. It will give you solid reasons why you know something should be changed because of its negative impact on readership.