This is one of the most important things you want people to read and using this typeface ensures they won't. If I have to get my high-powered reading glasses out to read your copy, you're making me work too hard. As marketers, we want to cram in a lot of information in our promotional pieces because a 32 page catalog is more expensive to produce than a 48 page catalog and yes, type size plays a part in this decision. But, if you use a type size less than 10-12 points, you are giving up on readability, retention, and probably sales. Roy G. Biv.
Colors elicit an emotional response from people.
Warm colors are inviting, friendly, open while cool colors are distant, remote, and unapproachable. Designing promotional material with readability as the foremost concern may not be the most exciting task for a graphic designer, but it could make the difference between a high and a poor response rate to your promotions. So take a moment to review some of your recent promotions and ads and make sure you keep these points in mind when you begin planning your next efforts. This article was written by Carol Ann Waugh , President of Xcellent Marketing, a marketing and new business development firm specializing in the educational and library market. Xcellent Marketing offers a variety of marketing services to help publishers increase their revenues and profits from identifying new markets, providing critiques of web sites and marketing communications such as direct mail, catalogs, advertisements, etc. as well as developing effective traditional as well as Internet-based marketing plans.