Page 61 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

24 (TYPE) SIZE MATTERS

You’ve spent long hours at the pixel face crafting a persuasive
narrative about your product. Now you need the message packaged
in a form that will interest your customers, making them want
to order from you. It’s the designer’s job to reflect the form and
dynamics of the copy in visual terms. And to allow the information
to reach the reader’s brain with the least obstruction.
How puzzling, then, to observe how many designers apparently
strive to achieve the exact opposite. They place as many obstacles in
the way of legibility and comprehension as their vanity and advanced
technology can devise. (Even more puzzling: designers who do this
still get paid.)

The idea

From plenty of companies who should know better
There are many tried and tested methods for a designer to sabotage
your efforts to communicate with your reader. Each one of them
could ruin your chances of a sale. Here are three:
1. Graphics running behind type, slashing legibility.
2. Low contrast between type color and background, turning

reading into a search for a white cat in a snowstorm.
3. Text split illogically over columns or even pages, destroying the

rhythm and structure of your copy.
But one of the most common barriers to communication is also one
of the most incomprehensible: type set too small to be read with

52 • 100 GREAT COPYWRITING IDEAS