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101Chapter 7: Establishing Your Position and Brand

In addition to specifying fonts, you may want to define usage preferences.

ߜ Research has proven that people read copy that uses both uppercase
and lowercase letters with greater ease than they read copy printed in
all capital letters. For legibility, avoid using all capital letters unless the
headline or copy block is extremely short and easy for the eyes to track.

ߜ Especially if your target market has aging vision, try to keep text or body
copy at no smaller than 10 points in size.

• This is 8-point type.

• This is 10-point type.

• This is 12-point type.

• This is 14-point type.

ߜ Avoid reversed type (light type on black or dark backgrounds, as shown
in Figure 7-2) if you expect people to read your words easily. If, for
design purposes, you decide to reverse type, keep the type size large.

ߜ Limit the number of fonts that you combine in any single marketing
piece, unless you’re trying through your design to create a cluttered
look.

Figure 7-2: This is an example of reversed type.
Reversed

type.

See Chapter 11 for more on selecting and using type.

Copy guidelines

Copy refers to the words, text, or content of your marketing materials. As you
establish style guidelines, define how you want your copy prepared.

ߜ If certain words in your marketing materials require copyright (©),
trademark (™), or registered trademark (®) symbols, then list these
words in your style guidelines.

ߜ Indicate in your guidelines if you want your marketing materials to carry
a copyright notice in very small (usually 6-point) type at the bottom of
your material. For example: © 2005 John Doe. (Go to www.copyright.
gov for more information.)