Good design should look effortless. Creating it isn’t. I recently meant to type the word “effortless.” Instead, I typed “effortmess.” And I may have accidentally invented the perfect word for what happens when people try to design their own marketing materials. You know the effortmess. The logo is a little…
A humorous look at regrettable office‑crafted design. Every week, I see ads created by well‑meaning office staff — secretaries, assistants, or whoever “knows how to use the computer.” And yes, technically, they can make an ad. The software isn’t the hard part. But design? Design is where things get… stitched…
Every color carries emotion. Before you choose one, decide how you want your customer to feel when they see your ad, your website, or your flyer. Whether you are invoking calmness, energy, curiosity, or reassuring your customer, color sets that tone instantly. It’s the first signal your design sends, speaking…
Make bold statements using the Hemingway App. This online app gives you valuable information about your copy. Of course it has basic details like word count; it goes further by giving you the total reading time and the grade level. Simply copy and paste your text onto the page, and…
The answer is no. Building a website is just the first step in creating an online presence. A website is actually just like a brick and mortar store. It will require the same amount of promotion to attract people. Just because you launched a great new website does not mean…
The uncomfortable can be attractive. Yes, there is a place for ugly design. Not too ugly, just uncomfortably bizarre. Images that make you look twice can capture your imagination and free your mind to learn something new. Based in simplicity, edgy design incorporates one or two items that break the…
Ugly ads can have the reverse effect on your business. Instead of attracting people, your ugly ad will repel people. Instead of the 2 to 3 seconds a potential customer may spend looking at an ad, your ugly ad will cause them to turn the page. How to Identify an…
And Why it Should be Short I sometimes get submissions for ads that do not have a headline or a call to action of any kind. Just text. Lots and lots of text. Even I am confused. What are they trying to say? What is the main goal or message?…
Yeah, that’s right. I dream about type and leading and positioning. I wake up thinking about tag lines and websites. I am driven to find the layout that works best. Good design isn’t easy. When it’s done right it’s invisibly magnetic. When it’s done poorly it stands out for miles.…
Readability Legibility is one of the most important factors when creating a website. Can visitors read the copy on your website? A good website is designed for ease of reading on all devices, including mobile phones. That means fonts are web-friendly, reverse type is used judiciously (white type can be…