Typography
In marketing materials content is the most important element. So it should be readable. Designers often ignore this. Simply because they don’t read the text.
They love to write inverse or on a picture, but it is really hard to read. Takes more effort to read.
Do you use fonts in italic? It is supposed to be more flashy, but actually it is much harder to read and comprehend.
Writing in ink or bright colors, is also a bad idea: tires the eyes.
Do you align your text centralized? Well doesn’t it take more effort to read? And you are not the only one taking his time reading it…
Can you read this typeface (Verdana, 10 pt)? The average person over 40 won’t have an easy time with it. Yet it’s still one of the most popular font and size online.
Offline use fonts with sheriff. It leads the eyes.
DON’T WRITE IN ALL CAPS. TAKES TOO MUCH EFFORT TO READ.
Use maximum 3 typefaces in 3 point sizes.
The optimal is 18 words or 50-80 characters per line of text.
FuNNy leTTering is Hard to read as weLL
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