Type and Layout: Are You Communicating or Just Making Pretty Shapes? / Edition 2

Type and Layout: Are You Communicating or Just Making Pretty Shapes? / Edition 2

by Colin Wheildon
     
 

The kind of questions this book answers, based on research done, are:

  • Why should one magazine generate thousands of inquiries while a similar ad in the same issue for a competing product fails?
  • How can one sales letter yield $1 million more in revenue than a similar letter mailed at the same time to a statistically identical group of prospects?
  • If
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Overview

The kind of questions this book answers, based on research done, are:

  • Why should one magazine generate thousands of inquiries while a similar ad in the same issue for a competing product fails?
  • How can one sales letter yield $1 million more in revenue than a similar letter mailed at the same time to a statistically identical group of prospects?
  • If a newspaper editorial on a City Hall scandal sets off a public furor, why should a similar opinion piece be largely ignored?
There is no question that looking at a well designed publication is a pleasure. There is also no question that many pages that are a pleasure to look at are not a pleasure to read. Colin Wheildon is not talking about what looks pretty, what people can read in one minute under test conditions, or whatever. He goes to the underlying reason why people write, print and display information - to convey that information to others

Product Details

ISBN-13:
9781875750221
Publisher:
The Worsley Press
Publication date:
08/01/2005
Edition description:
New Edition
Pages:
176
Product dimensions:
7.44(w) x 9.69(h) x 0.38(d)

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