Are You Choosing the Right Font for Readability?
Legibility and Readability are synonymous terms, but there is a bit of a difference. Legibility, can be defined as plainly discernible; apparent. It also means possible or easy to read, but more from a perception point of view. Readability, on the other hand, is defined as easy to read from a physical point of view.
So, what does that mean, exactly? Readability is all about making long blocks of text easy on the eyes. This can come in the form of font choice, line spacing (or leading), judicial use of white space, and line length. While readability is important in all forms of graphic design, it’s especially important to direct response packages and websites, where there is an abundance of copy and calls to action. Continue reading
Why Did You Get Rid of the White Space?
Marcel DuChamp “Self-portrait in profile” (1957)
Courtesy Philadelphia Museum of Art
Early manuscripts, which were hand-drawn, illuminated and hand-lettered, often had generous use of white space. Quite necessary, since these books were labor-intensive and took years, if not decades, to produce. The pleasing use of white space was both practical and economical.
Then came movable type. That changed the landscape completely. Paper was rather cheap, especially when compared to vellum and parchment. Although engravings were expensive to produce the first time, they could now be used over and over again. And brother, were they ever! Pictures became selling points. Where once only the wealthy could afford books with images, now printed books were mass-produced and were crammed full of images, borders, and type of all sizes. Continue reading
Are You Writing Web Pages for Search Engines,
or Are You Writing Them for People?
Earlier this week, I ran a client’s site through HubSpot’s Marketing Grader. We scored a 76! Not bad, but still have some work to do, obviously. Marketing Grader grants a site a score based on several criteria: mozRank, back links, blogging frequency, social media presence and frequency, etc. What is really cool is that you can check your competitor’s scores to see how you match up with them. My client, Cline Services, is in the very competitive niche of carpet cleaners in Charlotte, NC. So, I did a search of “carpet cleaners charlotte nc” and put the top 10 listings in Marketing Grader. One business stood out so I took a look at their site to see what they were doing. Continue reading
Engage Your Prospects and Leads in an Entirely Different Way
On the typical company website, what manner of engagement can the average visitor expect? Usually, the visitor is being talked to, often in (gasp!) company jargon, and the web copy is little more than an online brochure. Since most searchers are looking for information, this may work for the one-time visitor. However, what’s to keep the visitor from leaving once they have found what they are looking for? What’s to ever bring them back? Continue reading
Is Your Social Media Stream Too Focused?
We’ve all seen them, haven’t we? You find a website that sells a product or service that you’re interested in. You see the call to action—follow us on Twitter or like us on Facebook! You click on the link, are taken to the Twitter wall and it’s nothing but a constant stream of self-promotion! Boring. Maybe the Facebook page is better? You click on the link and…same thing. Probably the same promotions because they are using the Facebook to Twitter app! You scrunch up your face and move on. Continue reading