SUMMARY:
Moving audience, therefore:
- What is THE (unique) message to communicate?
- Is it clear?
- Short and simple message
- Remove unecessary information
- Reduce text to a minimum
- Use contrasts wisely
- Choose simple, easy to read fonts
- Large logos
- Large typefaces
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Legibility Efficiency testing:
When your concept is ready on a 8 1/2" X 14" (or 8 1/2" X 11") format, pin it on a wall and back up about 8' to 10'… You will see immediately which elements get lost and need to be reworked. |
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