February 16, 2006
News & Opinion: Customers and Optometry
Think of every potential customer as 65 years old with poor eyesight.
Even if your market is teenagers this rule applies. The single biggest marketing mistake companies make is creating promotional materials that are too hard for the eye to comfortably read. Whatever your art director recommends--insist the body copy type size be doubled or tripled. Afterall, THE objective is to be read! And, no white reverse type--ever.