Monthly Archives: February 2014

Benefits vs. features

  Often when we talk about our businesses, we tend to describe its features. It’s often the first thing that comes to mind: our brand new equipment, our capacity to fill large orders, how many people are employed. The tipping point for converting viewers into customers is really the benefits. What problem are you solving… Read more »

Advertising: less is more

One of the most successful advertising slogans ever written is “Got Milk?” Just two words. And not even proper grammar. But effective! That campaign evoked a strong emotional response and I always made a mental note to have some milk in the fridge. You never know when you’ll encounter a batch of freshly-baked chocolate chip… Read more »

Typographical trivia

Almost everyone misuses the term “font” when referring to type. We tend to use it to mean “typeface”. So to be precise, “Helvetica” and “Times Roman” are different type families, not different fonts. Font actually refers to the difference in size and weight of type within the same type family. Helvetica Bold 12 pt. is… Read more »