If I Can’t Read It, I Can’t Buy It


Vision at 55, just like driving the speed limit, sucks.  Unfortunately, what you’ll find  is designers love putting together beautiful marketing materials that only a fourth grader can read due to the 8-point font.  Have a good look at all your marketing materials, business cards and websites to make sure you use a legible font and text size.  If the customers with the money can’t read what you put in front of them, they’ll likely toss your materials, rather than admitting that their eyesight is too poor to see what’s in front of them.  So make sure you use clear and concise words anytime you communicate with prospects and clients and you use a font anyone can read.  How do your marketing materials hold up?

Author: Nan Palmero, MBA

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