business, customers, Typography

Know What Your Customers Need

Do you know what your customers need?

Of course you do, it’s your business to know because your customers need is your primary aim.

Your business is set up to meet that need, right?

Do we really know what they need or do we sometimes we think we know?

Marketing is set up, AD’s placed, Social Media Strategy initiated, and then?  Little or nothing.

Why do our messages have so little impact when we have what customers need?

Could it be that our messages are self serving?

Take a look at the Blind Man….



Now watch the results of such a subtle shift of what his customers really need.

Powerful. Simple. (not to mention readable and legible graphics)

The blind man has needs…money.

But the “customers” don’t care about his need for money.

They do care that they feel sad that he cannot see the the beautiful day.

Subtle but effective.

Know what your customers need.

Design, Marketing, Typography

A Lesson in Typography

After quite a few years working in Marketing, I found myself  having an “ah-ha” moment that literally took my breath away.

It was the first day of my Graphic Design Program in a class called Typography.


What was this mystical subject that Graphic Designers made inside jokes about behind my back?

Typography: one of the most magical subjects to ever delight the heart and spirit.

It’s playful, knowledgeable, whimsical, harsh, dangerous, silly, adventurous, and, oh so necessary, to every single person in Business and Marketing.

Sadly, it is also one of the most undervalued and overlooked tools by those very same people.

Why so important?

Because when shown proper typography, the eye will stop, breathless upon the subtle beauty of words–readable and legible.
The consumer will not glance over such text, but will stop and absorb the meaning of the words placed before them.

Poetry?  of course!  Necessary for an effective campaign that contains words?  of course!

It’s not magic!  It’s science.

Words and text have rules.
Simple rules, when followed make content more readable, legible, and hopefully, will allow the reader read it!

Glance upon this nicely done poster found on Pinterest:

Typography 101

A beautiful illustration of the subtle importance of learning Typography.

A tweak of space here or there will keep the eye in place just long enough to capture one or two more readers to your content.

Simple science.

But its only step one.

Master spacing and then the real fun begins.  Fonts.

My second “ah ha” moment.