Out of print for several years, this is a revised version of the book which evokes stronger responses than any other book on the use of type in print design.
Quotes range from:
David Ogilvy: Hitherto designers have had to rely on their guesses as to what works best in choosing the typography and layout. All too often they guess wrong. Thanks to Colin Wheildon, they no longer have to guess. No guesswork here. Only facts.
Edmund C Arnold: Now we finally have the definitive guidelines that will make advertising far more effective and can save millions of dollars wasted by poor advertising typography.
Roger C Parker: Now when you break the rules, you can predict how many readers you'll lose!
Mal Warwick: You need this book if you use the printed word to sell, promote or persuade. . .This book has helped me and my colleagues raise hundreds of millions of dollars.
to:
A practising graphic designer: Wheildon's book was the only graphics/typography/design/art/drawing book I ever threw out in a fit of rage.
The kind of questions this book answers, based on research done, are:
- Why should one magazine generate thousands of inquiries while a similar ad in the same issue for a competing product fails?
- How can one sales letter yield $1 million more in revenue than a similar letter mailed at the same time to a statistically identical group of prospects?
- If a newspaper editorial on a City Hall scandal sets off a public furor, why should a similar opinion piece be largely ignored?
There is no question that looking at a well designed publication is a pleasure. There is also no question that many pages that are a pleasure to look at are not a pleasure to read. Colin Wheildon is not talking about what looks pretty, what people can read in one minute under test conditions, or whatever. He goes to the underlying reason why people write, print and display information - to convey that information to others
You can view or download a 1MB PDF extract of this book
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