It’s the Order Form, Stupid!
My French client put it this way: I was working with this Web designer. He said, "I am creating this beautiful website for you. I need some content to fill the spaces."
I fired him.
Inept, Incompetent Design Is Everywhere!
The problem smacked me in the face as I opened a recent Sunday edition of The New York Times. Being a marketing and advertising nut, I am as interested in the promotional stuff as I am in the news.
Amid the blizzard of various sections I found a gorgeous little 5-1/2" x 8-1/2" free-standing insert with the following headline:
Great Britain's master chocolatiers
invite you to taste
Take this 32-piece
Selection of their
Plus Free Gift!
[See the first image in the media player at the right.]
"Never show small pictures of food," a Better Homes & Gardens editor told back when I was running book clubs for Meredith, BH&G's mother company.
The image shows a plate of almost full-size and beautifully photographed after-dinner chocolates that filled up one-third of the cover panel.
I adore dark chocolate. This image made me salivate.
This designer knew the rules!
The Classic Brochure Design
Open the cover and it's immediately obvious this is a six-panel insert with two folds. It opens out to 16-1/2" x 8-1/2".
The inside of the cover—the left-hand panel on this two-page spread—has a huge photo of the introductory box of goodies and a headline in giant type:
TAKE THIS UNIQUE SELEC
from Britain's most inventive choco
The headline was cut off by the panel six—the nuts-'n'-bolts offer and the order form.
This is absolutely correct design. Tease me with the equivalent of cleavage and interrupt the headline with the fold. Make me unfold this panel to see the full monty and the rest of the headline.