Colin Wheildon

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

In 1995, journalist, designer and editor Colin Wheildon added “international author” to his curriculum vitae with the release of “Type & Layout: How Typography and Design Can Get Your Message Across—Or Get in the Way.” In-the-know designers and marketers responded by adding his treatise to their repertoires. What made Wheildon’s concepts so intriguing is that they were based not on his own design aesthetic or anecdotes, but rather on a nine-year study into the readability and perception of various typographic elements. A decade later, Wheildon joined with writer and editor Geoffrey Heard to expand on his earlier work. As Wheildon explains, the revised edition,

Who Speaks for Your Company? The new General Motors strategy of offering employee pricing on all new models resulted in a 47-percent sales increase in June. Ford promptly followed suit. Chrysler went them both one better by not only offering employee discounts but bringing back Lee Iacocca--the man who saved the company in 1982 and became its spokesman--to do the TV commercials, complete with the line he made famous, "If you can find a better car, buy it." In 1955 Ogilvy & Mather dreamed up the idea of using the CEO of Schweppes USA, the elegant, bearded Commander Edward Whitehead, as the centerpiece of

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