Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Five Tips to Readability

1. Always insist on serif type for all your ads—just like every newspaper and mainline magazine on the planet uses in their articles to help the eye connect to the words on the page. This book is printed in serif type. Almost all books are. Serif means that each letter is finished off with a little foot that helps the eye literally finish seeing the letter.
2. If you absolutely must use san serif type, apply it to bold headlines only.
3. Always refuse to use reverse type, which is simply impossible to read. Let your competitors use reverse type all they want. Let them waste their money on ads that have no readability.
4. Always think of your readers as 60 or older and focus on a type size that is kind to their eyes.
5. Whatever type ...