I Tried Squinting, But It Didn't Help
This is an ad that ran recently, for Liberty Mutual, and I wanted to point out the clever play on words in the second paragraph. Well, actually I have no idea if there is any word-play anywhere in the copy. It is just impossible to read the text. It is a too-small, sans serif font, light in color against a dark background. And even though I sharpened the image, it is still a chore to read.
It is difficult enough to get someone's attention, considering the 5,000 advertising impressions we are exposed to each day. Once your headline does its job, don't let go. Each sentence in your copy is an opportunity to have the reader either stay or leave. But having text that is impossible to decipher makes the readers' decision easy. It is not an enticement to stick around. And the good news is that it doesn't even cost more to make the type legible.
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