You can have really great, informative marketing materials, but if the text is not designed properly, your pieces will be quickly overlooked. What makes a reader lose interest?                

Overcrowding/Too Much Text

All of your text may seem important, but when too much text gets crammed into a small area, it gets too busy and confusing. Less is more. Simplify your text and highlight your main points. Get the reader interested enough to want to call you to find out more.

Headlines with All Capital Letters
Headlines in all capital letters are difficult to read. Use upper and lower case letters. Never use all capital letters with a script font.  

 

Long Lines of Text 

Avoid creating long lines of text, especially on letter-sized pages. Try breaking the text into two or three columns for easier reading. 

Mixing Too Many Typefaces  

Try to keep the number of typefaces that you use in one document to a minimum, about two or three. Mixing too many typefaces creates visual confusion and does not give a consistent, unified look to your piece.

Kerning Not Adjusted on Headlines

On large headlines, the kerning (the space between individual letters) may need to be adjusted to look visually more pleasing. The space before or after letters such as lowercase "o" and "e", or the "th" combinations often need to be visually and manually adjusted.