LETTER: Serif Type Fan Club

Share this content:
I look forward to reading the editorial each week, but "Find a Vaccine, Fast"(http://www.dmnews.com/articles/2000-07-03/9214.html) had me saying, "Amen!" The problem you addressed exists in the print world as well, where art directors often design for beauty and not for salesmanship.


The number of times I've had to remind, request or demand that an art director change type to serif and indent paragraphs on body copy over the years is more than I can count.


The problem is more rampant on the Web. And it's not just the fault of the Gen Xers designing the stuff. Many a 40-something marketer has been known to surrender his experience in the wake of someone who understands HTML and other Web techniques.


The current situation reminds me of the early '80s, when IBM PCs first appeared in the business world. For a year or so, every bit of data on any spreadsheet was taken as gospel because "it came from the computer." Finally, experienced folks were willing to question when the numbers made no sense.


Anyone who treats the Web as anything more than a tool, or who does not recognize that the devil is in the details, is placing unnecessary hurdles on his ability to get and keep customers. Hurdles can be overcome, but why make prospects and customers work so hard?
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above