Re: Mixed capitalization for marketing brochures - what do you think?

Subject: Re: Mixed capitalization for marketing brochures - what do you think?
From: Stuart Burnfield <slb -at- westnet -dot- com -dot- au>
To: Techwr-l <techwr-l -at- lists -dot- techwr-l -dot- com>
Date: Tue, 6 Mar 2012 08:49:51 +0800 (WST)

I worked for a very small software company with a very good product. The main competitor was a pretty crappy product which was marketed lavishly by its owner, Giant Software Octopus. GSO could outspend us by a thousand to one, so one of our marketing ideas was to piggy-back on their product's brand recognition by getting some materials made up along the lines of, "Interested in Famous Product X? Why not look at Product Y!"

The graphic designer's proposed layout showed a potential customer in the middle with same-sized visuals on the left and right, one representing Famous Product X and the other representing our Product Y. We questioned why so much space (in fact equal space) was devoted to the competition, when the idea was simply to name-check Famous Product X and then suggest our Product Y was bigger/better/brighter. The graphic designer's argument was that giving more space to our product would make the layout 'unbalanced'.

From: "Gene Kim-Eng" <techwr -at- genek -dot- com>
> It may be "ok because it's art" to the artist, but
> your brochures probably are not being targeted toward
> prospective customers who are artists,

I think there are a few graphic design/web design folks who believe the grubby world of business should be like a Renaissance-era patron of the arts. That is, they should be paid but otherwise left alone to produce aesthetically pleasing works to be admired by their fellow artists.

Stuart

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