Effective Communication

Typefaces – what’s the point?

When it comes to design, there are certain rules that you break at your peril. Generally speaking nobody likes small images. when I worked in newspaper design, I learned a simple rule: “If you have a good picture, use it big. If you have a bad picture, use it big anyway.” I also learned that…

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Why we need brands


Consumers are deeply attracted to the power of brands because they represent to us an expression of order, reliability and certainty. Communication professionals must do more to harness the power of client brands to add value. Marketing is an act of persuasion and a brand simplifies the buying process by allowing the purchaser to dispense…

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The psychology of colour – creativity or ‘me too‘ design?

Speed dating and direct mail have something important in common: first impressions are vital. One needs to create a good overall effect quickly. But of course, that’s only the first step.  You won’t seduce anyone in three minutes, but you could easily disqualify yourself. University research in Winnipeg, Canada showed that people make up their…

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Shorter attention spans pose problems for creatives

  Listen very carefully. I can say this only once. The business of communication may be in deep trouble. Thats’s because our job is to engage with an audience that is stressed to the point of ill-health, and whose attention span is now officially less than that of a goldfish. Our attention span has been…

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The Yorkshireman, the barbecue and the beef brisket

The five golden rules of effective communication  Somewhere in Yorkshire a man with a loud voice and a flat cap has a piece of beef, in a cake tin, in his fridge. I know this. I also know that it has been marinating in there for quite a long time – far longer than any…

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