Client: This book needs to go to the printer in five days, but it still needs some work. Can you make any recommendations or help me make it better?
Me: I don’t normally do consultation work. I looked at your PDF and, honestly, I would recommend a design makeover.
Client: I don’t have the time or money for that now. If you could change one thing to make it better, what would it be?
Me: I’d start with the typography. Reduce the type size from 12 pt to 8 pt, and look at another typeface, something other than Times New Roman.
Client: No, I was actually thinking about increasing the type size to 14 pt. What else would you do?