I was contracted to create a full-page print ad for a seminar event.
Me: I need a the copy for the ad, and if you want to focus on the key speaker, I’ll need a high-res photo of them as well. And remember, whatever copy you send, keep it short. You want a simple and clear message.
Client: Copy that. I will send it over.
I receive a photo of the key speaker, the instructions to make the event title occupy a third of the page, and –
Me: This is way too much text. It doesn’t even fit on a single page, and that’s prior to includiing the photo and header.
Client: Just make the type smaller and it’ll fit.
Me: But then it won’t be clear and simple, let alone readable.
Client: One problem at a time.