It seems that graphic designers are being taught there is no such thing as a font size larger than 8 points or a font style other than sans serif.
Take the example of many documents I've seen recently from technology companies, particularly data sheets and white papers. The documents are attractive enough, but their design discourages actual reading. Why? Because the body text font is 7 pt. Arial, a size that used to be reserved only for the "small print" text that nobody was expected to read.
Look at the design of your sales materials and ask this critical question: Will your customers and prospects read a document that requires a magnifying glass?
Remember that many people in executive and senior management positions -- the key audiences and decisionmakers you want to attract -- are baby boomers. They are not going to strain their already bifocaled eyes to read a document that sacrifices user friendliness to some poorly considered design decisions.
Yes, I still believe in the value of good design for improving the appeal of text and attracting a reader's interest. Just make sure the design enhances the words, not overrules them.
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