Gary Halpert: 'Your type face should be a serif face'

🔥

I’ve read The Boron Letters, a collection of letters from accomplished copywriter and direct marketer Gary Halpert to his son in bloom, Bond (who also shares his comments in the book).

It’s rather poor. I can understand why young copywriters today speak warmly of this book, as it is as fragmented, deconstructed and scattered as the copy of young writers today.

But it has many gems of wisdom. I like how he pays attention to the look of his marketing materials – something that many who follow in his footsteps seem to have forgotten.

For example:

"One thing that helps is if your promotion has a 'crisp' look about it. In other words, the layout should be clean, there should be a lot of contrast, and it should look easy and inviting to read.

Your letterhead should be dignified and non-distracting. Your type face should be a serif face (…)"

Words of wisdom.

2 comments