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Kerning Matters

Kerning Matters

​Letters need space to breathe too, you know? “Kerning” is the technical term to refer to the space that exists between the letters of a typeface (the type of letter). Designers can edit this spacing to create different styles and sensations. And, of course,...

Words Matter

Words Matter

You say the wrong word… and you’re done! The haute couture of advertising is found in texts that are carefully magnetized with words that attract to the message all kinds of beneficial secondary associations. The synonym dictionary can be a great partner to help...

Geography Matters

Geography Matters

Don’t say the right thing, at the wrong place. Everyone knows that you ask for a “pop” in the north and a “coke” in the south [of USA]. Not knowing this information can be fatal to an advertising campaign done in the United States that’s trying to promote a soft...

White Space Matters

White Space Matters

Is white space important? Yes, let it breathe! Nobody likes getting in a crowded subway. There’s always the risk of having someone’s elbow painfully pressed against your stomach or a stranger’s breadth too close to your neck. Maybe in a less standard case of art...

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