Do you know what is really, really easy to ignore when you’re too close to a design project?

Scannability.

When you’re working on print design, a digital handout or even a website – you must keep in mind that many of your users are not interested in a long read. They want the goods, and they want them NOW.

The last round of edits I delivered to Echelon Front came back with a simple, but jarring criticism: “It’s kind of monotonous and runs together.”

Crap.

How could I have missed this?!

Fortunately, I knew that just a few extra pages – simple pages – would fix this. I created some section covers, which also allowed me to inject even more vivid color into the document without straying out of branding bounds. This broke the content up, made it easier to scan, digest, and the document itself became more impressive overall.

Check it out:

There are some potential customers that want to read all of the details.

GOOD.

Put the information there.

Be thorough.

But always be on the lookout for ways that you can break up or compartmentalize information for the reader that just wants to scan – find what they want – and buy what you’re selling.

Need something redesigned so you can start to close more sales?

Let’s talk.

Enjoy the rest of your day, and get some work done!