This typeface had to go, and the classic that replaced it

I usually avoid change, but it was time for one.

Tahoma has served The Carolina Ledger newsletter well since I started it, but this week I finally ditched it, opting instead for Helvetica for headlines.

Continue reading “This typeface had to go, and the classic that replaced it”

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Lowering your bounce rate, from one non-web guru to another

tablet screenI don’t check in on my website analytics quite like I’m supposed to.

One particular post at The Carolina Ledger performed well on social media last week. My interest in my website’s analytics is usually piqued when that happens.

When I checked my report, I noticed something I’ve notice before–a high bounce rate. (Cue dramatic music.)

Continue reading “Lowering your bounce rate, from one non-web guru to another”

NWS all-caps “yelling” gone the way of teletype

NWSchange

 

 

The National Weather Service announced this spring that it would stop publishing in all caps in May.

And this is a wise decision because if every forecast is printed in dated teletype, it seems like an emergency, as one Pro Publica article points out.

But in addition to generally communicating a more appropriate level of urgency, the change also addresses how we process information.

Continue reading “NWS all-caps “yelling” gone the way of teletype”

Three tips for the typography novice’s next project

Typeface is a language all its own.

More than mere decoration, typefaces—or font families—should support your message. Select your typefaces as carefully as you select your words.

Continue reading “Three tips for the typography novice’s next project”

What I learned creating ads on Facebook (plus a tutorial roundup)

Image by Jen Mayfield. Copy by Jessica Cross. TDC's Facebook ad preview.

Image by Jen Mayfield. Copy by Jessica Cross. TDC’s Facebook ad preview.

I’m not naturally a leap-before-you-look kind of gal. And creating my first Facebook ad for The Design Consortium, where I write copy and analyze websites, was no exception.

I knew I could write the copy according to Facebook’s character length specifications for our particular ad objective. What unnerved me was the process of setting up the ad. Fortunately, I had TDC team depending on me to get it done–that’s the cure!

I learned that the process of creating a Facebook ad, though detailed, is easy.

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Ten months in review–tragedy, kindness and life changes

As this year approaches its end, I realize it’s given us much to think about. We’ll soon get swept up in planning for the holidays, so now seems like an appropriate time to take stock of where we’ve been and to share updates from my own life.

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How to put color to work for your marketing

Color wheel--public domain

Color wheel–public domain

When I’ve written for clients in the past, I’ve focused my communications skills on the writing portion of mailers, newsletters and other written communications. My strengths involve organizing information and writing clearly. But did you know communicating with design elements is just as important as the words used?

The starting point for your message is what your audience sees, not what they read. If you use visual elements that are distracting, a reader may miss your message altogether.

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Choosing the right typeface for your organization; and two quizzes

Image by Willi Heidelbach

Good writing is key to persuading your audience. But readers have to cut through design before they can understand your message.

Typefaces—or font families—are important for good design. Communications pros consider a number of typography elements to hone a campaign’s message.

Continue reading “Choosing the right typeface for your organization; and two quizzes”