rob waller

Monday, December 21, 2009

Another Tom Fishburne cartoon


I've mentioned Tom Fishburne's wonderful Brand Camp cartoons before - here's one I used in a public lecture I was asked to deliver in Reading last week. The point I wanted to make was that it's actually OK for there to be some small print - that is, for information to be layered so some of it is more prominent than the rest, or structured so you read different bits of it at different points in your journey to a decision, to new knowledge or whatever your goal is. It's actually considerate to the reader to reflect their priorities, or to guide them through the big picture. But the bad stuff shouldn't only live in the small print.

Instead, the large print structureth, and the small print filleth in the detail.

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