Wednesday, July 11, 2007

The bigger the Small Print the smaller the small print

Quite a few copywriters have the original idea of calling terms and conditions 'The Small Print'. Of course, you know when you see this, that you've seen the last bit of plain English you'll see for quite some time. In fact there seems to be a law of inverse proportions here: the larger the title, the more assertive the implicit claim to have addressed the problem, the smaller the smaller print actually is. Here's one we got from Goldfish, the credit card people:


In this example, from Vodafone, the designer makes his or her contempt for the reader pretty clear by devoting a third of the page to white space, rather than allowing the type to be more legible but fill the page.