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Scott Shrake
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Many direct marketing experts advocate the other extreme: neutrality of type in the service of content.
Somewhere in between exists a double standard for “display” type and “text” type. The former, usually employed for headlines and short bursts, often permits more creative leeway. The latter is most associated with body copy, or paragraphs, where the eye must not be taxed and reading ease is the goal.
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Scott Shrake
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