Nordstrom: Following, Bending & Breaking the Rules
Use serif type in body copy, not sans serif type; it’s more readable and will bring a better response. —Craig Huey
Further, master designer Ed Elliott of Phillips Publishing writes:
Use the right text type size. Ten or 11 points is optimum for readability; maybe one point larger for older readers.
My measurement indicates that the Nordstrom designers use a minuscule 7-point mousetype, eliminating any hope of seniors with poor eyesight ordering gifts for children or grandchildren. The readability is enhanced somewhat by double spacing, but in my opinion, the Nordstrom designers violate Malcolm Decker’s observation:
- Companies:
- Nordstrom
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
