I would like to get a slight bug-bear off my chest. on the way out last night I caught this 16-sheet at Goodge street tube station. its for a bed company and they’ve taken the tried and tested approach of utilising long copy on a cross-track.
but the copy is too small to read.
now I’d be the first to confess that my vision is hardly 20:20. but I’d like to think that it’s fairly representative of the population as a whole. and I simply couldn’t read the poster.
there’s no excuse. Viacom (now CBS) can electronically mock-up copy in-situ and quickly get it to a client or creative agency. whilst this won’t let you exactly see if every word can be read, it does give you a reliable idea of scale – allowing you to judge to what extent the copy can be easily read.
CBS optimistically estimate that they are asked for mock-ups of creative for only one in every thirty campaigns. this just doesn’t seem like anywhere near enough.
waiting for a tube train is frustrating enough. let’s not make it any more so!