There are hundreds of ways to convey information to potential patrons, and dozens of theories about what works and what doesn't by way of themes, design, format, and readability. On top of that, tastes vary. "Exciting" or "enticing" or "credible" mean different things to different readers. The key insight that is more often spoken than it is observed, is to convey information in the manner your patrons most want to receive it. In one example below, the audience wanted a simple, traditional brochure using rich, dark colors. In another, the audience wanted bright colors, but a larger format. In the third, the audience responded enthusiastically when the traditional brochure was replaced by a newsletter and a fancy pen. As always, the difficulty lies in figuring out what an audience wants more than in delivering it, though that can only occur when organizations are alive to the need.

Continued in the September 19 edition of Arty Face.