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Serif+Sway
WHAT DOES THAT MEAN, ANYWAY?
serif
Serifs are the little tails and strokes in typefaces like Times New Roman. While they may seem strictly decorative, serifs are bossy little marks. Like tiny typographical arrows, serifs prompt your eyes to physically move from one letter to the next.
There are a lot of “serifs” required for effective communication. Clarity, accuracy, and strong calls to action are signposts that guide your audience where they need to go.
sway
At the same time, it is impossible to truly spread your message without subtle, persuasive nuance. It doesn’t matter if you’re in the business of composite materials or finance or you teach ballet classes. Your stakeholders must be swayed.
That can be accomplished with well-chosen words, the best phrases, compelling graphic elements, and emotional intelligence.
When you think of Serif+Sway, you could also think:
HEAD + HEART
INFORM + INSPIRE
OFFENSE + DEFENSE
CONVINCE + CONVERT
CLARITY + CREATIVITY