My favorite excerpt:
And you hired a designer... why?ME: “This is great feedback. Thank you. I really think we should avoid most animation all together. Studies have shown that it really distracts from the rest of the page and makes it harder to read. I honestly feel the blue Helvetica really conveys a sense of professionalism, which is what we want to establish with your offshore banking operation.”
THEM: “I talked to my wife and my friend and this guy I used to work with and looked at some of the drawings my son did for the website design, and I really would like the headline in neon green and set in the typefontface Comic Sans. I use if for my church newsletter and I think it would be perfect. I think it really makes a statement about the brand’s market leadership and being a disruptive post-Web 2.5 startup.”
ME: “OK sounds like you have some experience designing so let’s try the idea. Here is a new comp with the headline in Comic Sans. As you can see it really clashes with the rest of the design. I think sometimes it works great like your church newsletter, but might not be the best option for an offshore bank targeting senior Mafia members and corrupt hedge fund managers.”