Another Tale of Marketing Trickery

June 27th, 2008 by marc



Susan’s latest order from Amazon came yesterday, and among the books was this one, “Artisan Bread in Five Minutes a Day”. Oh course I was excited to take a peek (who doesn’t love a crusty loaf?). The jacket made the book look nice enough (it’s not Martha Stewart but respectable), but the jacket is just smoke and mirrors. I opened the cover, flip to the PREFACE and that’s when I knew we had been duped.

The inners of the book are awful. I mean really really bad. So poorly designed that I don’t want to make crusty loaves or begets galore anymore. NOTE: To any of my readers who do not dream in bright shinny letters or when reading don’t think about the typeface/ font used here’s a lesson that will cue you when something has been designed by someone who A. hasn’t gone to a week of design school or B. is pretending to be a designer. It’s called kerning. Kerning is the spacing between letterforms or as the dictionary puts it “To adjust space between (characters) in typeset text.” Kerning actually originated In the old days when printing was done on a press. The printer or typographer would set each letter to make the words. Today most typefaces or fonts have kerning mapped out pretty good. It’s not near the challenge wood and lead lettering were back in the day. All design programs have tools that allow you adjust the spacing. If the kerning is done right the reader will never notice, but when it is spaced wrong or uneven reading becomes more difficult. Like the photo above “PREFACE” could be read as “PREF” “A” “CE”. This is usually something you learn your first day of school.

This was just the tip of the iceberg for the book though. I flipped through the whole book and can’t remember any of the recipes, because everything was laid out so poorly. The book cost $20-something dollars, but what I can’t figure out is where did the budget for design go? It’s apparent that the publisher got the book printed realized it wouldn’t sale so the dust cover was added to help sell it. I’m not saying everything needs to be printed in color with stunning photos, but design it so it’s at least an easy read.

  1. That’s really too bad. The fact that you spent money on it is one thing, but because the type is so bad you don’t want to make any bread… that’s terrible. How could the designer do that to so many people.

  2. So it’s the discovery that will NOT revolutionize home baking then…

    I hope you can get your money back