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5.05
Typography: General Use (continued)
Body Copy
Body copy is always set in GE Inspira Regular. 10pt is considered a
standard size, but DR specialists have fl exibility to select appropriate
size for target audiences, such as using larger font sizes when
targeting older prospects. Body copy should always be left justifi ed
and full blocks of copy should not be centered or set fl ush right.
Leading
Type Size
Leading Size
9pt and below
+2pt ― use black color
9pt-24pt
+3pt ― can use color for this point and larger
Over 24pt
Use appropriate leading
Font Style Devices
Direct marketers have the fl exibility to draw target audience attention
through the use of font styles. These include:
• Bolding text within a paragraph, subhead and Johnson Box
• Italicizing text
• Using ALL CAPS in a subhead
• Presenting the text in the same color as the Monogram
• Using a technique to highlight selected text
• Underlining subheads on selected text within a sentence
While using font style devices in direct communications can make a
piece easier to read and understand, using too many of these devices
in combination can look cluttered or 'junky' and undermine the
benefi ts of the GE Brand.
Section 8.0 on Direct Marketing Components explains guidelines on
the appropriate number of fonts style devices to be used per DM
component, to ensure balance of simplicity and the inviting nature of
our brand expression.
For general use however, avoid using more than two font styles at a
time.
Legal/Micetype:
Legal type can appear in Inspira or, for space considerations, in
another Sans Serif font such as Arial. This alternative font option is
only for legal type 7/9 pt.
Direct Response Communications
Version 2.0
Page 52
This example shows the use of bolding and underlining within a letter. Adding any
more font style devices may make this letter look cluttered.
Raymond Hulett
123 Anystreet
Anytown, USA
Special Off er: Save 20%
Dear Raymond Hulett:
The standard warranty covering your Hotpoint refrigerator expired quite some time ago.
We want you to enjoy the peace of mind that comes from knowing you are protected...and
that you won't have to pay for any unexpected repairs or needed adjustments. That's why
we are giving you this special opportunity at a special price to protect your refrigerator with a
service contract.
It's called Service Protection Plus™ by GE and here are the benefi ts:
•
Comprehensive Coverage ― Even the best operating major appliances and home
electronics need occasional repairs and adjustments to stay in top running condition
― especially as they grow older. Today, just one service call alone can easily cost $150
or more! But with Service Protection Plus, you receive service as often as you need it.
Your coverage includes all expenses for functional replacement parts and labor on
repairs to operating components that fail during normal use, with no deductibles or fees
of any kind.
•
Professional, Reliable Service ― By dialing the toll-free phone number listed on your
contract, you avoid all the guesswork and hassle of choosing a dependable, qualifi ed
service provider. We schedule service promptly ― at a time that is convenient for you.
Our expert technicians are trained to repair your brand and model of major appliance or
electronics. They use advanced diagnostic tools and only quality replacement parts, so
most repairs are completed in just one visit!
Sincerely,
Stan Simpson
Warranty Manager
P.S. To immediately activate your off er, please complete the enclosed application or call
1.800.555.5555 or visit geappliances.com/spp before September 5
th
, 2005.
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