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8.04
Forms: Design
The simplicity of GE's brand characteristics can be brought
to life in forms and statements. Forms should provide simple,
precise instructions to make it easy for the target audience to
understand and respond to.
Reverse-out bars and tinted bars can be used to increase
readability and make it easy to separate and view information.
The monochromatic use of color should apply to forms as
much as possible, and the color selected should match other
components of the DR package.
Typography
Always use GE Inspira for headlines, subheads and main body
copy.
Headlines and Subheads
Headlines and subheads can be justifi ed left or centered. Don't
set any headlines or subheads on forms fl ush right.
Body copy
All instructional body copy text on forms should appear in
GE Inspira font. Body copy should never be larger than
headlines or subheads. For space considerations, an alternative
sans serif font can be used within data capture sections of
forms. Legal or mice type copy smaller than 9 pt should appear
in GE Inspira however, when deemed appropriate, an alternate
sans serif font can be used.
Direct Response Communications
Version 2.0
Page 92
P
P
P
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Use of color and white
space are eff ective at
laddering a consumer
through the information in
a clear and simple manner.
Service Protection Plus
by GE
Never worry about missing a payment. Your fee is paid automatically through your checking account
or credit card.
Unlimited service calls from specially trained technicians.
You pay nothing for repairs to operating components that fail during normal use.
Apply today with our easy 3-step process.
Please complete and mail back this contract application to:
Service Address:
Dan Steen
80 Washington PL
Ridgewood, NJ, 07450
Step One: Select Products to be Covered
Product
Model #
Price for 1 Year Plan
Dishwasher
12345
$56.95
Microwave
67891
$35.95
Step Two: Select Length of Coverage
One Year
3 paymenst of $XX
Two Year
3 payments of $XX
Three Year
3 payments of $XX
Step Three: Select Payment of Your Choice
Credit Card
Bill my credit card
Visa
Card #
Check
Enclosed is my check or money order.
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Discount
$51.95
$29.95
OR
Total $XX.XX
OR
Total $XX.XX
OR
Total $XX.XX
Mastercard
Discover
Expires
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