EMBA的小眼睛

Is this spam?

If you have to ask, it probably is.

The essential truth is that spam is always in the eye of the recipient. If you think it's spam, it's spam (if you're the recipient. If you're the sender, your opinion is worthless.) I don't care what the privacy policy fine print says, if someone thinks it's spam, it is.

The best definition of permission marketing used to be messages that were anticipated, personal and relevant. If this is going to be an asset of your organization (and it should be), let's take it to the next, easily measured level: would people miss it if it didn't arrive?

Once you have people looking forward to what you have to say, no more worries about spam. You've built an asset worth owning.

Setting type used to have just one function: is it readable? Then, to save money, a new question: Can we get a lot of words on a page?

The third question, though, is the most dominant for most people making a presentation, designing a website, scoping out a logo or otherwise using type to deliver a message: How does it look?

The answer is not absolute. In some situations, some cultures, some usages, one type looks fine and another looks garish or silly or just wrong. And the reason is that whether we realize it or not, type reminds us of something we've seen before.

Here's an obvious example:

中醫依體質治療便秘-轉載自自然生活網 (http://www.i-nature.com.tw)

圖文整理／i-Nature編輯部

中醫治療上，不單純使用瀉劑藥物，而是先辨別身體上的寒熱虛實，瞭解並依個人體質、病狀，以通氣補血、清熱潤腸、溫通腸胃等方法，來達到通便的目的。用於醫治便秘的藥物，依便秘常見的體質分為「攻下藥」和「潤下藥」兩大類。

什麼是痛風？-轉載自自然生活網 (http://www.i-nature.com.tw)

◎ i-Nature 編輯部

隨著戰後飲食生活品質的提昇，進而急速增加的生活習慣病