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How to Shape Human Behavior

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January 20, 2014 Joshua Smith interview

At some point you should turn everything on its head. Logos usually go lower right so put them top left. Product shots are usually small, make them big. Instead of headlines being more prominent than body copy, do the opposite. It’s perverse, but I’m constantly surprised how many times it works.

Advertising Concept Book (Second Edition) by Pete Barry quoting art director Steve Dunn

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Tagged advertising, branding, briefs, communication, competitive advantage, copywriting, industry analysis, innovation, inspiration, logo, marketing, persuasion, pete barry, product design, web design

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