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                              What Copy Cosmetics Communicate

                              I used to run a copywriters forum. The members once fiercely debated the differences between “clean copy” and “clunky copy,” and how design can affect response. What’s “clunky”? I’m talking about odd layouts, inconsistent typestyles, different-looking fonts, garish colors, overemphasis using formatting tricks (like underlining, highlighting, bolding, italicizing, etc), and so on. In other words, …

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