Me and my boy at the pool.
Mark Buckshon over at Construction Marketing Ideas posted about my article on which font to use for proposals. He raised an interesting point regarding how important the use of fonts in proposals is and whether this discussion could be considered bugdust.
Think of it this way. In the 2008 Olympics, many swimmers wore special suits that were later deemed to give a slight and unfair advantage. If Micheal Phelps was wearing the suit and Ryan Lochte was not, Phelps would have an unfair advantage (because the difference between those two is measured in milliseconds).
If I were to swim a race against Micheal Phelps, it would be stupid for me to spend time debating whether to wear the special suit or not. I barely earned my swimming merit badge. I would have to be a lot more creative than that to beat Phelps.
My time would be better spent figuring out how to jump on Lochte’s back without him noticing or calling Tonya Harding for some last minute strategic advice. A special swim suit is not going to give me the level of assistance I would require in this situation.
The same goes for using Baskerville in your proposals. If you don’t have a very good shot at winning, the choice of font is not going to pull off a magical upset for you. The results the New York Times got did not show a mind-controlling level of power, just a statistically significant difference.
It’s like wearing a special swim suit.
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