Lon Shapiro
1 min readFeb 24, 2016

Beautifully done! People are laughing, but you still got better creative direction than I’ve gotten in real life. For example (exact wording changed to protect the guilty):

Client: For font style I do not want the _______. The photo speaks for itself for _________. Please be creative with the fonts, need something more than plain ________ but don’t want to be too over the top that it takes focus away from photo shot. Also needs to be simple for a quick read.

Me: Need more direction here. Is there any tone you do want? If not ________ or __________, is it fun, elegant, modern, traditional, romantic, etc?

Client: For font style I do not want the _______. The photo speaks for itself for ________. Please be creative with the fonts, need something more than plain ___________ but don’t want to be too over the top that it takes focus away from photo shot. Also needs to be simple for a quick read.

In other words, something fairly unique, not too fancy and easy to read.

P.S.: At least he didn’t ask for Helvetica.

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Lon Shapiro

High quality creative & design https://guttmanshapiro.com. Former pro athlete & high quality performance coach. Teach the world one high quality joke at a time