Boron - Chapter 18

# Boron - Chapter 18

The Boron Letters - Chapter 18

Friday, 7:09 AM

June 29, 1984

Dear Bond,

Well, here I am trying to get started again. Once more, I
haven't the faintest idea of what I'm going to write about.

Let's see now. Oh yeah. When I left off last night one of
the last things I mentioned was how the judicious use of
parenthesis (like this) can provide "eye relief" for your
reader.

Alright. Now, let's talk a bit more about eye relief. Have
you ever looked at a piece of writing and decided not to
read it because it looked so forbidding? I'll bet you have.
Many times.

Usually, this kind of writing will have long sentences, long
paragraphs, narrow side margins, small type and very little
white space anywhere on the page.

Now, we certainly don't want people to avoid reading
our copy for stupid reasons like this, do we? You say you
agree? Good. In that case, I'll press on.

Now, listen up. When a person first looks at something you
have written it should be something that looks inviting to
read. Easy-to-read. When he looks at your page of copy he
should be drawn to your copy like a convict is to a
Penthouse Magazine.