Right: The four-page data sheet to the right is downright moody. The grey field was dull varnished and the equipment photo glossy. The effect was to make the product appear to be an island of clarity.
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At the time we worked with Decision Data the company made midrange IBM clones. The marketing director there was a clever fellow with a willingness to make simple statements. He was unusually straightforward, for a communications guy. Together, we experimented with business-to-business direct mail and very stark technical information packaging.
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