Yesterday we had to prepare a couple of ads for testing. Like an expensive Swiss watch, the client called exactly on cue--this is after having seen essentially the same ad for about three months.
"Make the call to action larger."
There was no push back from account, their suits as empty as a one-armed paper-hanger's sleeve.
"Make the call to action larger," they harumphed.
Of course, we resisted.
But as the deadline neared we gave in.
We made the type 1/2 a point bigger.
The client was now happy.
The call to action was now 1/144ths of an inch larger.