Data Cleaning
Your computer's word processing program probably gives you a galaxy of typestyles. Should yours be a serif typeface—one with letters that have little tails and curlicues? Or should it be a sans serif typeface—one with clean, streamlined letters? Should you use italics? boldface type? all uppercase letters? What is the right size of type for the headline? the subhead? the body copy? the theme line? A type expert or art director must be able to answer all of those questions and answer them correctly. Otherwise, a great deal of money may go down the drain.
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