With all the emphasis on emerging technologies and digital media, it’s easy to forget that the small details of execution still matter. Take type, for example. It’s long been shown that all uppercase type is harder to read (because all the letters are the same height, words lose their distinctive shapes) — yet there’s no shortage of billboards set with all caps. Italics are for emphasis, but too often, whole paragraphs are italicized. Serif typefaces are often easier to read — and proof — than sans serif, but that doesn’t stop people from setting lengthy brochure and website copy in sans serif type. The point? You can probably make everything you do 25% more effective simply by following well-known principles of color, type and layout.