I work with scientists (mainly physicists and astronomers) designing posters and brochures advertising their lectures and field of study. One client in particular wanted a poster designed explaining the Heliosphere (think solar wind and the solar system) to the general public as part of his lecture series coming up.
Everything was going great until he started sending these paragraph-long equations.
Client: The poster is looking great so far, I think it would be even better if I put some of these equations I’ll be talking about this coming lecture series.
Me: I’m sorry, but I don’t think that would be a wise idea to put these equations on the poster. These equation are frankly too complex and long for the general public to understand and appreciate.
Client: What if we change the font and size of the equation? Will that make it easier to read?
Client: Yeah I’ve used PowerPoint before so I know you can add flashy and colorful things to the letters so they’re more interesting.
Me: …That really isn’t the issue here. This poster is meant for the general public. These graduate-level equations are far too complex to understand for a passerby to grasp at a moments notice like yourself.
Client: Oh! Well don’t worry about that I’ll send you a chart explaining all the formulas I used so it’s easier for you to understand.Get the Freelance Guide for 2017