I designed new business cards for a client’s company. As soon as they were ready to print:
Client: On second thought, I don’t want them.
Me: You’re keeping the old ones? Why?
Client: They’re easier to read.
She pulled out her card to show me. Vertical orientation, name in bold 10 pt red, contact info in 4 pt black.
I pull up my design: the contact info is horizontal orientation, 14 pt white on black. Crystal clear.
Me: Honestly, I think this is easier to read.
Client: I’m just not crazy about them.
Me: But you said you loved them when you first approved the design.
Client: Meh. I lied.