From the course: Logo Trend Report 2019-2020
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- One of the genius marketing moves of all time had to be the creation of the Highlighter. Now I don't mean the marker itself, I mean the name. There were yellow markers around for years and people will still underlining stuff in books with pencils and maybe a red pen until the early '60s when someone said, let's call that yellow marker a Highlighter. I mean, that's the brand name and it stuck and suddenly people started buying millions of yellow markers because the name made sense. All you have to do is figure out what's important and make it yellow. Really, I don't suppose yellow was that popular a color as far as markers go but it shows up really well on a page and the flourish of yellow is lots better and the best part, black print stands out like a charm and a little yellow behind a word seems to make it at least three to four times more important. And we've pretty much all been indoctrinated that way, so why not take advantage of our predispositions with design? I've actually…
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