The first impression of a communication will dictate whether it gets so much as a second glance, and its visual style is equally important in establishing perceptions of its character before the first word has been read.
The best corporate publications will use as their style benchmarks the leading mainstream channels. For example, if the profile of your customers is such that they might be likely to buy a copy of a leading news magazine at the airport the next time they’re travelling on business, your communication needs to look just as good if it's to compete for their time.
