DESCRIPTION "This Is Not A Test: An Exploration of Visual Perception" Brochure CLIENT Self-promotion DATE June – July 2010 DESIGN CREDITS Measure, Inc. Chad Johnston, Creative Director Chris Malven, Senior Art Director Austin Van Laar, Art Director PRINT CREDITS Holm Graphic Services TYPE CREDITS Mercury by Hoefler & Frere-Jones Tungsten by Hoefler & Frere-Jones

QUANTITY PRODUCED 1,750 PRODUCTION TIME 2 Weeks DIMENSIONS: WIDTH × HEIGHT × DEPTH 5.75 in × 8 in PAGE COUNT 16 + Cover PRINT METHOD Offset PAPER STOCK Uncoated NUMBER OF COLORS Cover: PMS 877 Interior: Black + PMS 375 BINDING Saddle Stitched + Belly Band

Self-promotions can’t always just be about showing off completed work for other clients. It’s a fine practice, but sometimes you need to do something a little more personal that displays your or your design firm’s ability to conceptualize (and execute) without clients. If in the process you manage to squeeze in few visual communication lessons all the better. And if you manage to do it with 2-color printing and a simple, striking design, then you got yourself a spot on FPO.

This promotion was designed to help clients and potential clients understand the value of visual perception and how it can effect their business. The piece demonstrates the value of design through short “tests” that explore Layered Meaning, Form Perception, Expressivity, Typography, Paradox, Information Processing and Consistency.

The piece is titled, “This Is Not A Test: An Exploration of Visual Perception” and draws on the visual language of tests to demonstrate the ideas presented. Each of the 7 tests presented is followed by a brief description of the concept at work and later summarized on a key page in direct relation to how the tests effect business.

The piece ends with an Extra Credit section that invites viewers to log-on to an accompanying website where they submit answers to five questions. Users who submit answers will receive a limited edition poster designed from the total collection of answers submitted.