ADV @ UNDERCONSIDERATION      Peek here for details






Quantity Produced


Production Cost

Production Time

2 Weeks

Dimensions (Width × Height × Depth)

5.75 in × 8 in

Page Count

16 + Cover

Paper Stock


Number of Colors

Cover: PMS 877
Interior: Black + PMS 375



Saddle Stitched + Belly Band


Mercury by Hoefler & Frere-Jones
Tungsten by Hoefler & Frere-Jones


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.

This Is Not A Test Brochure --- This Is Not A Test Brochure --- This Is Not A Test Brochure --- This Is Not A Test Brochure --- This Is Not A Test Brochure --- This Is Not A Test Brochure --- This Is Not A Test Brochure --- This Is Not A Test Brochure --- This Is Not A Test Brochure --- This Is Not A Test Brochure


Recent Posts



“This Is Not A Test” Brochure


Production Method



Measure, Inc.
Chad Johnston, Creative Director
Chris Malven, Senior Art Director
Austin Van Laar, Art Director



Holm Graphic Services

This post was published in the original layout of FPO so all images are smaller. Project descriptions as well as production lessons are quoted in the main content area.

Post Author


Author Picture

Armin Vit

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

September 20, 2010


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FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.

FPO uses Fonts.com to render Siseriff and Avenir Next.

FPO is run with Six Apart’s MovableType

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All comments, ideas and thoughts on FPO are property of their authors; reproduction without the author’s or FPO’s permission is strictly prohibited

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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End