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Chasers: Cut to the Chase

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Company: Ingram Micro, Santa Ana, Calif. Agency: N/A Market: IT buyers and decision-makers Quick chase: The spectacular colors in the flower shop are show-stoppers. Everyone in the audience will pay a visit to this page. They might even notice Ingram Micro's logo in the bottom right or the logo of its partner Cisco Systems in the bottom left. But will the audience's eyes head toward the ceiling of the shop to absorb Ingram Micro's message? We doubt it, because the text gets lost amid the floor joists. First of all, text usually works better when it falls below the dominant image. That's the natural flow of the eye's movement. Second, the text appears in reverse type on a complicated background making it difficult to read. Readers are unlikely to find the text, much less fight their way through it. Clue: Text needs to get in on the ground floor.
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