Messaging and Design Bring Clarity to The Claro Group’s Brand

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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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The Ideal Length of Everything Online, Backed by Research

By Burkey Belser
May 7, 2014
The Ideal Length of Everything Online, Backed by Research

We are constantly asked how much to write and how by our clients. Here‘s information that improves our gut-level answers with real research. Read it, but let me first repeat just a few highlights:

1. Line length is important. Client alerts and websites whose line length strings across the page will not be read. We‘ve always said the ideal line length is 1.5–2 alphabets long, confirmed here as 45–50 characters. The eye simply cannot find its way back to the beginning of the next line with longer lengths.

2. “They Laughed When I Sat Down at the Piano” is one of the most famous headlines ever in the ad biz. Nine words. So is “Lemon” (Volkswagen). One word. Six words appears to be ideal, but in this case, “it depends” is the proper answer. Don‘t let science rule your life.

3. An ideal Tweet is between 71–100 characters, not the full number of characters allowed.

4. An email subject line? 28–39 characters.

Even though this post is less than the 1,600 words, which is suggested to be ideal, we don‘t wish to delay you any longer from going to the source.

Read the entire article here.