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A great travel flyer doesn’t just share information; it sells the feeling of the journey.
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When do you know a design actually has enough?
In university, one of my professors kept using the word "suficiencia." There isn't a clean translation for it, but the idea was strict: if a detail adds meaning to the concept, it stays. If you're adding it just because it looks nice, it goes.
I didn't think much of it at the time. Now it's the question I ask before every project ships.
What's the one thing you were taught early on that you still use on every project?
Suficiencia is such a powerful lens for design! Stripping away the fluff until every single element carries real intention is what turns a good layout into an iconic one
Why does some text feel effortless, and some feel like a wall?
Same words, same order, same brand. All that changes is the size relationship between the lines, and the space between them. That alone decides whether the eye knows where to start.
01 - A real scale. The headline jumps, the body steps back, and the spacing tightens around what belongs together. Now the eye lands, skims, and reads in the right order.
Hierarchy isn't bigger fonts everywhere, it's a bigger gap between the levels, and a smaller one inside them.
02 - One size, one gap. Eyebrow, headline, and body sit at nearly the same size, spaced evenly apart. Tidy, but flat, nothing steps forward, so nothing says "read me first."
Be honest - do you use a type scale, or just size things until they look right?
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01 is perfect
The mechanical dial standing in for the "2" is a clever way to make a stat feel tactile instead of just typographic. Nice restraint on the color palette too.