Color is never allowed to interfere with easy reading.

-Fourth Commandment: Emphasis

Guerrillas know when to whisper, when to shout.

They use design to help readers separate important ideas from supportive facts. They use tools of emphasis to make their message’s information hierarchy instantly recognizable.

-Fifth Commandment: Simplicity

Guerrillas design to Simplify.

Guerrilla Marketing Designers recognize that readers quickly can lose interest when reading extended text, like articles, memos, newsletters or proposals. Accordingly, Guerrillas maintain reader interest by breaking information into manageable, bite-sized chunks using techniques like segues, subheads, lists and sidebars.

Simplicity also involves restraint. Guerrilla Marketers recognize that “less is more” when it comes to emphasis. They exercise extreme discretion before making typeface, type size, type style or color choices.

Guerrillas recognize that one outstanding photograph communicates more than three average photographs.

-Sixth Commandment: Instant Communication

Guerrilla Marketing Design is visual.

Guerrillas strive to replace words and sentences with story-telling visuals. These include charts, graphs, lists, organization charts, tables and timelines that communicate at a glance.

Guerrillas use visuals to quickly communicate comparisons, relationships and sequence.

Guerrilla Marketers understand that words alone are not enough to ensure marketing success. The presentation of words has to be as finely-executed as words themselves.

Guerrillas understand that design is not a mystery, nor is it a cure-all.

Rather, design is a fundamental business competency that can be mastered when right resources are chosen and properly utilized.

All of a sudden, he became an instant celebrity in neighbourhood. His business increased.

Action summary:

* Controversy has potential to bring in loads of free publicity for your business.

* It’s easy to create a controversy. You don’t necessarily have to pay some one to come and start a rally. You just need to have a strong opinion and speak out about that opinion.

* But be careful, many people have been burnt before. Public opinion can sway either way. And if it sways against you, you will be in deep trouble.