Certainly it was unintentional, but when you make a statement like this be sure what you say is possible.

The newspaper ad was approximately 5 x 10.25-inches and the headline proclaimed, “Free Checking So Free It’s Worth Reading The Fine Print Below.”

Good idea to make light of the ever-present disclaimer copy. It makes the reader feel like the advertiser is on the consumer’s side. Only one problem.

You can’t read the disclaimer copy.

My superhuman vision isn’t as good as it once was and I’m stuck with mere mortal’s vision now. But even when I focused a small magnifying glass over the spot, I couldn’t read the copy. Sure, the typeface was 9-point, but size wasn’t the issue.

The bank used its corporate blue as a background, including behind the disclaimer. If you have any experience with newsprint, you know ink impressions aren’t crystal clear. The dark background with its miniscule grid pattern magnified this problem.

An average reader who tried to do what the headline suggested would quickly give up such an eye-straining, impossible assignment. The fun side of the headline was ruined.

Both the bank marketers and the bank’s ad agency should have considered this situation.

It’s always a good idea to step back and look for any problems that might occur with any media — print, mail, online, banners, statement stuffers, flyers, broadcast. After all the effort and money you spend on any promotion, you want to be sure it makes a positive impact on your prospects.