I wanted to come up with a clever way to draw readers into our consumer-friendly package on eye care, so I decided to present the headline as an eye chart. Wanting to emulate an eye chart to the letter, I came up with the start of a headline “If this is hard to read … .” This allowed the words to break perfectly on each line while keeping the number of letters accurate to an eye chart. Deputy editor Nathan Willis played along, and together we came up with language to finish out the headline that teased well to the package inside.
