Bold means getting noticed by being distinctive. Eye-catching graphic design, vibrant colors, clear fonts and dynamic layouts have a part to play. But bold means more than how we 'look'.
It means being clear about how we're communicating. It means expressing ourselves in a simple, clear and appropriate way.
Bold means that we need to think hard and be creative in every part of our communication. So rather than just relying on traditional brochures, we should first ask ourselves if there are more powerful, creative ways to get the messages across, for example, a blog, a DVD, a short rolling PowerPoint presentation, a set of presentation panels, an HTML email, or a letter. And if a brochure is the best way to go, what format has the most impact?
Bold can have an element of the unexpected. An edginess where what we say and how we say it come together in ways people haven't seen before, and with the power to attract attention and stick in the memory.
BOLD is not... Loud, Irreverent, Irrelevant, Anarchic, Arrogant, Aggressive, In your face.