1. The cover carried all the usual elements, but they were blended by the color, and that simplicity popped it out from its surrounding, gaudy competition. Less is more, but can you imagine the arguments before they agreed to go with it?
2. covering the cover with as many pictorial and verbal appeals as they could squeeze in, using every color (especially process yellow), typeface, angle, overlap, silhouetting, shadow and trick. The startling difference created enormous curiosity,
3. Coverlines—lots and lots of them.
4. Emotionally irresistible (that’s the image’s appeal)
5. Efficient, fast, easy to scan (that’s showing off the service)
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