So, for example, let’s say you were throwing a fundraiser and were designing a poster to try to get people to come back and volunteer. You’d are looking to use compassionate, encouraging language that appeals to people’s sense of philanthropy and imagery that represents coming in combination as a team. Using edgy or dark copy and pictures would feel completely off—and absolutely wouldn’t get people into the spirit of volunteering. You’d also are looking to make certain your message is apparent and concise. So, copy that reads “Volunteers needed on March 2, 2018 for a fundraiser supporting sufferers of XYZ” is usually going to be more useful than vague, blurry “we’re having an event” copy.