For the record, we didn’t use blurry type for blurry type’s sake. This poster started life as a full-page ad in the Wall Street Journal announcing the birth of the largest start-up company last year. (Its mommy is the information and research giant Dunn & Bradstreet.) When you open the newspaper, you see a big blur and the ad tells you to stand back and look at it from ten feet away. The word “insight” comes into focus as you walk away. The message and spatial tactics break down quite a bit when the ad becomes a big poster, but what the heck, the CEO wanted one and it looks good.