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Casey Hibbard

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This Case Study Trend is HUGE

It's true.

My eyesight isn't as good as it used to be.

But I must not be the only one who’s drawn to larger text.

Case studies, and most marketing content, are going BIG.

From the images to the text, everything has gone way up in pixels and font points.

I'm not a web usability expert, but I'm guessing this trend is because larger is more readable.

I did a random web search for case studies and nearly every site I saw had big, bold images and text.


Whether it's the customer success home page on a company's site...



Or the landing page for an individual case study...



Or the actual PDF of a case study...



…it's all super-sized.


NOT More Words

By larger, I don't mean case studies are longer than ever before. They're just bigger in every way. Each piece, whether text or graphics, has been enlarged.

Word count may be the same, but today's case studies are often spread across two pages instead of one, or four pages instead of two.

I think the expanding formats also reflect that most people consume content electronically. Keeping a case study at two pages isn't as important anymore since companies are not (usually) printing hundreds for handouts. People read and share them mostly online.

Check out some examples below. Click on each image to see the pages at their actual scale.


Big headlines:




Big photos:


Big body copy:




Big pull quotes:



Big graphics:





Big scrolling story teaser:




Organizations are also more creative in their presentation. They put thought into how they organize their stories on the main case studies page, how they present the teaser web summary and the way they lay out a single case study.

Apparently readers want us to go big.

Do you like the larger format? What are your favorite case study examples?


Read the original blog entry...

More Stories By Casey Hibbard

Casey Hibbard is the founder and president of Compelling Cases, Inc. and author of "Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset." She has helped dozens of companies create and manage nearly 500 customer case studies and success stories over the past decade. Casey is featured in numerous books, articles, and teleclasses. She consults with organizations one-on-one and conducts online customer-story classes.