How to price anything

This is the cover for the pricing episode, and the headline makes the broadest promise in the series. It is set as a question so the cover asks something rather than announcing a lecture, which is the difference between a viewer stopping and a viewer scrolling on.

Framelink Media staggered the two boxes rather than stacking them flush, so the eye moves down the line instead of reading a single block. The offset is small and does the work of a second colour without adding one.

The frame has him looking off camera with a mug in hand, which reads as thinking rather than presenting, and suits a subject nobody has a one-line answer to.

It is made to the same template as the rest of the run, so it sits in the grid as part of a series instead of as a one-off. A viewer who has seen two of these knows what the third one is before reading a word of it.