Getting the Copy Right

From a production standpoint, Kaufman says, the process takes place on three levels. At level one, "We gather, inspect, and massage the customer data, making sure they are clean." This works best with very structured information, as in pharmaceutical labeling. At level two, he says, "We add graphics, icons, and images." Level three includes the creation of tables, such as nutrition facts panels, an area where Dynamic Content enables the designer to flow, rather than to hand-enter the necessary information, eliminating the need for "nipping, tucking, tweaking," and other labor-intensive exercises.