Who wouldn't want a doorway that looked like this? Last night I had a quaint dream. Don't stop reading - I know the rule is to never tell other people about your dreams because it's so BORING, but the whole point of this post is about when it makes sense to break the rules. In the dream I was helping out a company whose sole product was doorways designed in the style of the old Foyles building in Charing Cross Road (don't ask). They were worried about their advertising, which consisted of half page magazine adverts that were totally full of text apart from a backdrop of a Caribbean beach. Now, one rule of advertising is Don't use too many words . People switch off. Get your message across with images and a few snappy words. (You can have small, secondary text to give follow-on information, but the main message should be short and big.) If you look at adverts on Tube stations these days, for instance, that's generally the case. But when I regularly caught...