Is it always sexy? No. There is a lot to be said about crafting the structure that builds confidence in those that take in the everyday media we consume. We are unaware sometimes at the high confidence value placed on the execution of our daily assets. Forms, disclosures, bulleted lists, body copy - the grey space we live in to reach the high points of a brilliant headline or call-to-action. Bad line breaks, orphaned words, and obnoxious rivers in the copy are the dingy attributes of poor craft that can undermine the value of even the most highly touted of brands. The elevator version? Go ahead and show off, but communicate (even the boring stuff) clearly.