Wednesday, February 18, 2015


I have a little trade secret to share with you. Whenever I need to communicate my ideas on a printed medium, I use a single sheet of A4 page, and only on one side.

The most frequently used paper size is A4 measuring 210 by 297 millimetres.

The significant advantage of A system is its scaling: Folded brochures of any size can be made by using sheets of the next larger size, e.g. A4 sheets are folded to make A5 brochures.

But there is something else in A4.

A4 is a meme, it simply evolved with modern human.

In addition to scaling advantages I think A4 evolved to be the most frequently used paper size, because a single sheet of it is the most efficient medium to convey ideas.

Not too big, not too small, elegantly scaled.

Next time you have an idea, try fitting it into an A4 sheet, and I guarantee you it will be read by majority of people.

Exceed an A4 page by one line, or use a different paper size, you will have less people reading it.

I call it Natural Selection.

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