Size Matters!!!

Why Size Matters: Three Powerful Examples

We often hear the phrase, “It’s not the size that matters, but how you use it.” Well, I’m here to challenge that notion! From printed materials to visuals and even organizations, size plays a crucial role in impact, engagement, and perception. Here are three real-world examples that proved to me why size absolutely matters.

1. The Power of Print: A5 vs. A4

Through my work, I learned that the size of printed material directly influences how people interact with it. A prime example was a handbook I created to guide an organization through a new change methodology. Initially, I designed it as a standard A4-sized binder, just like most other documents in the company. But here’s the problem—it wasn’t being used. It blended into the background, rarely seen on desks, and hardly referenced.

So, I experimented. I reprinted it in A5 size, a more compact and convenient format, and placed it in smaller binders. The result? Engagement skyrocketed. Suddenly, the handbook was everywhere, actively used, and perceived as more professional and valuable. Same content, different size—huge difference in impact!

2. The Art of Scale: Why Bigger is Bolder

Not long ago, I visited a gallery and was captivated by an incredible black-and-white photograph of charging bison by David Yarrow. The original was a massive 36 x 78 inches, and it was breathtaking—commanding attention and evoking raw power.

I considered buying a smaller version for my home, but here’s what I quickly realized: The magic of that image relied on its scale. At a smaller size, it became just another photograph. The sense of movement, the intensity, the drama—it all faded. In this case, bigger wasn’t just better, it was essential to the impact of the piece.

3. The Growth of Organizations: From Family to Nation

Size doesn’t just affect things we print or display—it shapes how businesses function and evolve. I came across an insightful talk by Daniel Priestly, who broke down organizational growth into three key stages:

• Family (Under 20 people): Small businesses at this stage operate like a tight-knit family. Everyone knows each other, roles are flexible, and people often wear multiple hats. There’s minimal structure, and agility is key.
• Tribe (20-200 people): As a company grows, it starts behaving like a tribe. Departments and specializations emerge, but there’s still a lot of flexibility, and formal hierarchies remain minimal.
• Nation (200+ people): Once an organization reaches this size, it functions like a nation—with structured departments, clear roles, formal career paths, and defined boundaries. It’s no longer just about flexibility; it’s about maintaining stability and scalability.

The transition between these stages isn’t just about headcount—it’s about how size shapes behavior, structure, and culture.

Final Thoughts: Size Always Matters

Whether it’s a handbook that gets noticed, an artwork that leaves an impression, or a business that scales successfully, size always plays a crucial role. It can determine visibility, perception, impact, and effectiveness.

So next time you’re designing something, scaling a business, or making a creative decision, ask yourself: What size will make the biggest difference? Because when it comes to influence and engagement, size matters more than you think!