When it comes to proposals, my experience is that most clients are looking for something brief and dense. “Tell me just enough to answer my questions and demonstrate your expertise; no more, no less.” This was never more true than nowadays when clients are receiving as many as 80 submittals (yes, true story) for a project instead of the usual four to twelve.
If you can say it in a sentence rather than a paragraph, an image rather than a wall of text, or a page of bullet points rather than fifty tabbed, bound pages worth of 10 point type, do it. Less is more.
aecsarah 