Direct Mail Design Tips
Direct mail has been around for years, and is a mainstream method of getting the word out about a local business, a service, or an event. Direct mail is all about branding, getting someone’s attention, and holding it long enough to deliver your message. Most agencies specialize in direct mail marketing, and they have experts that write copy and headlines that are optimized to get the most attention. However, if you’re a freelancer, you don’t have these experts at your disposal. Fear not, the following tips will help you to create more effective direct mail campaigns.
Use Color
Color is one of the most effective tools in your arsenal. A bright, well balanced design is going to get more attention than a plain document. utilize color in a way that stands out. Effects work well, but only if they’re concept driven.
Try Unconventional Formats
Everyone expects the traditionally sized postcard or 4.25” x 11” card. However, try a smaller format, or a larger one that dwarfs other mailed items. Any way that you can get noticed is a feather in your cap. You have 2 seconds or less to make an impression, so be sure to make good use of all of that real estate.
Make Good Type Choices
The most important part of your design is the type. It absolutely has to be readable. if your message gets lots in a bad font choice, then your efforts are wasted. Stick to bold headlines that stand out and body text that maximizes readability. Avoid script fonts and things that are hard to read.
Break Up Long Text
This is where your keen design skills come into play. You’re biggest task will be organizing and breaking up the information so that it is easy to digest. Avoid long paragraphs that involve viewers having to sit down and commit to reading it. Your message should be short and to the point.
Use Emphasis Wherever You Can
Emphasize key words and make them stand out. Words like free, discount, save, and prize should have extra emphasis. These words typically cause people to inquire more into the mailer and actually take the time to read the details. Everyone loves free stuff and prizes. Door prizes are a great way to promote an event. People will show up just for the chance to win, but may end up making a purchase because they just happen to be there.
Quality
Use quality graphics and images. Avoid cheap looking cartoons. If you use an illustration, make sure it has a purpose, it’s friendly, and that it is high quality. Also, photos should be the highest quality, without graininess or artifacts.
Unique and Specialty Finishes
Use a textured or specialty finish. A rough finish, a super-slick finish, a varnish, or a metallic finish can really make a direct mailer stand out. use super-thick card stock or a die cut to increase curiosity. However, keep in mind that all of these will greatly increase the costs. you may not have the budget for these items.
If you follow these simple tips, your direct mail campaign will be more successful. You have to optimize your work and your design style for the application. Some things that work in one area or on the web, may not work via mail. Remember, keep it simple, to the point, and do what you can to make it stand out.