Use Color and Typography to Boost Response to Your Campaign
And even if they push their way through reading it, their comprehension of your message will be tainted unless you've used color effectively in your communication, and in particular, in your typography.
Don't let a designer's enthusiasm for some "modern style," or just plain poor choices in color, lure you into producing marketing pieces and online efforts that challenge your reader and leave them uninterested. Take a good look at the work you're producing, and use this as a guide to self-critique. My guess is that there will be room for improvement and that improvement will pay off.
The above is an excerpt from "Design & Formats for Boosting Direct Mail Response," the third volume of The Response Rules from Direct Marketing IQ. Carol Worthington-Levy is an 8-time Echo-Award winning creative delivering breakthrough results for her clients in direct mail, email, catalog, space advertising and e-commerce, combining informed creative strategy with branding and response drivers. Reach her at firstname.lastname@example.org.