5 Key Direct Mail Design Strategies and Elements
After your list, your direct mail design strategy is critical. Your images, layout, fonts and colors all contribute to whether your mail piece will be read or thrown away. Obviously we want our mail pieces read and acted upon, so how do we best design our direct mail pieces to accomplish that?
5 Key Design Elements
- Images — These are extremely important. Images that are emotionally compelling work really well. Facial images stand out and our eyes are naturally drawn to them, so use faces if possible. You can also use images that are iconic and easily recognizable; our eyes and attentions are drawn to familiar images. You need to make sure that you are using images that are consistent with your brand and your message.
- Fonts — These are commonly overlooked in direct mail marketing. Not all fonts are the same. When you use interesting or unique fonts, you draw people in. Be careful about using too many different fonts. Your mail piece can look cluttered with too many fonts. The same goes for font sizes, try not to use more than three sizes throughout your mail piece.
- Layout — The layout of your mail piece is crucial to response rates. You need to make sure you include white space so that the layout is not cluttered and overwhelming. Images and concise copy need to flow together in sync with each other. Depending on the type of mail piece you may need more than one image, so make sure they work together and do not clash. Do not place wording over the top of images, it will be ignored.
- Copy — Keep in mind that people find it easier to read copy that starts on the outer left edge and reads into the center. They pay less attention to copy that starts in the center and reads to the right edge. Make sure you are concise and use common language without acronyms. You want to make it easy to understand quickly.
- Color — Colors evoke emotional responses on a subconscious level. Choosing the right colors on your mail piece can make a difference. If you are not sure what colors are right for you, there are many color guides online you can check out.
All five of these elements must work together to create an irresistible mail piece. Your message and call to action are also important so make sure you plan those out thoroughly, too. Your design is there to stand out in the mail box and compel your prospects and customers to read your message and respond. Once you have a design in place, it is a good idea to show it to a few customers to get feedback before your roll it out. You want to make sure that it is compelling to them. If not, you will need to fix areas that they identify as issues.
Direct mail design can seem daunting, but if you take it a step at a time, you will have a well-designed piece before you know it. Keep in mind when you are choosing your mail piece format that you need to allow enough room for your images and messaging. This may mean that a small postcard is not going to work. The last thing to remember before you print is to make sure you are meeting postal requirements. You do not want to have to pay extra postage because your design did not meet regulations. If you are not sure, send a PDF file to your mail service provider to review. They can let you know of any issues before you print. Are you ready to get started?
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.