Features of Graphic Design That Really Sell
Your creative is an essential factor in the success of your direct mail campaign. It's how you present yourself to your customer. The design of your mail piece has two jobs to do. First, it has to draw attention to your primary offer. Second, it has to help the reader to absorb the information provided.
The following graphic design features can help you get these two jobs done.
Provide a focal point.
A well-designed page usually has one dominant feature that catches your eye. It could be a headline, a picture, a design element, but it must be one focal point. One thing has to dominate. When you emphasize too much, you emphasize nothing.
Use white space.
Don't make the mistake of filling every empty space with type or pictures. A page full of copy and pictures can intimidate the reader. An open and airy design invites the reader in.
Minimize typeface variety.
The best designers use only one or two fonts. Use large, bold type for the headline and a smaller, easy-to-read font for the text. Use bold type for a compelling offer or particular good prices.
Make your text easy to read.
Design text in specific, easy-to-read blocks. If the type covers a large area, if the font is too small or condensed, if the paragraphs are too long, the copy becomes too much work to read and people won't. For letters, break up the page by interspersing short paragraphs with long, indented paragraphs and use bullet points and bold subheads to keep the eye engaged.
Use relevant illustrations.
Illustrations, photos and graphic elements help draw attention to your message. Use illustrations that dramatize, support and help convey your message.
Make your logo and call-to-action clear and visible.
You got the reader's attention and guided them through your information. Your design and copy have aroused their interest. Now you have to show them how to buy. Provide a clear, visible call-to-action. It doesn't have to be a big, oversize name, address and phone number. Just make sure the reader can see these elements without having to look for them.
