- One feature dominates the page
There is usually one dominant feature that catches your eye
when you look at a well-designed page. It could be either
the headline
or the picture. Be careful when you have a little starburst,
such as “For One Week Only” because when you
emphasize everything, you are emphasizing nothing.
- Minimize
typeface variety
The best designers stick with one, maybe two typefaces
or fonts per piece, (including or not including the logo).
Use large,
bold type for headlines and prices. Use a smaller, easy-to-read
typeface for all other text.
- White space
Don’t fill every inch of space with copy or pictures.
A dense blob of copy or pictures can turn readers away and
looks
unattractive. An open and airy design will attract readers with
its inviting and friendly look.
- Easy-to-read text
The design of specific text blocks is as equally important
as the overall design. If it is too much work to read, then
people
won’t read it. For instance, don’t make the type
too small and condensed, the columns too wide, or the paragraphs
too long.
- Use relevant illustrations
The purpose is to help draw attention or dramatize your message.
Don’t use images that have anything to do with the message
you are trying to emphasize.
- Clear, visible logo, and call-to-action
You got the reader’s attention and gave them enough information.
You have their interest and desire. Now you have to let your
readers know whom to buy it from and how to buy it. Don’t
use a big over-sized name address, and phone number. Just make
sure the reader can see the information without having to look
for it.
- Choose a cost-effective format
For some, printers will recommend working with standard paper
sizes, such as 8 ½” x 11” paper size. This
size can be folded into thirds and inserted neatly into a standard
envelope. For others, a postcard may suit the situation better.
You can have a postcard designed and printed in a wide variety
of sizes depending on how much information you have, how bold
you want your message to be, and how much money you want to
spend. Check with us to make sure that the dimensions are correct
so you can qualify your piece for the lowest postage rates.
- Use
color sensibly
The least expensive mailer to print is one that uses black
ink on white paper. Highlighting the piece with one or two
extra
colors, is a bit more expensive, but will help your mailing
stand out. Incorporating full color photographs is the most
expensive, but is the worth cost if it helps sell the product.
- Paper
Types
Enamel papers without varnish work well with full color mail
pieces. If you use a satin paper with varnish, you may see
marking on the pieces when they return from being processed
through the mail stream.
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