The design of your mail piece has two jobs to do. One, it
has to get attention for your primary offer. Two, it has to
help the reader absorb the information that's presented. Many
of the desktop publishing computer programs come with
templates to help. In fact, this software has created a
generation of artists schooled in graphic design. Local
printers usually know artists. The local telephone directory
may have some listed. Also consider recruiting a design
student from your local high school or college - they may be
willing to help and may be reasonably priced. That said, you
should still know what every well-designed mail piece has in
common:
1. One thing dominates the page
When you look at a well-designed page, there is usually one
dominant feature to catch your eye. It could be the headline
or the picture, but not both. Something has to dominate. And
while it might be tempting to throw in a little starburst that
says “One Week Only,” be careful how you use it. When you
emphasize everything, you emphasize nothing.
2. Minimize typeface variety
Your computer may come with 327 fonts, but that doesn’t mean
you have to use every one of them. The best designers stick
with one, maybe two per piece - plus the logo. A good rule of
thumb is to use large, bold type for headlines and, if
they’re particularly good, prices. Use a smaller,
easy-to-read typeface for text.
3. White space
Don’t feel compelled to fill every inch of space with copy
or pictures. A dense blob of type and pictures can look
unattractive and turn readers away. An open and airy design is
inviting and friendly.
4. Easy-to-read text
Equally important as the overall design of the page is the
design of specific text blocks. If the type is too small or
condensed, if the columns are too wide, if the paragraphs are
too long, it becomes too much work to read and people won’t.
Keep this in mind when creating letters, too. Break up the
page by interspersing short paragraphs with long, indenting
paragraphs, using bullet points or bold subheads.
5. Use relevant illustrations
The purpose of the illustration is to help draw attention to
or dramatize your message. That’s not to say that a plumber
has to show faucets in his mail or that a dentist has to show
teeth. That plumber could, for instance, show Niagara Falls.
6. Clear, visible logo and call-to-action
You got the readers’ attention and guided them through
enough information. You aroused their interest and desire. Now
you have to let your readers know whom to buy it from and how.
Don’t confuse a clear, visible call-to-action with a big,
oversized name, address and phone number. Just make sure a
reader can see these elements without having to look for them.
Make it easy on the eye, but hard to ignore. The design of
your mail piece has two jobs to do. One, it has to get
attention for your primary offer. Two, it has to help the
reader absorb the information that’s presented.
