What is good design, exactly, when it comes to direct mail marketing?
The short answer is: the design that achieves the results you need.
And with that you’ll note good design is above all, results-oriented. The entire reason for good design is, not to make the world a prettier place, but to maximize the impact of the message.
The longer answer is more helpful perhaps, although no more precise: good design is using visual elements of form — space, lines, shapes, color and textures, along with function — a compelling message — that achieves an action or some goal for the marketer. Often, it’s about finding an appealing balance between form and function — that is, a pleasing presentation; but this is not always the case.
There’s no single design that is the perfect design. Further, a design that works for one type of message may not work for another.
And a design for one audience may not work for another.
When it comes to postcard magnet mailers (what we do at magnetbyMail) we’ve seen all types of designs for all types of messages and audiences.
The designs that work best seem to be the ones that:
get your attention, either through imagery, a few words, or both;
draw you in to explore and learn more details;
change your emotional state — make you angry, curious, intrigued, excited, etc.;
and lead you to a next step — to a website, a phone #, a donation, etc.
Personally, I like simple layouts. Grab the attention, give a message that’s succinct, and ask for action.
The design philosophy for this is “less is more.” The principle is that unessential elements are distractions. So if an element isn’t necessary to your core message, consider doing without it.
Where do you find good ideas for good design? I suggest starting on the Web.
Here you can find ideas to help promote your event, build your campaign and grow your organization. Find out the best ways to use custom imprinted postcard magnets mailers. Discover why Postcard Magnets are a powerful way to promote your message.
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