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Direct mail marketing is a great way for your business to reach new customers, target a specific demographic for leads, and test new advertising campaigns. Unlike most type of online marketing, the efficacy of your direct mail campaign is easy to quantify with mailing and response data.
You can test and re-test new ad designs regularly within your direct marketing campaign. If you start out with a good design, you’ll get faster results and a greater ROI right off the bat. Follow these five design tips to improve your mailing’s chances of success.
Every profession has its own set of rules and graphic design is no different. It is an ever-evolving field, however the basics remain the same. We have stressed the importance of following a few essential rules time and time again. New designers (specifically) cannot do without these and avoiding basic rules can lead to an untimely death of your career.
Many of the questions and concerns young designers share today are the same we had as graduating students looking to make our mark in the professional world, with only a résumé and portfolio of student projects to get our collective feet in the door. There’s nothing different in the design industry today that makes getting—and nailing—that initial interview or client pitch any easier.
Throughout the years, I’ve collected these questions and have tried answering many of them as an ongoing personal project. Here are 29 of my thoughts on how to approach and interact with our culture as a young designer, in no particular order.
The most prominent brands in the world are defined by their colours. Think of McDonald’s golden arches, the name Jet Blue, and UPS’ slogan, “What can Brown do for you?” These companies, and many others, strategically use colours in their logo, website, and product to appeal to customers. It’s important to think about how you utilize colours and what the colours you choose say about your business.
Research has found that different colours provoke very different reactions in people. Integrating your brand colours in your logo, landing pages, product, and more will help you achieve the highest impact. We put the rainbow under a microscope to find out how each colour can help you connect with your consumers. Check out the infographic below!
There's a reason why we're not all graphic designers – "nice fonts" can be subjective, however, there are a lot of basics that we all can – and should – know. For any designer, setting type is a common and very important task. While honouring the text we're setting, we need to also determine its legibility and readability. In doing so, we provide the text with a range of qualities encouraging and empowering a reader to either skim quickly to a specific snippet of information or comfortably digest larger sections of the text.
While there aren't any hard rules for selecting fonts, here are a few guidelines that may help you on your way.
1. Follow the rule of 3
The only quantitative rule for design is the “Rule of 3”. When you start tweaking the fonts of your document, be sure to apply no more than three typefaces per design (or page). That’s not to say that you can’t use multiple styles within a font family (i.e. Helvetica Bold for headlines and Helvetica Light for photo credits), just be mindful of not mixing too many typefaces and styles – fight the temptation to blend Impact, Courier and Trebuchet in the same document. While there might be a few exceptions to this rule, it’s a good sanity check, to ensure that you don’t go overboard and over-complicate your design. And as a good rule of thumb, you should probably just avoid Papyrus and Comic Sans. Always. Just take our word for it.