Make Your Direct Mail Stand Out

November 25, 2015

Every day, postcards, flyers, and other direct pieces and other printed material bombard us. How do you ensure that yours stands out in the crowd? Here are four highly effective methods for designing printed material.

1. Grab Their Eyes

People can’t read your message if they don’t see it. The first thing you must do is grab their attention. There are two complimentary techniques for doing this:

• Pick the perfect images. People are hard-wired to respond to images. Bright, vibrant, compelling imagery will hook your audience every time.
• Tweak the design to appeal to your specific audience. For example, if the audience is young and hip, give them a more edgy typeface that angles off the page. If they are more upscale and sophisticated, let white space and elegance be your guide.

2. Change the Shape

Interesting shapes stand out and make people want to touch your design. Shape the piece to convey your message or intrigue your audience. Shapes that follow the contours of an image or that contain different angles make your piece more appealing.

3. Add Texture

Choose paper that includes a texture, add an emboss or deboss to your design, or try a contrasting spot varnish. If the piece is on glossy paper, use a matte finish or vice versa. These tricks add both texture and visual appeal.

4. Fold It

An innovative panel or a fold that goes in the “wrong” direction adds mystery and interest to your piece. Try adding slotted folding panels or multiple folds to increase the uniqueness of your design.

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