The role of graphic design in print mailings
While mail is often an effective way to reach consumers directly, as it can be targeted and delivered according to customers' personal wishes, there are a number of less obvious factors that go into making a great direct mail piece.
For one, graphic design can often be the most influential factor in attracting consumers' attention. While content, deals and product offerings are substantive components, they nonetheless follow design in initial reaction.
Accordingly, businesses and marketers employing web-to-print services for their mail campaigns should understand some of the basics of design, even if they're not involved in the design process directly.
For example, color schemes are an important psychological consideration that may be instrumental in turning heads. Similarly, contrasting colors and shapes are also influential design elements.
"In design, big and small elements, black and white text, squares and circles, can all create contrast," writes Jacci Howard Bear for About.com. "Contrast helps different design elements stand out."
Despite the importance of contrast, color schemes and other factors such as repetition, design should aim to be simple in nature.