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January 9, 2011

Designing For Response

by fnbrinc

A well-designed direct mail advertising piece:Graphic Design

  • Attracts the attention of the recipient.
  • Presents the content in a simple, organized manner.
  • Emphasizes an offer and call to action. 
  • Makes it easy to respond.

Here are some key principles to keep in mind:

Focal Point
When you look at a well-designed piece, there’s usually one dominant feature that catches your eye. It could be a headline or a picture, but not both. Something has to dominate. When you try to emphasize everything, you emphasize nothing.

You may have access to hundreds of typefaces, but that doesn’t mean you should use them all in one piece. It’s usually best to stick with one or two typefaces per piece.

White space
Don’t cram every inch of space with copy or pictures. Keep your design uncluttered so your message doesn’t get lost.

Easy-to-read text
Pay special attention to the look of your text blocks. If the type is too small or condensed, if the paragraphs are too long, it becomes too much work to read and people won’t.

Relevant illustrations
Use illustrations that help reinforce your message. The right graphic or photo can boost the impact and power of your copy.

Consider your audience
Think about what look will resonate with your target audience (vibrant, calm, etc.). An ad inviting college students to a trendy clothing store should look vastly different than one inviting senior citizens to a financial planning seminar.

Continue the Conversation
If you’d like help with graphic design, call FNBR Inc. at 888-988-8148 or send us an email at

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