Graphic Design

Are Recipients Getting the Message?

How often have you seen a slick direct mail piece—well written, with great graphics and a compelling call to action—but wondered, “What does this company want me to take action on?” Sometimes the simplest components of great marketing pieces are overlooked. One of these can be the actual goal of the piece.
Take a recent marketing effort from a well-known university. It was mailed to upscale professionals within a targeted geographic area. The headline read, “The Power of Discovery Starts Here.” The graphic was a rolling ball maze with the university’s logo in the center. Inside were more printed brain games. […]

By |August 24th, 2018|Graphic Design, Mailing, Marketing, Uncategorized|0 Comments

Paper 101: What Different Terms Actually Mean

When asked about the details of the paper stock you are choosing for a print project, do your eyes glaze over? Do terms like basis weight, points, and color cast sound like Greek to you? If so, here is a quick list of basic terms to help you better understand the process.
Basis weight:
is the weight in pounds of a ream (500 sheets) of a paper at its basic size, or the size of the uncut sheet supplied to the printer. For example, the basic size of book paper is 25 x 38 inches, so a ream weighing 70 pounds would […]

Tapping Your Envelope’s Most Powerful Real Estate

What is the most important real estate on your mailing envelope? It is the upper left-hand corner, the location of the return address. It is here that your prospect will often decide to open your envelope… or not.

Here are three reasons this space helps recipients decide to open your envelope:

Existing customer relationship: If the mailer is from a company the recipient already does business with, studies show that they will often open the envelope simply because of that relationship. Even if they do not have an immediate need for the product or service, they will often open it because […]

By |June 14th, 2018|Digital, Graphic Design, Marketing, Printing|0 Comments

5 Considerations for Creating Standout Direct Mail Pieces

When we think about great direct mail results, we tend to think about the list, the message, and the call to action. However, things like the size, shape, and texture of the piece play a key role, too. Let’s look at five considerations for creating standout mail pieces.

Trim size. If you want the lowest possible postage cost, go with a standard 3.5 x 5” postcard. Choosing a nonstandard size will cost more in postage, but it will make your postcard stand out. “Why is that one different?” the recipient wants to know. It might even be the first piece […]

By |March 9th, 2018|Graphic Design, Mailing, Marketing|0 Comments

Want More Reasons to Add Color? Here It Is!

When we think about adding color to marketing pieces, we often think about photos, charts, and graphs. But color can be added in many other ways, as well. These include highlight text, brightly colored banners, borders, and backgrounds, and symbols such as starbursts and arrows.

Why think about more places to add color? According to Shoshana Burger, director of corporate strategy and customer insights for X-Rite Pantone, there are some powerful reasons:

People are 78% more likely to remember words and phrases in color.
Time spent reading a document is 80% higher in color.
Basic understanding of content is 80% higher […]

By |February 21st, 2018|Graphic Design, Marketing, Resources, Uncategorized|0 Comments

3 Areas Where Direct Mail Beats Email

Don’t get us wrong—we love email. Like every marketing channel, email has an important place in the marketing mix. But with the pressure that marketers often experience to go all digital, it’s important to remind ourselves of some of the unique benefits offered by direct mail.

Direct mail doesn’t require an opt-in.

Before you can send a marketing email, you need to get the recipient’s permission. If people don’t want to receive your emails, they can block them. If they have opted in and later change their minds, they can simply opt back out. Direct mail doesn’t have these […]

By |February 8th, 2018|Graphic Design, Mailing, Printing|0 Comments

Stretching the Budget with Smart Paper Choices

One of the biggest expenses in any direct mail campaign is paper, so planning wisely can help you stretch the dollars in your marketing budget. Here are some simple ideas for specing paper that can reap huge dividends in both creativity and cost.

When we think about paper, the first thing that often comes to mind is aesthetics: brightness, texture, and decorative elements. Watermarked linens convey gravitas. Less bright stocks with imperfections reflect environmental responsibility. Super bright whites and smooth textures convey a professional image.

Designers use these characteristics to elicit an emotional reaction from their audiences. However, many of these stocks […]

By |January 9th, 2018|Finishing, Graphic Design, Mailing, Printing, Uncategorized|0 Comments

Make Your Direct Mail Stand Out

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 […]

By |November 17th, 2015|Digital, Graphic Design, Mailing, Uncategorized|0 Comments

Print Bests Digital for Driving Purchases

Want proof that print drives sales? Just ask the researchers at Temple University, who found that print has more impact than digital when it comes to increasing reader engagement, recall, and ultimately, purchases.

The study was sponsored by the Postal Service Inspector General’s office (OIG) in conjunction with Temple’s Center for Neural Decision Making. The study found that print ads are more effective than online ads in five of nine categories and equal in two of them.

Researchers found that, while digital ads grab attention more quickly, readers lose interest in them more quickly, too. Print holds attention longer, which translates into […]

By |August 21st, 2015|Graphic Design, Mailing, Marketing, Printing|0 Comments

Want to Personalize? Don’t Do This

When marketers talk about producing “personalized printing” or 1:1 printing, they are talking about printing that communicates with a customer in a way that static direct mail cannot. By definition, this approach is based on knowing something about each customer, even if it’s just name and address.

When done correctly, however, 1:1 printing is more than just “personalizing” a document. After all, you can personalize something well or you can personalize it badly.

There is an industry pundit who is fond of telling the story of receiving a personalized marketing pitch from a hotel in Las Vegas. The mailer was fully personalized […]

By |August 21st, 2015|Graphic Design, Mailing, Marketing|0 Comments