Sermon Central
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Good Design Helps Good Direct Mail Copy Sell. ...
Contributed by Sermon Central on Jan 10, 2006 (message contributor)
Good Design Helps good direct mail copy sell. Here are 7 tips from direct response pro Dean Rieck, President, Direct Creative, Columbus OH.
· Assist left-to-right eye movement with serif type.
· Avoid stopping readers when there is no benefit. Many common design tricks like widely spaced words interrupt the reader at the wrong time.
· Stick with the natural eye span by using columns and only 8-12 words per line.
· Break copy into logical thought units. For example break long headlines into 2 lines, but make the break at the most logical place.
· Use standard word configurations. Every word has a shape¾make it easy to recognize those shapes. For example, use caps for the beginning of sentences and important words, but don’t overdo elsewhere.
· Stick to common typefaces that are easy to read.
· Make it easy to read fast by with 9-12 point type for body copy¾larger for older or younger readers. It’s tough to beat black on white for contrast, avoid glossy paper that may glare, stay away from text over tints and pictures unless its high contrast. (DM News 12/11/00)
http://www.garydfoster.com
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