Everyone, (no matter who you are) gets direct mail, or “variable data” sent to them at least once a month or so. Direct mail is defined as “advertising sent directly to prospective customers via the mail”. I don’t know about you, but a lot of the time, when I get direct mail I slightly look it over and then toss it in the trash. Now that I have completed a direct mailing assignment for my digital file preparation class, immediate tossing of the direct mail will no longer be something I do.
We were given the task to complete a direct mailing piece that was 5x8”, and could be directed to at least two separate audiences. My original idea was to target residents and businesses that might be moving, advertising a moving company. I then decided to change my idea to, Night-N-Day Casino. My target audience was male and female, and my call to action was drink specials that advertised for nights that the casino was usually slow.
In my variable data I used elements such as a duotone on both of my male and female projects, as well as on the front and the back. I also utilized the COB (cut out background) lesson and completed that on all of my images as well. Finally, I used a hard drop shadow on my logo design, and a screen tint as well.
I wanted my design to be flashy enough to catch the eye of the recipient, (so to not get immediately tossed in the trash) but also be clean and simple. Something as small as a 5x8” card can fill up fast with cluttered text and images, my goal was to design a more simple and to the point piece of variable data that could appeal to men and women.
Whether you realize it or not, every time you communicate with your audience, whether it be a direct sales letter or an ad, you are creating an emotional character for your audience. Whether your audience is interested in what you have to say largely depends on the reputation of this character.
ReplyDeleteDirect Mailing Services