The relationship of direct mail and desktop publishing was a perfect match. Direct mail is a combination of words, pictures or illustrations and ideas. Desktop publishing merged all of these components together in one place for all to see. Direct marketing and desktop publishing were a marriage made in heaven.
We know that a great idea without compelling words rarely gets noticed. Great words without the ability to attract the consumer’s attention often turn great words into rubbish. An eye-catching image without applicable words and ideas does not live up to its billing.
Never neglect a good grabber
Each is important, but readers will overlook the best words and most important ideas unless something grabs their attention. Please welcome the “grabber,”
Probably near 99% of all design begins as a digital file, whether it winds up in print or not. When creating printed materials from digital files, the essence of the design, the “grabber,”
When the design hits the digital press
Designers must remember that the printed piece is a physical medium, meant to be hand held. The design in a printed piece won’t be viewed on a screen, it’s three-dimensional.
On the screen, the design is two-dimensional created by color and light. You must be aware where your audience will place their hands so as not to cover up any important information.
The way the piece feels in the hand of the receiver may also have an impact on your message. Your choice of the paper stock, coating, imprint or a die-cut can all affect how your final product feels. Thick stock can mean expensive or thin stock can feel flimsy, and not expensive.
Always try to look at your design as a whole. Stand back from your design and look at it as your reader will once it’s in their hands. Imagine the blocks of text, the headlines, and various color blocks and photos as a design element. Compare them in circles, squares and rectangles. See what stands out and what does not.
Say for example, you feel your design does not have enough color. You can use ink as a substitute for color paper stock. Remember, when you use ink in place of a color paper stock, the color will be only noticed on the surface. Whatever the color of the paper stock underneath will show through whenever the final product has been cut. The color of the ink is also affected with the color selection of the paper stock.
If in doubt, follow the eye
The eye moves from dark to light, large to small, and bright to drab. The eye notices things out of place. Unusual sizes, colors, or shapes can cause a reader’s eye to pause.
When you have five puppies in a row, all the same size and color, facing the same direction, except one, what do you see? Correct! You see the puppy that faces the wrong way.
The best way to avoid potential printing errors is to work with a printer who cares – us. Touch base with us while your design is still in the thought process. We can provide you with some great information on different digital printing techniques as well as other suggestions to make your print design dazzle and “grab” your customer’s attention.
MVS Mailers, Inc.
31 Crossways East
Bohemia, NY 11716