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• Visualize your audience, who they are, and how your product or service appeals to their needs.
• Give your layout a clean and simple design.
• Allow only one element (headline or visual) to dominate the page.
• If you have a logo, give it prominence so people know the message is from you.
• Limit yourself to one or two typestyles.
• Use large, bold type for headlines and smaller, easy-to-read type for text.
• Don’t fear open space—an airy design is more inviting.
• Use relevant images.
• Break up your message with bold statements or bullet points. These call attention to benefits or important information.
• Make sure the call-to-action is easy to locate and read.

The dos and don’ts of design

DO: 
Keep your layout clean and airy, stick to one or two typestyles, break up your message with bold statements, and give your offer prominence.

DON’T: 
Clutter up your layout with too many images, bury key points (especially your offer!), make it difficult to tell who it’s from, or overuse color.

Using photos
If you have something to sell, tell people why it’s great—and show them. A strategically positioned photo or illustration can work wonders for your mailpiece, and it’s a great way to show off your featured product or service.

Instead of showing a photo of your product or service, try using related images to create a mood for your mailing. A florist advertising Spring Specials could show a smiling couple to express the joy flowers bring—instead of just showing a bouquet of tulips.

Consider purchasing or borrowing a digital camera and taking your own photos to upload and place into your mailpiece design.