Why You Want Your Design Layout to Look Like CRAP!
Ok you have marketing copy that sells. Before you send out your direct marketing mailer you need to consider the design layout. Is it CRAP?
Isn’t crappy design bad? Not this kind of C.R.A.P. You want your design layout to be easy to read and attractive so your prospects will read your message and not skip over it.
There are four basic elements to good graphic design. Here is the kind of C.R.A.P. you need in your direct marketing design:
Elements that aren’t the same need stand out as different. Avoid making them “slightly different” since this confuses the prospect into seeing a relationship that doesn’t exist. Aim for strong contrast between page elements so the reader’s eye moves from one element to another down the page so the page is visually stimulating and encourages the prospect to get involved in your sales copy.
Repetition for emphasis also applies to design. Repeat styles down the page for a consistent feel. Using the same color scheme or type faces throughout the layout would be an example of repetition in your design.
On the page there’s a place for everything and everything in its place. Everything on the page needs to be visually connected to something else, nothing should be out of place or distinct from all other design elements. You don’t want free standing elements that puzzle the prospect. You want her to take action about your message not critique your design layout.
Proximity creates related meaning. Remember the song “We are Family”? Elements that are related should be grouped together like a family. For example you can use special alignment of elements or overlapping to move the eye from one area to the next. Separate design elements should have clear visual divisions to show they are different. You don‘t want a jumbled mess that will cause the reader to skip over your message without reading it. Some empty space is ok if it keeps everything clear and easy to read.
Incorporating CRAP into your design will make your marketing copy visually appealing so prospects will take the time to read it.