Of all the elements of design, color is probably the most challenging to understand.
Color originates from a light source that is viewed directly or seen as reflected light. While colors can be displayed in spectrums, prisms, or contrasts, the power of colors is not only in their arrangement, but in the way we perceive them.
Unfortunately, not everyone can see all the beautiful colors the world has to offer.
In fact, color blindness “affects approximately 1 in 12 men (8%) and 1 in 200 women in the world.”
The most common form is red/green color blindness.
Although designing for the color blind may not be a universal requirement, it’s certainly something different to consider in your design process for print collateral.
Types to Consider
Just like that excitement you feel when receiving handwritten notes or letters of encouragement, a well-timed postcard can be a great way to surprise your customers, while offering tips, coupons, or discounts to encourage their next purchase.
In addition to timing, adding an unexpected element to your postcard can make it stand out from the rest.
With any kind of direct mail campaign, it is always a visual competition for attention.
Spend the time to make sure your graphics and overall design is strong.
You want to create a power-packed, professional, attention-grabbing design that makes your readers want to take it to the next level and actually read the copy.
Without that, your postcard just won’t do its job.
The right color can give the impact you need to excite and lure in your customers.
Pictures alone will help ensure your customers notice your mailing, but when those photos are in color, your postcard will become a welcome site in the sea of ordinary mail.
Tie your headlines and copy in with the color as well and make sure to add hierarchy to the design to capture their attention.
Remember to choose an appropriate font for the postcard as well.
Be sure it is clean typeface that is easy to read to keep the reader’s interest.
Now that you’ve grabbed their attention with color, you want to wow them with words.
Be clever. Be creative. Be strange. Be anything but ordinary.
Never be afraid to add some humor to your piece.
Remember, you’re trying to capture their attention and encourage them to read on.
And be clear about what information you want them to take from your postcard.
Whether you want to provide a discount, advertise a new product, announce a new team member, or give some helpful tips, keep your message simple.
Once you get the hang of designing and mailing postcards, create a schedule to stay consistent.
Ultimately, your goal is to develop a top-of-mind awareness, which is what your postcards can be.
You want your readers to always think of you first when your industry is mentioned.
Postcards give you a better chance of standing out in the crowd.
You won’t be competing for attention in a newspaper filled with other text and graphics or against noisy beeps and alarms going off on their electronics.
If your information is powerful enough, who knows, it may end up taped to someone’s refrigerator, also known as the ultimate point of attention in the home.
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