Operating revenue of $68.5 billion. 700,000 career employees. Serves 7 million customers daily. Fleet of 213,585 vehicles. That is just the tip of the iceberg for the US Postal Service.
So I was standing in line, of course, for 45 minutes at my local post office, waiting to pick up a package. We got one of those slips in our mailbox that said the mail carrier tried delivering a box, but we weren’t home, so we have to pick it up at the office. Fine, except we were home all day which means one of us is lying and this happens every freakin’ time and no I won’t quiet down and yes I do want to speak with the manager again and huh? oh, sorry, right, Speak Up. Anyway, I’m standing in line, listening to my iPod and I glance over to the shelf where they sell two feet of bubble wrap for $3.95 and I see this gem: “The 6 features of graphic design that sell.” Say wuh? Yeah, you read correctly. The USPS is teaching Graphic Design.
Here are “The 6 features of graphic design that sell”
The design of your mail piece has two jobs to do. One, it has to get attention for your primary offer. Two, it has to help the reader absorb the information that’s presented. Many of the desktop publishing computer programs come with templates to help. In fact, this software has created a generation of artists schooled in graphic design. Local printers usually know artists. The local telephone directory may have some listed. Also consider recruiting a design student from your local high school or college - they may be willing to help and may be reasonably priced. That said, you should still know what every well-designed mail piece has in common:
1. One thing dominates the page
When you look at a well-designed page, there is usually one dominant feature to catch your eye. It could be the headline or the picture, but not both. Something has to dominate. And while it might be tempting to throw in a little starburst that says “One Week Only,” be careful how you use it. When you emphasize everything, you emphasize nothing.
2. Minimize typeface variety
Your computer may come with 327 fonts, but that doesn’t mean you have to use every one of them. The best designers stick with one, maybe two per piece - plus the logo. A good rule of thumb is to use large, bold type for headlines and, if they’re particularly good, prices. Use a smaller, easy-to-read typeface for text.
3. White space
Don’t feel compelled to fill every inch of space with copy or pictures. A dense blob of type and pictures can look unattractive and turn readers away. An open and airy design is inviting and friendly.
4. Easy-to-read text
Equally important as the overall design of the page is the design of specific text blocks. If the type is too small or condensed, if the columns are too wide, if the paragraphs are too long, it becomes too much work to read and people won’t. Keep this in mind when creating letters, too. Break up the page by interspersing short paragraphs with long, indenting paragraphs, using bullet points or bold subheads.
5. Use relevant illustrations
The purpose of the illustration is to help draw attention to or dramatize your message. That’s not to say that a plumber has to show faucets in his mail or that a dentist has to show teeth. That plumber could, for instance, show Niagara Falls.
6. Clear, visible logo and call-to-action
You got the readers’ attention and guided them through enough information. You aroused their interest and desire. Now you have to let your readers know whom to buy it from and how. Don’t confuse a clear, visible call-to-action with a big, oversized name, address and phone number. Just make sure a reader can see these elements without having to look for them. Make it easy on the eye, but hard to ignore. The design of your mail piece has two jobs to do. One, it has to get attention for your primary offer. Two, it has to help the reader absorb the information that’s presented.
Copyright � 1999-2004 USPS
Huh. That's easy. ;o)
On Aug.09.2004 at 10:01 AM