The Second Most Important Thing About Designing a Postcard

I am constantly asked that if I had to give just one piece of advice in designing a postcard what would it be? I always answer: KEEP IT SIMPLE! Good designers are like a sculptor who know that they are not done until there is nothing left to take away. The same applies in postcard design, I even wrote an article called "Picture Perfect Postcard" that addresses the fact that less is more. But I always add that while keeping it simple with a clear message is the most important thing, there is a second piece of advice that I give designers.

When you go to your mailbox to check the mail, you and hundreds of millions of other Americans all do the same thing; you look to see who sent the letter (hoping it is not a Bill!) and check to see who the letter is addressed to. You can't help it, it is instinctual. And it always amazes me that graphic designers do not take advantage of this part of human nature.

When you have distilled down your message and/or call to action to a clear and concise phrase of 3 or 4 words, put that message in a place that people are going to look. If you were advertising on a billboard you wouldn't put your key message in small lettering at the bottom of the sign. In the same way, don't hide the core message of what you want your potential customers to see on the front (the non-address side of the card) of the postcard. Instead, in a large BOLD font put your message as close to the address area that you can. Perhaps put it on an offset angle. Take advantage of the fact that people will automatically look there to see who the letter was addressed to - so give them something else to look at. Designers think that the most important side of the card is the front, when in actuality it is the address side of the card that gets the most attention from the addressee.

Help your customers to see what you paid for them to see. Work with them to get noticed.

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