One of the probable reasons why you want to get into postcard marketing is because you heard that it is effective and that it is a good way to increase your sales. While this is true and proven, this also means that there are a lot who are using or would like to use this strategy. So the question is, how do you increase your postcard’s chance of standing out from among the other postcards that people get from their mail daily? The answer lies on your postcard design.
There are certain elements that you need to consider in order to create effective postcard designs.
1. Color
The colors of your design are most likely to come from two dominant contents which are the texts and images. Both are equally important so it is crucial that the text does not blend into the background image.
If you have an image that has a lot of objects or details, make sure that the text does not get lost amidst it. Play with contrasting colors rather that monochromatic ones or nearly uniform shades. For instance, if your images is predominantly white, choosing light yellow for the text will make the letters ‘disappear’ when set against the image.
Opt for contrasting colors that go well together. Some colors, although contrasting, do not look good when paired. Experiment and countercheck by getting someone else’s opinion.
2. Layout and content balance
Keep the layout simple and built for easy scanning and reading. Postcards usually provide an area of 4” x 6” so you work on a pretty small space. The challenge is to optimize this space. By optimizing, it does not mean that you cramp the postcard with as much elements as you can. You need to make the most out of it without going overboard. The more crowded it looks, the less likely that readers will pay attention to your postcards.
As for the contents, you need to put balance between the details and the blank space. An empty space is not a negative trait as long as the occupied space is properly utilized. This blank area can actually provide a ‘breather’ for the eyes and the brain when scanning the design.
In addition to this, create a sense of equilibrium among the objects in your postcard designs. It does not have to be symmetrical, just that there are enough items both from the images and texts to not make the design uneven or the postcard seemingly bare.
3. Typeface
When it comes typefaces, it is said that using serif, like Times New Roman, increases reader comprehension than sans serif typefaces such as Arial.
Serifs pertain to the letters with small protrusions at the ends of the letter strokes, while sans serif typefaces do not have these marks, hence the word sans.
4. Copy
The copy, or the text, should be kept minimal. Adding plenty of words would automatically lessen its appeal. Keep in mind that postcards are meant for light reading.
If you have more than a few information to insert, place them in bulleted or numbered form. Make the contents look short. Paragraphs should be avoided.
You may consult a graphic designer or get free templates from printing companies so you would not have to use up most of your time for postcard designs.
Remember never to scrimp on your postcard design. Before you can get to increased sales, you need to increase the readership first.
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