Proven Principles of Direct Mail Design

 

How do you create good design for COMMUNICATING? Colin Wheildon (Type & Layout: Are you communicating or just making pretty shapes) conducted studies that had people read material presented in different typefaces, layouts, and colors. Then he tested the subjects to determine their understanding of what they read. His book reports his statistically significant results from his 9 years of research.

Whereas most designers have opinions or preferences as to what works and what doesn't, Colin Wheildon's studies make all those opinions obsolete by presenting the actual FACTS.

Some of Wheildon's conclusions:

1.  Serif Type Makes a Huge Difference in Direct Mail Comprehension

A serif typeface like Times New Roman -- long used in newspapers and books -- is more than 5 times easier for average readers to comprehend than a sans-serif typeface like Helvetica or Arial.

2.   Reverse Type Should Be Used Sparingly -- If At All -- in Direct Mail

Reverse type -- white type on a dark background -- makes "good comprehension" fall to zero! "Poor comprehension" rose to 88%.

3.  Black, Non-Bold Text is Easier to Read and Comprehend in Direct Mail

Colored or bold text is harder to read -- and slower to comprehend -- than black.

4.  Italics Type Works in Direct Mail

Italics can be used for emphasis -- including entire paragraphs -- as it doesn't significantly affect comprehension.

5.  Ragged Right Text isn't as Readable as Fully Justified Text

Fully justified text shows the best comprehension levels, even over ragged right text.

6.  Avoid All Caps Headlines

All caps headlines reduce comprehension significantly.

7.  Use Vibrant Colors for Elements Other than Headlines

Vibrant color in headlines actually reduces readability and comprehension of the text that follows it! The darker the color of the headline, the greater the comprehension of the text following it. (Conclusion: when using spot color in a headline, choose darker colors.)

8.  10% Screen Behind Black Text is Strongest for Direct Mail

Black body text printed on a light tint -- a 10% screen -- is seen as the most attractive combination of text color and background. In fact, a 10% screen can act as an "eye magnet", while retaining good reader comprehension. (The exception: using a screen of the type color, which doesn't afford enough contrast and reduces comprehension.) 

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