Tag: branding

5 Key points when designing for Direct Mail (DM)

What is Direct Mail (DM)

Direct marketing

For many businesses, Direct Mail (DM) is by far the most cost-effective form of marketing. It allows you to target customers with greater accuracy than any other method.

1. Target your design efforts

Products and services directly to the end-user

Careful preparation to get the response rates you want is the way forward. These design have been specifically designed to hit those key demographics that statistically afford you the return thats worth it.

2. Appeal to your target market

Highly effective in both business and consumer markets

DM is about hitting the right note, if you have a demographic that is heavily involved on the urban design and town p;anning make sure you create a series of compelling imagery around that subject matter. Here Architecture has been targeted, make sure your DM piece is effectively targeted too.

3. “Feel” DM as part of an integrated promotional strategy

Feel DM piece – 25,000 print run

Try a little variety with folded postcards and win your business more sales in the process. This is really how to crate a point of difference, a definite plus point in this tough market.

4. Feel DM for image library Corbis

Simple configuration of the fold provide that extra design resource

5. Make an impact with a strong headline and bold imagery.

Like reading a newspaper, the headline is the first thing people see before deciding to read the entire article or direct mail piece.

Once a designer understands the best practices of direct mail design, they have the opportunity to adjust elements and test what works best for their audience. Split the mailing list in half and always test something; one thing at a time (i.e. – headline only, offer only, positioning of images, etc). Be sure to have a strategy in place to measure responses.

This is but part of a selection of concept ideas. Please contact us further to discuss if your brand really wants to benefit from this immersive experience here: info@russellwebbdesign.co.uk

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23/08/2011
Design Principles #1; Experimenting with layout

How layout influences our design (Part I)

Whether you are working in publishing, online or advertising, the fundamental ideas (which may overlap) about the practice of good ‘layout’ composition will always form the basic structure of your design. The elements form the ‘vocabulary‘ of the design, while the principles constitute the broader aspects of its composition. Here I have compiled a loose set of principles that all revolve around the fundamentals of layout graphic design.

This is Part 1 of a 2-Part series: To jump forward to this second part please click here

1. Spectrum of colour

The Colour Spectrum

If you find yourself searching for inspiration and you have a tight deadline (usual story!) you can always gather a choice selection of compelling images and apply this technique. Essentially you are creating with the creative, it’s an effective demonstration of imagery and a (relatively) easy application of technique – what client wouldn’t be happy with this exciting, *warm colour spectrum of ideas?

*Warm colors are a group of colors that consist of reds, yellows, and oranges.

2. Text Manipulation

Calender Promotion though text manipulatioin

Through the calender year designers have the luxury of using calender promotion to deliver a punchier design. Here Valentines Day is effectively used and it is the negative space that forms an important part of the layout. There are two types of this type of space: positive and negative space.

3. The Douple Page Stread (DPS) as a DPS

DPS as DPS

Elevating your design by including a homage to past layouts is a trusted and effective design principle. See he News of The World’s final edition for the ultimate example.

4. Subject Matter

Subject matter and design lead

Taking the subject matter of ‘Golf’, I have crafted a layout that touches a wide market appeal – this is a simple trick that draws in the fans of that subject.

5. Design for colour groups

Colur Groups

Having at your disposal an extensive range of images can definitely help with this principal. Here colour is used as a layout guide to help the potential end-user of these images realise an application. The relationship between these light and dark colour groups gives the layout depth and perception – this is also referred to as tone.

6. The youth of today

Youth of today

Demonstrating your quality and breath of photography using the designers classic CMYK technique is as popular as ever. As a principle, the repetition of familiar form provide graphic designers with another string to their bow.

This is two part examination of broad design principles russellwebbdesign generated for the design community. Please contact us further to discuss if your brand (ot it’s design) can really wants to benefit from effective communication and good graphic design: info@russellwebbdesign.co.uk

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11/08/2011
Can Boris Bikes turn London in to a world-class cycling city?
Is this the future of cycling in London?

It looks like Barclays have upped their game as providers of a sustainable cycling society for our capital city. With the release of their Barclays Cycle Hire App they have really set out their stall.See: Barclays Bike

Android version with videos linked to Barlcays Video channels

Can the audience catch-on?

Even their ATL material is reflecting a future thinking strategy. They obviously have the advantage of 1675 stores nationwide to form the most perfect billboard advertising. Aside from image consistency, (which Barclays do very well) the push for their Cycle Superhighway, a bold project, again underline their commitment to our sustainable ‘cycle’ city. Overall a great images, if a little photoshopped!

Barclays Bike ATL in-store advertising

Raising a banks profile

As part of a multiple channel approach that is both two-fold; raising Barclays brand to become recognisable as omnipresent in our day-to-day life and providing a useful service far removed from ‘bad-boy’ financial services, Barclays have cleverly positioned themselves as THE environmentally aware corporate organisation that is there for it’s customers, both financially and as a environmental astute organisation.

Both on the tube and throughout the National Rail Barcalys message is for clearly supporting London new ‘cycle’ pedigree

How to market your App successfully

True and effective App Marketing (There are now over 300,000 apps available for iPhone, iPad and iPod touch and surprisingly many of the best ones are free, more surprisingly only a fraction are kept for continual use) relies on three key points;
1. Rigorous testing so when the end experiences your App for the first time the experience is nothing but positive. This testing should be used in your Software Development Life Cycle (SDLC) as default.
2. Cross channel promotion using regular traditional media (print, campaign, advertising ) with what we can term ‘new’ traditional marcoms (banner ads, email campaigns, site take-overs, app store promotion, mini website) and complementing those channels with more UGC or 3.0 Web promo techniques (QR codes, reviews, competitions, games and FB pages)
3. Word of month. We all know the best form of marketing is recommendation, the previous two points all attempt to get you to recommend this product or that service, if your apps allows you to do this by virtual sharing (FB or Twitter) or actual sharing (“Hey, have you seen this?”) then you’ve succeeded.
Barclays Bike ATL outdoor advertising is also taking pride of place in London Piccadilly Circus

Barclays Bike ATL outdoor advertising is also taking pride of place in London Piccadilly Circus

This is only the views of russellwebbdesign. Please contact us further to discuss if your brand really wants from design: info@russellwebbdesign.co.uk

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09/08/2011
Protected: Phone Vault Pro – Privacy App for Android

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Protected: 3D Concept App for for UK broadcaster

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Protected: Brands and Mobile – Volvo Customer Journeys

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