9 Tips from Ted Kikoler on Making Graphics Sell

Zoom in on the product

  • Use large-as-possible photos and illustrations

  • Crop them to cut away unnecessary material

  • Show the product in use—by a human being, if possible

Control eye flow

  • Most readers naturally shift their attention from dark to light areas, and from large to small objects

  • The eye focuses on things that look out of place

  • Use copy captions and call-outs with graphic elements

Use “handwritten” copy—but discretely

  • Script copy, unless overused, commands attention. Employ it to stress special thoughts or introduce long copy areas.

Break up large areas into smaller ones

  • To your reader, small copy or graphics areas look easy to digest

Use different graphics styles for different sections of your mailing

  • Otherwise, your reader may grow bored

Don’t strain for novelty

  • Use colors, layouts, and other design elements familiar to the reader

Use design appropriate to the product

  • Masculine products should look masculine, and vice versa

Hot colors produce hot responses

  • Use bright, hot colors (such as red) on your reply device

Keep your graphics simple

  • Make it easy for the eye to move from element to element

See also:

Graphics and Typography Homepage

Advertising Copy Home Page

Marketing Tactics Home Page

Marketing Home Page

Click Here to Print from your Uploaded PDF

Click Here to Print from your Design Created Online