There are so many important aspects to direct mail: the product, the offer, the content, fonts, layouts, and color. However, the most important, whether offline or online, are visuals or images.
The Case for Outstanding Images
So what are visuals? Sometimes they are plainly referred to as “images,” or “photos.” Visuals are the rich imagery you use to gain the attention of the reader. They paint a picture of the benefit, the story, or the dream.
Visuals are the thing you use to make a fast and deep impact in your reader’s consciousness so that they become totally engaged in your message.
Images are also the first step in attaining readership of your well thought-out copy. It is the imagery conveyed by the visuals which drive readership.
So, now that we’ve established their importance, let’s understand what makes a good visual.
Naturally, the most important aspect of a visual. What are you conveying and to whom? Understanding your target audience is as important to selecting the visual as it is to writing effective copy.
Vibrant colors establish a bright mood. Conversely, dark, even sinister colors establish the reverse.
There’s a texture to visuals which is hard to define in words. It’s best described in (you guessed it), images.
Another important aspect of visuals is the dimension. Can you convey your message better in a visual with multiple dimension? Better using a particular angle or perspective? This thought is again, best demonstrated using images.
Time & Place
How do you establish time and place without the use of imagery? Think of geography/location, seasons, weather, time of day, even an era.
Still or Animated
If you need to transform your copy into an “active” presentation, your visuals might need to be animated, meaning, in a still presentation format or video. This is where the visual can drive the point home – even without the use of text.
When it comes to imagery, a professional can bring a lot to the table. Remember that one picture is worth a thousand words!
Call us to find out how visuals can help you catch the attention of your readers.