Why are we afraid of blank space on our direct mail? More and more of the mail I am getting in my mail box are very crowded with text and images. Visually I am overwhelmed and I am willing to bet that most people are. Yes images are needed, yes text is needed, but when you cover a large mailer front and back it turns into just noise and noise goes in the trash. So I would like us all to consider something, how can we get our message across while including more blank space?
Rather than call it blank space I prefer to think of it as the space in between, because really that is what it is. It’s between images, it’s between copy and between your call to action. It opens up our mind as a peaceful place between thoughts. It’s calming and refreshing to have that in between space for a breath and a preparation for what is to come next. Our brains need that little down time to organize what we are seeing and digest what has been read.
How to create the space in between:
- Images: Select one or two images for the mailer. When sizing them, make them large enough for understanding while allowing for space between the image and the copy.
- Copy: Do not put copy over the images. Use bullet points and bolding to draw attention to your concise copy. Mailers are not letters, so don’t get too wordy. Allow for space between lines and use an open font instead of a compressed one.
- Call to action: This needs to be in its own area with plenty of space around it to stand out. Get right to the point, what do your customers/prospects need to do. Make sure to tell them that and how to do it.
- Color: The color or colors that you choose for your mail piece are very important. You need them to work together with your copy and images to convey your message. Don’t go crazy with a ton of colors, pick a theme and have that guide your choices. When trying to create blank space you can use color, just keep it mild so when it is combined with open spaced copy you are not overwhelming the visual senses.
The whole point of your mailer is to get people to respond, when you turn them off with too many images, too much copy or over the top colors your mailer is ineffective. With digital marketing always in our faces flashing images and endless pop ups, it is refreshing to get mail pieces that are not scattered all over the place but focused on one clear message. These mail pieces get acted upon. Create these pieces for your next campaign.
You need to grab attention, but in a good way. By adding the space in between your attention getting images and focused copy you are able to draw attention to the right areas of your mailer. No one is getting lost or confused by what they see. Still not swayed? Try a test piece that adds the space to half your list and your normal one to the other half to see what works better for you. You want people to remember your message and act on it. Are you ready to get started?
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