When designing a direct mail campaign it is important to have a plan. Remember that it is repetition that will get your name and brand noticed. It’s said that a persons brain typically retains information it deems relevant after seeing it a number of times. That being said, when you send out a series of mailers they need to not only get your message out there in front of potential customers, they need to convey a consistent theme. Each successive design should build on the previous one. By keeping your look consistent, you build expectation and trust. This is why companies such as Starbucks have the success that they do. People want familiarity. They want to know what they are getting will be the same each time. That doesn’t mean you have to send out the same exact postcard over and over. Even though these postcards have different colors and images, they wouldn’t be mistaken as coming from another company. Always include your logo. Keeping photo styles similar and using consistent fonts are all part of building that trusted image.
