Design Best Practices
Best practice recommendations for content placement and attention-grabbing designs. For guidance on exporting, print settings and troubleshooting please see our Creative Guides!
Print Standards
For the crispest, most vibrant and complete imagery, ensure the following:
Crop & Bleed: All artwork should include minimum .125" bleed (all sides), with no crop and bleed marks present on the final artwork.
Color: All brand colors should be CMYK. RGB colors will be more muted/dull when converted.
Sizing & Format: Ensure sizing is accurate to format, saved as an Adobe [PDF/X-4:2008]. See Static: PDF & PNG/JPG
Vector Logos: All logos should be SVG vector format for best results. Type should be live or outlined.
Mailing Elements: Remove Address Box placeholder prior to upload.
High-res Images: High-res images, minimum 300dpi. CMYK color mode.
Design Principles
Great direct mail design doesn’t just look good - it drives action. Use these five design principles to create mailers that are clear, consistent, and conversion-ready:
Hierarchy
Guide the reader’s eye. Use size, weight, color, and visual treatment to make your most important information, like the offer or CTA, stand out first. Secondary details should support, not compete, for attention.
Contrast
Create visual energy. Strong contrast between colors, fonts, and elements makes your piece easier to read and more engaging. Contrast directs attention where it matters most and ensures every detail is legible at a glance.
Balance
Design with harmony in mind. Distribute imagery, copy, and whitespace evenly so the layout feels intentional and uncluttered. A well-balanced composition draws attention to your hero message without overwhelming the recipient.
Repetition
Tell one cohesive story. Keep your brand elements (color palette, typography, logo placement) consistent across the front and back of your mailer. Repetition builds familiarity, reinforces your offer, and helps the design feel unified.
Alignment
Polish the details. Ensure all text, images, and icons line up cleanly. Consistent alignment adds a professional finish and prevents small visual errors from distracting from your message.
Common Elements
Each element of your mailer plays a role in capturing attention and driving action. Use the following guidelines to make sure your creative feels cohesive, trustworthy, and conversion-focused.
Imagery
Choose imagery that instantly communicates your value. Opt for bright, eye-catching visuals that support your offer and avoid overly dark or muted tones. When showcasing multiple products, use a clean grid layout to maintain balance and clarity.
CTA/Offer Copy
Your call-to-action is the heartbeat of the piece. Ensure your offer appears clearly on both sides of the mailer and use visual emphasis (such as bold type, colored strips, or badges) to make it pop. Keep it simple, action-oriented, and unmistakable.
Expiration Date
While we understand the need to create urgency - it's important to stay realistic about your expiration date. Because of the nature of Direct Mail, we recommend at least a 30 day expiration date from launch. This is because many people do not check their mailboxes everyday and once they do, they likely don't go through it and convert for another couple days.
Testimonials
Social proof builds instant trust. Incorporate authentic customer testimonials to validate your brand promise. If available, add recognizable media features or awards - they lend credibility with new audiences and reinforce confidence among returning customers.
QR Code/URL
Make it effortless to take the next step. Include a short, trackable URL or a QR code placed prominently on the front and back. When possible, remove any white background around the QR code so it blends seamlessly into your design while staying scannable.
Brand Prominence
Your brand should be unmistakable at a glance. Include vector logos on both sides of the mailer for clarity and consistency. Maintain enough whitespace around your logo to ensure it stands out and reinforces recognition over time.
Copy & Icons
Keep copy concise and conversational - never dense or intimidating. Highlight your core value proposition in clear, digestible language, and use icons or visual cues to break up longer text sections. Icons add rhythm and visual interest, making your message more approachable and scannable.
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