Refuse to be the ugly stepsister: Why good design matters in direct marketing
9-01-2010
by Kelli Fulton
Among the hallmarks of a charismatic brand are a clear competitive stance and a dedication to aesthetics. Why aesthetics? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.
From The Brand Gap by Marty Neumeier
While researching (yes, researching, like a scientist) for my blog topic, I actually came across proponents for ugly design in advertising and direct marketing. They actually used the word ugly as something to strive for. Shocking, right? The phrase “ugly on purpose” was used to promote the premise that in direct mail design, “ugly works.”
One writer maintained that direct mail should be intentionally designed to look ugly and junky because it will increase response. And some old school DM experts have preached the “ugly direct mail is best” rule for years. Well, I’m not buyin’ it. Not the theory, and not whatever else it is they’re selling.
I refuse to buy “ugly” as strategy. I think today’s consumers are way smarter than that—and they expect better. They expect sophisticated. And in today’s direct marketing, they absolutely respond to it.
Good design absolutely matters in direct marketing. Here’s why.
Design communicates a visual message. It communicates in a way that words alone cannot and presents ideas with an emotional appeal beyond practicality. Look around you. Look at your furniture. Look at your kitchen utensils. Look at your work area. Look at what you’re wearing. Look at what your co-worker is wearing (without judging, of course). Everything has an element of design.
In marketing, design is one of the only ways to connect with your clients emotionally. Sure, words are emotional too, but how these words are presented can make a world of difference. When you connect with a client emotionally, your relationship is taken to a new level. The sooner you can connect emotionally, the better.
The moment a potential client gets that first insight into your world, aesthetics and design are firing thousands of messages. It’s that old “first impressions are everything” adage, and in DM, it’s particularly true. And, as we’ve all heard, you only get one chance.
If you’re selling something, it’s critical to communicate trust in that first impression. Think about the early stage of any relationship. At this point, trust is nothing more than a gut feeling. Now think of a relationship that requires a transaction—a business relationship. What’s the fastest way to send positive reinforcements of trust? The fastest way to the gut feeling you’re trying to influence? A well-executed visual design that establishes and reinforces your credibility. Design that communicates trust.
Direct marketing has come a long way from buck slips and number 10 envelopes. And I’m here to tell you it’s come a long way from “ugly.” Good design is good design—whether it’s a dimensional mailer, a website, or a simple postcard. Now if we could only re-brand direct marketing itself—starting with the name. But that’s a whole ‘nother blog.
Design is a high-concept aptitude that is difficult to outsource or automate—and that increasingly confers a competitive advantage in business.
From A Whole New Mind by Daniel Pink
