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There is an old saying represented by the acronym K.I.S.S. that means “keep it simple, stupid.” The idea is that less is more when we want to communicate a simple idea. Advertisers use creative efforts to stand out from competitors in print, online or on television. Sometimes the level of creativity can overshadow the simplicity of the message. If your mail piece is visually noisy or busy, recipients may not take the time to read it through or may be too overwhelmed to bother.
Don’t sacrifice the importance of your message on the altar of graphic and visual design. The design of your mail piece should not detract from the central ideas you are attempting to communicate. Your mail piece should be visually attractive, but not so much that the message gets obscured. Your advertised product or service should be front and center in the reader’s mind when they have put down the mail piece.
Not only can the visual design be a distraction, so can too many words. We are a society of bullet point consumption. You don’t want to feel like you’ve read Crime and Punishment by the time you get to the end of an advertisement. Tell them what you offer and how their life can be enhanced by that offering.
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