Comments on: Good direct mail design: let form follow function http://www.directcreative.com/blog/good-direct-mail-design-let-form-follow-function Dean Rieck on Copywriting & Direct Marketing Sat, 31 Jul 2010 01:56:46 -0700 http://wordpress.org/?v=2.9.2 hourly 1 By: The Direct Marketing Voice Links 8-19-2009 | The Direct Marketing Voice http://www.directcreative.com/blog/good-direct-mail-design-let-form-follow-function/comment-page-1#comment-37712 The Direct Marketing Voice Links 8-19-2009 | The Direct Marketing Voice Wed, 19 Aug 2009 15:05:13 +0000 http://www.directcreative.com/blog/?p=88#comment-37712 [...] Good direct mail design: let form follow function [...] [...] Good direct mail design: let form follow function [...]

]]> By: Direct mail isn’t dead: Creative guidelines for success - Marketing MO http://www.directcreative.com/blog/good-direct-mail-design-let-form-follow-function/comment-page-1#comment-18764 Direct mail isn’t dead: Creative guidelines for success - Marketing MO Wed, 21 Jan 2009 04:19:52 +0000 http://www.directcreative.com/blog/?p=88#comment-18764 [...] Remember, direct mail doesn’t have to be expensive or tremendously exciting. To be effective, a direct mail piece just has to entice people to move one step through the sales process. Understand its purpose, and design it accordingly. As Dean Rieck of Direct Creative puts it, good direct mail design lets form follow function.  [...] [...] Remember, direct mail doesn’t have to be expensive or tremendously exciting. To be effective, a direct mail piece just has to entice people to move one step through the sales process. Understand its purpose, and design it accordingly. As Dean Rieck of Direct Creative puts it, good direct mail design lets form follow function.  [...]

]]> By: Dean Rieck http://www.directcreative.com/blog/good-direct-mail-design-let-form-follow-function/comment-page-1#comment-3547 Dean Rieck Wed, 13 Aug 2008 18:14:08 +0000 http://www.directcreative.com/blog/?p=88#comment-3547 I've come to think that copy and design are the same thing. You can't have one without the other. I didn't understand this until I started doing design and saw how dramatically it improved response rates to look at copy and design as two sides of the same coin. I’ve come to think that copy and design are the same thing. You can’t have one without the other.

I didn’t understand this until I started doing design and saw how dramatically it improved response rates to look at copy and design as two sides of the same coin.

]]> By: Ted Grigg http://www.directcreative.com/blog/good-direct-mail-design-let-form-follow-function/comment-page-1#comment-3546 Ted Grigg Wed, 13 Aug 2008 17:45:34 +0000 http://www.directcreative.com/blog/?p=88#comment-3546 Great list Dean. Copy is indeed king when it comes to direct response. Design follows copy rather than the other way around. Occasionally, the design IS the concept and copy supports it. For example, the image of a $20 burning bill contains copy with the idea that you are wasting money if you are not using our product. But as often as not, if you cannot support the design with benefit copy, then think of something else. Most direct marketing creative directors came from the copywriting side for good reason. Ted Great list Dean. Copy is indeed king when it comes to direct response. Design follows copy rather than the other way around.

Occasionally, the design IS the concept and copy supports it. For example, the image of a $20 burning bill contains copy with the idea that you are wasting money if you are not using our product.

But as often as not, if you cannot support the design with benefit copy, then think of something else.

Most direct marketing creative directors came from the copywriting side for good reason.

Ted

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