Tried-and-true rules for direct-response design
Question:
Are there any tried-and-true rules for direct-response design?
Answer:
You'll get lots of different opinions depending on whom you ask. Below are a few of the more widely accepted rules of thumb that should have you on your way to boosting your response and profitability.* Keep in mind, though, that rules are sometimes made to be broken!
Seven Rules for Attention-grabbing Design
- Type should be 10 to 12 points, unless your audience is older and requires a larger type size.
- Use bullets to break up long copy chunks.
- Photos are much more effective than illustrations.
- Place your caption BELOW the photo.
- Avoid reverse type for any copy block more than three words.
- Use serif type in body copy; it's five times as readable as sans serif type.
- Apply color, underlining, and boldface to important messages for added impact.
*I strongly encourage graphic designers I work with to read Type & Layout, by Colin Wheildon. It is a remarkably scientific study of how readability and response fluctuate with specific design elements plus - it's a great read and a steal at only $24.95!
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