The problem with design is twofold.   First, all of us can buy a simple design program to run on our PC and produce material which might look quite nifty on the page.

Second, if we do go to a professional designer, we might find ourselves dealing with a designer who simply produces work that looks nice.

The point is that either way we might miss some of the simple facts of design - such as the fact that on a sheet of A4 the eye tends to start by focussing on a point about 30% of the way down the page.   They generally don't tell you that when you buy a design program, and sadly most professional designers don't know it either.  

And when it comes to complex issues such as colour, designers tend to tell their customers that colour obviously works best - and then they go and use lots of it.

The fact is that both copywriters and designers really ought to know something about the psychology of perception, and yet many of them don't.    Leaflets and brochures that look nice do not necessarily sell.

If you are using a designer always ask exactly what governs the layout.  For example, if the font size suddenly changes, or if something is reversed out, ask why.  Ask why illustrations are put in particular positions.  Ask why a headline is here and not there.   A good designer will be able to tell you exactly why everything is as it is, just as a good copywriter can explain every sentence.

By way of example we have put up a piece that was written and designed by the team at Hamilton House - with a complete explanation of each paragraph and each illustration.   Go to our Solo Mailings website and click on the Design example link from the home page.

There is also a free short report on layout and design in leaflets.

And if you are determined to do your own design, ask yourself always - why am I putting this here, rather than there.

Free analysis of your mailshot

This article is written by Tony Attwood, Chairman of Hamilton House Mailings Ltd.  If you would like to discuss the writing or design of your mailing campaign, or indeed a single mailshot, with Tony, without cost or obligation, just call 01536 399 000, or email Creative@hamilton-house.com   You can also send Tony a copy of your latest advert and he will call you back with his thoughts on how your response rate could be raised - again without cost or obligation.