If I could live my life over again, I'd want to be a graphic designer. The idea of creating something beautiful, artistic, and emotionally moving is so appealing to me. When you see great design, you know why it really makes a difference.

But creating great direct mail design is a challenge unto itself. Not only does the design have to "appeal" to the reader, it must also motivate them to make a purchase -- or take an action.

Here are some tips on what to look for in direct mail graphic design:

• Simplicity is key. Don't mix up too many typefaces but use variations of the same face or type family. Reduce eyestrain by lining up blocks of information (either pictures or words) so that the eye moves easily along the information path you choose.
  
  
• Use colors and design to drive the eye along the information path. People will generally be attracted first to dark areas and then to light areas. They will look at large images before small images. If you have pictures of people, their eye will tend to move in the direction the person is looking (either right of left.) So, if you want them to "flip the page" you might want your image to be placed on the right hand side with a person looking right. Other design elements that work to move the eyes along the information path are arrows and dotted lines leading from one information block to another.
  
  
• Type should have a natural progression from large to small. The longer you talk about the product, the smaller the type can be. But you have to engage the reader first and using larger type in headlines, subheads, and introductory paragraphs is essential.
  
  
• Break up the copy with captions, call-outs, bullets, and other devices. Handwritten copy works well to bring attention to important information but don't over do it.
  
  
• Use colors and graphics that your intended reader would be attracted to. If you are selling to the elementary teacher, use bright, primary colors and show pictures of elementary level students. When designing for the public librarian, use strong, authoritative colors and show pictures of a wide range of patrons.
  
  
• Show the product as fully as possible. Purchasing through a mail order catalog requires a sense of trust on the part of the buyer. Showing the product helps develop that trust. If space allows, show the inside of the product as well as the packaging. The more a buyer gets involved with the product, the more likely they are to purchase.
  
  
• Show them what to do and how to do it. Every order form will contain copy about how to send an order, call the company, visit the web site, etc. Graphics that highlight this information along side the copy will pull the eye quickly to this important information. Use graphics that are "international" in scope and easily recognized. An illustration of a telephone next to the copy "call us". An illustration of a scissor along the dotted line that says "cut out this coupon". An illustration of a stamp or an envelope next to "mail this".
  
  
• White space is good but use it wisely. White space allows information to be set off from other elements and allows the eye to rest. Designs using every bit of space for color, graphics or type not only reduce readability but also confuse the reader and make the information path hard to follow. But don't sacrifice having a lot of white space for a lack of strong selling copy.