Working with graphic designers can be a challenge for direct marketers. Sure, we want our promotions to be "contemporary", "cool", and "with it". Sure, we'd like to win awards, oohs and ahhs from our peers. But, when it really gets down to it, we want our promotions to be responsive -- generate sales and leads -- and return a 300% marketing investment ratio.

And that comes down to a very simple question. How does the graphic design of our piece enhance the readability of our message. If it detracts from a person's ability to scan the copy, it's a problem.

In reviewing some recent catalogs and direct mailing sent to the education and library markets, here are some common mistakes that are made by graphic designers.

• Overlaying type on a photo or other patterned background
  
  Regardless of the size or color of the type, overlaying in on a photo or patterned background will make it difficult for a person to read. The only way to fix this is to significantly screen back the background and use high contrasting, large type. But why bother? We know that bold, black type on a white background achieves the highest readability and retention. Variations on this treatment is any dark color on white. Even though it's boring to a designer, it should be your first choice for the most important headlines, sub heads and body copy.
  
  
• Using a Black Background
  
  Black is cool. In fact, my entire wardrobe is black. It goes with everything. And doesn't show dirt. But black backgrounds in promotional catalogs, brochures, and web sites are the kiss of death. I don't know any type color you can put on a black background that will enhance readability. In fact, it gives me a headache as most colors tend to vibrate when contrasted to black. And, if you've ever tried to print our a web page with a black background, you'll see it won't give you a readable image. Just don't do it!
  
  
• Using san-serif type in the body copy.
  
  San-serif is fine for headlines and sub-headlines, but when it comes to reading a paragraph of information, using serif type is required for high readability. Research shows that our eyes are used to reading this type of typeface because and the ascenders and descenders of the letters creates a line for the eye to follow across the page. It's too much work for us to scan non-serifed words. The rule should be, if you have a copy section longer than 3-4 sentences, use a serif type face.
  
  
• Using Italics for an entire copy block.
  
  Italics should be used very sparingly and only to "emphasize" something within a normal block of copy. It is not a good typeface to use as a design element. I see this mistake in many catalogs where reviews and testimonials are put into italics. This is one of the most important things you want people to read and using this typeface ensures they won't.
  
  
• Using small type.
  
  Granted, I'm not as young as I used to be but neither is the vast majority of teachers an librarians! Give us a break! If I have to get my high-powered reading glasses out to read your copy, you're making me work too hard. As marketers, we want to cram in a lot of information in our promotional pieces because a 32 page catalog is more expensive to produce than a 48 page catalog and yes, type size plays a part in this decision. But, if you use a type size less than 10-12 points, you are giving up on readability, retention, and probably sales.
  
  
• Using specific colors because "they're in".
  
  Remember the mnemonic we all learned for remembering the colors of the rainbow? Roy G. Biv. While it helps us to remember the specific colors of the rainbow, it also can help us remember that the order of the colors goes from "warm" to "cool". Colors elicit an emotional response from people. Warm colors are inviting, friendly, open while cool colors are distant, remote, and unapproachable. While lime green may be the hottest fashion color of the year, it might not be the best color to use on your promotions!
  

Designing promotional material with readability as the foremost concern may not be the most exciting task for a graphic designer. I wonder how they would react to getting a bonus for increased response instead of payment for the design!

ABOUT THE AUTHOR
This tip was written by Carol Ann Waugh, President of Xcellent Marketing, a marketing and new business development firm specializing in the education and library markets. Xcellent Marketing offers a variety of marketing services to help publishers increase their sales and profits from identifying new markets, providing critiques of web sites and marketing communications such as direct mail, catalogs, space ads, etc., as well as developing effective marketing plans. Carol can be reached at cwaugh@xcellentmarketing.com or by calling (303) 388-5215.