5 of the Most Appealing Direct Mail Images for Customers
Images are among the most critical design elements for a piece of direct mail. While the copy pulls people into the message, an interesting image will capture attention from the very second someone looks at it. On the other hand, a boring or expected picture will not get much attention at all.
Images and graphics are a primary tool for standing out from the other pieces of mail that people receive. Marketers should think of pictures as their first means of capturing attention and a way of telling a story that draws recipients in before they even start to read the written content on the piece of direct mail.
Images should be specific to the company and the offer, but not so esoteric or confusing that customers spend more time trying to figure it out rather than learning about the offer. Some of the best types of images to employ on a direct mail piece include:
1. Landmarks
Some people may think that landmarks are an obvious thing to include on pieces of direct mail. The truth is that these images are immediately recognizable and likely conjure up very specific emotions in the audience.
Using well-known national or international landmarks, such as the Coliseum in Rome, is a way to make people feel a certain way as soon as they look at the piece of mail. It also inspires curiosity in them about what the message behind the mailing is.
Of course, these landmarks should make sense in the context of a company’s brand, as well as the actual message being conveyed. Importantly, landmarks do not always need to be widely known. Companies can use images of local landmarks to connect with potential customers in a certain area in a personalized way.
2. Infographics
When it comes to online content, infographics have grown rapidly in popularity. A clear reason exists for the growth of this tool. Infographics break down complicated processes and ideas into fun and manageable images that hold an audience’s attention.
Marketers should not think that infographics are only for online use. When included in a direct mailing, they can help pull potential customers into a campaign. For example, imagine a window company that offers green options.
An infographic can concisely point out the features that make these specific windows stand out from those of competitors while also pointing to the cost-saving benefits of installation. Putting all of this information in copy could quickly becoming dry and lose the attention of potential customers. An infographic is much more exciting and engaging.
3. Macro photography
The value of macro photography is that it disrupts a potential customer’s typical expectations. Macro photography involves taking a picture of a normally small item and then blowing up the image to several times its normal size.
Photographers may do this with insects to show the finer details of their wings or with baked goods to highlight texture. Viewers are drawn into macro photography because it gives them a view of a common product from a new perspective. In terms of direct mail marketing, macro photography can hold someone’s attention long enough that they start to read the copy.
Great macro photography can also evoke stroke emotions. Imagine a macroscopic view of a chocolate chip cookie and how it could evoke the smells, sensations, and emotions associated with eating one.
4. Illustrations
Stock photos can feel very impersonal, especially for companies that are trying to connect to potential customers. Another great option is hiring an artist to make an illustration for inclusion on the direct mail piece. People tend to react favorably to hand-drawn illustrations, especially because they will stand out from other pieces of mail received that day.
Importantly, any illustrations still need to be consistent with the company’s brand and relate directly to the message being conveyed. In other words, illustrations included simply for the sake of standing out from competitors will not make the desired impression. However, illustrations can be an effective tool for combining branding elements, such as mascots, with themes that connect to the deal being advertised.
5. Products
When companies are advertising products, it is essential to include images of those products on the mailing. Imagine receiving a direct mailing about a new restaurant opening in the neighborhood that only include stock graphics without any photographs of food or the physical space. Many individuals would think that the restaurant has something to hide and dismiss the advertisement altogether, even if it includes a special offer or coupon.
On the other hand, if the advertisement included high-quality images of some of the specialty dishes with bright colors, people will start to develop an attachment to the food. As a result, they could think about the image several times in the coming days. Importantly, pictures of products should be very high quality, edited images that show products from their best angles, but not ones that make them seem better than they really are.
