Tony's view of design is simple - it follows the text.  In Tony's approach the copywriter writes the text, and then lays out his generalised vision of how the design works around the text.

The design must not at any time seek to gain attention for itself - it is there to support the text, not for any other reason.

In Tony's text-centred approach to direct mail composition, design can enhance the response rate of the copy - but it can also destroy the response rate as when colour is misused or there is an attempt to use the "grabby image" approach.

Tony Attwood's articles on these topics are available on the links below:

The grabby image theory

The effects of colour in direct mail

Other essays that relate to this topic

1. Design - never let it swamp the copy - let the copy sell and the design support

2. Focus Zone - when the reader picks up a piece of direct mail, what does he or she see first?  Probably not what you expect.

3. Fonts - does the font make a difference?

4. XZ Theory  - one of the earliest theories to emerge in this research and one of the most important.

Last modified: October 18, 2006