Recently a fellow designer asked me, what is the difference between designing for a direct marketing agency versus a design house or ad agency? I have to be honest it was something I hadn't really thought about. After all, the fundamental elements of design don't actually change from industry to industry. As we continued our conversation, it occurred to me that the main difference is in the strategy of the design.
As an Interactive Art Director for a direct marketing agency, my design now centers heavily on strategy. While I always want to create things that are aesthetically pleasing, my primary objective is to make sure that my design delivers the strategy behind it. This requires me to consider things like:
- How will this design work across multiple channels?
- Who is my target audience?
- How will this standout from other communications?
- How will this drive a call-to-action?
Since direct marketing is based on measurable results, the creative has to work hard to drive engagement. The infographic below highlights a few tips to keep in the back of your mind when working on direct marketing projects.