Best Typeface (font) to use for direct mail piece?

by 32 replies
49
Hi Copywriters:

I am interested to know what typeface (aka font) you guys think is the most enjoyable to read for a direct mail piece.

Please list them out in order of preference.
  1. Headings
  2. Body
I appreciate the advice.

_seolytics.
#copywriting #direct #font #ideal #mail #piece #typeface
  • A serif like Helvetica or Times New Roman, for all
  • Interesting - this is good input because I normally dislike using serif fonts in my comms because of design reasons.

    I normally try to dress up my comms to look a little more interesting than the normal 'letter template' style.

    Thanks for the input - I may go ahead and make a poll
    • [ 11 ] Thanks
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    • showoff =)
      • [1] reply
    • Wow, I think this is an excellent way of putting your point across. A picture speaks a thousand words and that adage is truly reinforced here.

      Learning tons of things here.
      • [ 1 ] Thanks
    • Just a quick note, because few in here know this,... Optima is a sans serif font even though it looks serify (is that a word?)

      Some newspapers don't allow ads with body copy set in a serif font. If that is the case, then I'll always go with Optima.
      • [ 2 ] Thanks



  • - John
    • [ 3 ] Thanks
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    • Talk about positioning. Brian got there first.
      • [1] reply
  • For headlines? Myriad and Franklin Gothic.
    For body copy? ITC Galliard and Garamond.
  • Serif fonts are easier to read in print, while Sans-Serif fonts are easier to read on a computer monitor or t.v. screen. That said, here's what I use ...

    ------------------
    FOR ONLINE COPY

    Headline: Impact, regular (i.e., NOT bold), second color (red or dark blue), and as large as will fit on the page; break all multi-line headlines so each line is a complete thought

    Deck & Subheads: Arial 14 pt. or Verdana 12 pt., Bold; deck in black; subheads in 2nd color (red or dark blue)

    Body: Arial 12 pt. or Verdana 11 pt., regular, black

    Sidebar Headlines: Arial 12 pt. or Verdana 11 pt., bold, 2nd color (but not the same 2nd color as subheads)

    Sidebar Subheads: Arial 11 pt. or Verdana 10 pt., bold, black

    Sidebar Body: Arial 10 pt. or Verdana 9 pt., bold [unless long enough sidebars are used - then use regular], black

    FOR PRINT/DIRECT MAIL

    Headline: Impact, regular (i.e., NOT bold), second color (red or dark blue), and as large as will fit on the page; again, break all multi-line headlines so each line is a complete thought

    Deck & Subheads: Impact, regular, 14 pt., Bold; deck in black; subheads in 2nd color (red or dark blue); [NOTE: Occiasionally, I will use Times New Roman, Bold, 14 pt. or Courier New, Bold, 14 pt.]

    Body: Times New Roman 12 pt. or Courier New 12 pt., regular, black

    Sidebar Headlines: Times New Roman 20 pt., bold, 2nd color (but not the same 2nd color as subheads)

    Sidebar Subheads: Times New Roman 14 pt., Bold, 2nd color

    Sidebar Body: Arial 12 pt. or Verdana 11 pt., regular, black

    ------------------

    The above is pretty much what I was given as guildelines when I was first hired by Clayton Makepeace ... but slightly updated and modified based on my own experience.

    Hope this helps!

    Len
    • [ 1 ] Thanks
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    • Poppycock! Impact is rarely used in offline direct mail. Why the heck would any designer use such a lame font when he has access to a plethora of great headline fonts? Offline you're not limited to "web-safe" fonts.

      Baloney again! There isn't a person anywhere, who labels himself a "graphic designer," who would use the ugly red-headed stepchild Arial (and the "web-safe" Verdana) instead of (the beautiful) Helvetica in the offline world. (It's just one way to spot a NOOB "designer.")
      • [ 1 ] Thanks
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  • Banned
    [DELETED]
  • The font movie:

    YouTube - Font Conference
    • [1] reply
  • I really like Palatino.
  • I've read that the most legible fonts generally are the serif fonts. You might want to favour those in all your direct mail pieces.
  • [DELETED]
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