As I was working on a direct mail package recently, a curious thing happened. The client kept asking me to make some of the important content “less bold.” In effect, to de-emphasize the marketing message. So why do it? Because, she explained, the bolded copy didn’t look pretty. Huh???
As direct marketers, we don’t go for ugly, but we may not always aim to be the prettiest, either. Our aim is to get response. And bold is a powerful visual tool to help make that happen.