Creating Effective Artwork

To produce a well-designed card, there are several guidelines you should take into consideration when creating your card for any card deck publication.

GRAPHICS

• Use only one photo or graphic per side.
• The images printed on the card could focus on the beauty of your campus, but should focus on a representative sample of the students who attend your institution.
• Students' heads should be no smaller than a dime.
• Photos with high contrast reproduce the best.
• Larger unified images are more appealing than small, busy ones.
• Color is compelling. Vivid, full-color versions of a card tend to draw more attention than flat black-and-white versions.
• Don't reverse-out type that is smaller than 8 points - it will get lost in the background as ink does bleed.
• Label each blank line in the coupon area with the information you desire, and make sure no information you need from the student will be covered by an address label.

NOTE: You are not allowed to ask for a students Social Security Number (in the coupon area), since the card will be returned without an envelope.

COPYWRITING
When writing text to appear on your institution's card, there are a few components you should always take into consideration.

Use the headline as an attention-getter. A short and well-thought-out introduction to your school will encourage students to read further.

Remember your audience. Utilize words and phrases students will understand and recognize. Students might not be familiar with building or fraternity names or activities unique to your campus.

List the benefits. A student wants to know what benefits he or she will reap when choosing to attend your college or university.

Keep it brief. Don't make your card too wordy or crowd the information on a card (double cards are available for institutions with more than 3 ½ x 5 ½ inches of information to share.)

Highlight HOW you want students to respond. Do you want them to call an 800-number, visit a unique website address, email someone in particular or speak to a student staff member?

Incite action for student to respond! Make them an offer they can't refuse.

What You CAN'T Do
You are not allowed to ask for a student's Social Security Number in the coupon area, since the card will be returned without an envelope.

Make Students an Offer They Can't Refuse
Offers that may work for schools in designing their institution's card(s):

Information

• Full color, XX-page, glossy campus information booklet (View Book)
• Interactive CD-ROM campus tour
• Booklet – How to apply for and get financial aid
• Booklet – Why a private college makes sense

Guarantees

• Guaranteed placement upon graduation
• Guaranteed application decision within XX days

Discounts

• Reduced or waived application fee
• Discount at campus bookstore
• Discounts at area merchants

Premiums

• Free MP3 file of school fight song/alma mater
• Free calendar magnet with important admissions dates