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Designers Learn Powerful Photoshop Techniques for Direct Mail Graphic Design

Designers Learn Powerful Photoshop Techniques for Direct Mail Graphic Design

Bothell, WA (PRWEB) October 17, 2005

A group of about 30 up-and-coming direct mail graphic designers gathered in Florida this month to study direct mail layout and design techniques and how to take their design business to the next level. The attendees had gathered as part of American Writers & Artists Inc.'s annual Graphic Design Bootcamp.

Sessions included marketing techniques, pricing fundamentals and tips on how to use Photoshop to achieve powerful effects for direct mail design.

The Photoshop session was presented by Mike Klassen, the president of Klassen Communications, a direct mail layout and design studio based in Everett, Washington. Klassen said that despite the power and intimidation factor of Photoshop, the techniques he presented were actually quite simple. "We examined six techniques that are used in direct mail on a regular basis. In some cases, it doesn't take more than 10 or 15 minutes to create a subtle, yet powerful effect," said Klassen.

One technique demonstrated during the session was creating a duotone for the cover photo of a direct market premium, an easy technique that only takes a couple of clicks of the mouse. However, Klassen went further, explaining how the choice of color can impact the choices a direct mail designer has throughout the rest of the design, and demonstrated tricks for using certain colors that might not appear obvious at first glance. Lighter colors work well on photos, but can't easily be used for text highlights throughout the design of a two-color piece. Dark colors work well for text, but not that well on a photo. But a simple technique allowed attendees to see how to work with virtually any color.

Graphic designers often have to change their mindset when moving into the direct mail design field. According to Klassen, "Direct mail design is a lot different than what people traditionally think of when they hear the words graphic design. For direct mail graphic design, simple techniques are required to enhance the marketing message. Going crazy with the power of Photoshop, which newcomers to the field often do, is a quick way to destroy an otherwise strong direct marketing piece."

About Klassen Communications

Klassen Communications is a direct mail layout and design studio. The company handles the layout and design of sales letters, newsletters, eBooks and more. Visit or call 1-425-337-3593.

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