In his latest column in Target Marketing (1/07, p. 58), Denny Hatch repeats the old advice that in direct marketing, ugly sells.
He quotes Bob Hacker, who states “ugly works,” and Lew Smith, who says, “Neatness rejects involvement.”
But is the idea that “ugly sells” still on target?
Or is today’s more sophisticated consumer … in an age where branding is much revered … likely to reject a poorly designed mailing as amateurish and unprofessional?
What about you?
When you create a direct mail package, do you hire a top-flight graphic designer to make it look as clean, neat, colorful, and glossy as an annual report?
Or do you too believe that “ugly sells”?