- A few years ago,
I was fortunate to receive a lovely award from AIGA,
the professional design organization.
A good friend suggested that I make an announcement card
and mail it to clients.
That idea sounded creepy to me.
Isn't that bragging or incredibly self-centered?
I preferred to accept an award graciously
and not boast about it to others.
The award wasn't possible without my clients
over the last 20 years,
so it was a way of sharing the good news
that was also celebrating them.
An announcement isn't a card that says,
"Hi, I'm wonderful."
It's a way of sharing information
with people who you believe would want to know.
We are so used to all communication
coming from email or text.
A message shows up, you consider it for a few seconds
and then move on to the next one.
A physical announcement that goes through the mail is rare.
When I get one, it means something.
If it's well-designed, I keep it, often propped on my desk.
It's a better communication tool for the right message.
It can be about all kinds of information,
a promotion, a new employee,
the release of a new product, an award,
or highlighting a recent success, or a thank you note.
You could go to Tiffany's
and order one from a book of announcements
or design a custom card.
I suggest the latter.
Use the opportunity to communicate the brand message.
There is a standard set of envelope sizes for announcements.
The most used common measure for an invitation is an A7,
so I work with the A7 size to alleviate any issues
with the postal service and mailing costs.
The envelopes are easier to find
and come in a wider variety of colors and textures
than something odd.
Each of these envelope sizes
has a corresponding smaller size for the announcement
or invitation enclosed.
The accommodation allows the card to fit in the envelope
without someone forcing it in and damaging it.
Once you've decided on the right sized envelope,
work with the enclosure size.
The design of an announcement can be as aggressive
or straightforward as you want.
The design should use the brand's visual system
and personality and be legible.
Of course, it can be as simple as centered type in Garamond,
printed on unique paper,
or use foils and other printing processes.
Beyond the technical problems of size and production,
the most crucial issue
is that the announcement has the right tone.
It should reflect the same spirit
as all the other materials, but it doesn't need to match.
Take advantage of the rarity of physical items
and messages to stand out.
It might be easier to send an email,
but an announcement has gravity.