Design for Response -OS

Loved this book. I bought this book after seeing David Katz lecture... His writing style is just as good as seeing him in person! Informative, great examples, persuaded me to create even better direct mail...

It was directly based upon an inspiration generated from this book, Design for Response, that I sold my latest design project. There are many great examples in this book that have kept me thinking of new projects.

I liked this book for its gallery sections, over 200 photographs of great DM examples that spark new ideas and methods of execution. The chapters and discussions are well described and give many references and referals I found useful. I particularly liked the discussion of The new Census 2000 Form and the very clever Otis Elevator campaign based upon a Frank Lloyd Wright letter.

Finally a book on direct marketing that is NOT just a biography, a self-promotion, or "Mail Order for Dummies." This book actually uses several interesting examples of direct mail to illustrate the psychology of persuasion vis-a-vis design and marketing tactics. Thank you Sherr & Katz.

This book has some great examples of direct marketing that I had never encountered anywhere else, and I have been in the industry for over 20 years... What I found particularly interesting were the author's comments on each piece, and the detailed case-studies that are the foundation for each chapter.The case-studies discuss the psychological basis for the responses generated as well as an in-depth illustration of the design elements.I highly recommend this book.