May 13, 2011
After (click to enlarge):
Time spent: 46 minutes
Notes: First of all, I should comment that the original postcard looks like it was printed on a digital printer (color laser), which makes no sense to me. There are online printers that will print 5,000 postcards (full color, UV coated, one side) for under $100. This relatively modest expense gets you a superior looking product—at least from a print quality standpoint.
As for the design, if your pitch question starts with “are you concerned…”, then using photographs of smiling, happy people is counter-productive. If you’re going to market the emotion fear (which is exactly what “are you concerned…” is designed to do), then show me concern. The other marketing option would be to market hope (as in “after treatment, these people’s problems went away! Look at how happy they are now! This could be you!”). In that instance, the pictures would work, but the copy is all wrong. I chose to go the fear/concern route (it is Friday the 13th, after all), and spent the bulk of my time looking for the right image to present that.
As a rule, pictures and words should compliment and support one another. They didn’t. Now they do.