VDP Bakery Coupon
Problem
Scene
This hypothetical client owns a local bakery and has been experiencing slower-than-usual business. To encourage revisiting customers to come back more often, they decided to conduct a mailing campaign of personalized coupons.
Objective
Design an attractive coupon, tailored to each customer’s preference and respect mailing guidelines. Requirements were to include variable images, text, and coupon offers on a 6” x4” postcard.
Process
Research
As with any fully functional coupon, I had to create a design that also adhered to mailing regulations. This meant gathering additional assets, such as unlicensed images, logistical information (e.g. indicia permits, barcodes, etc…), and, most importantly, the client's customer database.
Before designing the postcard, we were provided a pre-made postcard (shown below) to critique and Improve on.
Before designing the postcard, we were provided a pre-made postcard (shown below) to critique and Improve on.
Critiques
While it met all the assignment requirements, it was very lacking and would not be acceptable in a real-life application. The design is very bland, with hardly any consideration for structure, movement, or grids.
Designing
Assets
In addition to the differing names, addresses, and barcodes, the client also required different variations of the design based on their customer's regular order, gender, and visit frequency. With this information, I picked out a fun color palette that reflected the client's cute and casual bakery.
Refining
Final Product
For my final product, I incorporated varying degrees of opacity. This increased legibility for eyes and scanners. Furthermore, I considered image and text placement to draw in and direct the reader’s eye. Variable assets include the receiver’s name, address, intelligent mail barcodes, primary colors (depending on their gender), and their additional coupon offer (depending on the frequency of their visits).
Take-away
VDP is a revolutionary technology that is much more likely to yield conversions and incite deeper interactions with one’s target audience.
