This project was different than any other project that I have ever done strictly because of the way that I had to design this piece. Let me explain myself a little bit. Variable Data, in design terms, is the means of substituting data from a database into specified fields to create a custom piece that can be sent to whomever it may be addressed to. This allows for a much more specialized target, and allows for a higher rate of hit, simply meaning; people will stop to look at things that are specialized to their liking, rather than getting a piece that will contain the same thing to every recipient.
In designing this piece I started with the concept that I wanted to create a direct mail piece for a dentist office. The piece would be targeting two groups; male and female. With the two target audiences, I then designed two different looking pieces, one that contains imagery and colors for the male target audience and one with imagery and colors for the female target audience. The specialization did not just stop there, I decided to add more fields of changing data. I included two instances where the targets first name would be used, as well as an instance where a particular service would be given free that was specific to the consumer.
I enjoyed this assignment because it allowed me to learn a part of the industry that will be very crucial I feel, to the future. With a basic knowledge of Variable Data printing, and how it works, I think that it would be something that I will try and explain and push with clients in the future, while explaining, in the long run, it will only help business.
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