GE Brand Expression Guidelines Direct Response page 72

8.02 Envelopes: Design Devices
The use of call-out shapes can be a compelling technique to aid open
rates. It off ers you fl exibility in highlighting a special off er, exclusivity
or a response deadline.
When considering call-outs, the design should be simple, organic
and circular in keeping with the contemporary image of the GE
Brand. Generic shapes used extensively by other companies such as
triangle violators and starbursts are to be avoided. Numerous design
alternatives are suggested here.
It is recommended that the call-out shape (such as a circle) use
the same color as the Monogram and copy, in keeping with the
monochromatic use of color that is key in defi ning the GE Brand.
Only one dominant call-out per envelope is permitted, but text can
appear elsewhere on the envelope.
Do not use horizontal key lines or lines from the historical Laser
Line Program. Look to create organic shapes and call-outs to draw
attention.
Direct Response Communications
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Page 72
Violators in organic
or circular shapes
are encouraged.
Triangular
violators are
imagination at work
discouraged.
Circular call-outs
support the brand.
imagination at work
Call-out shapes
that are widely
imagination at work
used by other
DR marketers, or
associated with old
fashioned DR are
not allowed.
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