Designing Compelling Appeals That Lead to Action

Effective print design doesn't just look good; it also communicates effectively. It helps people understand what you’re asking and makes it easier for them to say yes.

Here’s how to do that well, using principles of explanation to support better print outcomes.

Keep It Simple, So It Gets Noticed

Design is most powerful when it clarifies, not complicates.

Your appeal should revolve around one strong message. Avoid stacking multiple asks or benefits. If someone has to read three times to figure out what you're saying, the design isn’t helping. Lead with the most important point and strip away distractions.

Build a Visual Path, Not a Puzzle

When someone looks at your print piece, their brain wants a quick reward.

Use size, contrast, and spacing to guide their attention in the right order. The headline should draw them in, the copy should answer their question, and the call to action should feel like the obvious next step. Avoid layouts that make people search for meaning.

Support Emotion with Structure

A strong image or heartfelt message can spark emotion, but it needs structure to land.

Match your typography, layout, and spacing to the tone of your appeal. If the visuals are loud and the message is quiet, something feels off. Emotional design doesn’t have to be elaborate. It just has to feel honest and easy to take in.

Remove What Slows Them Down

Too many fonts, colors, or content blocks create friction.

When people feel overloaded, they stop reading. Make every element earn its place. If it’s not helping someone understand or respond, it’s getting in the way. Clean, intentional design creates space for your message to breathe and be remembered.

Make the Action Effortless

If the reader has to work to figure out what to do next, they probably won’t do it.

Show the next step clearly. Use a single call to action, a visible reply device, or a scannable QR code that links to more. The easier you make it, the more likely they’ll follow through.

Whether you're running a fundraising campaign or sharing a public initiative, good design should reduce friction, build trust, and guide the next step.

The Art of Explanation: Making your Ideas, Products, and Services Easier to Understand

by Lee LeFever

Your guide to becoming an explanation specialist.

You’ve done the hard work. Your product or service works beautifully – but something is missing. People just don’t see the big idea – and it’s keeping you from being successful. Your idea has an explanation problem.

The Art of Explanation is for business people, educators and influencers who want to improve their explanation skills and start solving explanation problems.

This book will help you:

Plan: Learn explanation basics, what causes them to fail and how to diagnose explanation problems.
Package: Using simple elements, create an explanation strategy that builds confidence and motivates your audience.
Present: Produce remarkable explanations with visuals and media.

The Art of Explanation gives you the tools and confidence to help others see the world as you do – and to realize the promise of your idea.