Direct mail pieces, being visual in nature, are greatly enhanced with supporting graphics such as headshots, venue images, and logos. When strategically placed, these three valuable components can make your design look magnificent.
Inversely, they can clutter and cause distractions on an otherwise attractive project. I find it beneficial when I take the time to think about, mentally visualize, or sketch a quick map of my ideas.
Humanize your marketing with a headshot.
Featuring your headshot on direct mail and marketing pieces makes your brand more memorable, establishes trust, and adds a personal connection that can drive more responses.
By incorporating a human element, you establish a stronger connection with recipients. Not to mention, adding your headshot is a great way to introduce yourself to your potential clients.
When a customer sees the same headshot on a business card that they do when they drive past your billboard to work every day, their awareness in your brand increases, and you are associated with your respective field. —Bonnie J Heath Photography
One of the most important elements of your headshot image is clarity, sharpness. If you’re not able to obtain a well-defined headshot, it is generally best not to use one at all. Remember, you are telling a story, about you; communicating who you are and what you stand for. If your images look poor, what statement might you be making?
Turn your image from casual to credible.
With these thoughts in mind, a professional sitting for your portrait is the best. Although if you’re looking to save a few pennies, especially now that they are no longer being minted, there are several ways to make your picture look better for printed marketing materials.
While I appreciate selfies, in the right situations, I do concede that selfies typically have that unmistakable “selfie” look. I suggest using a selfie stick or asking someone to take the picture for you. If they do, it’s best if they shoot your picture at eye level.
Choose a backdrop that lets the person shine.
Always consider your background. Look for simple backgrounds that complement you, the subject, without being distracting. Opt for less busy backgrounds, although foliage is generally attractive.
A cluttered or distracting background can detract from the subject. You want your clientele to see you, not the back seat of your car or the messy desk behind you.
If you fall in love with a particular background but it is slightly disruptive, you can adjust the opacity percentage, which can effectively reduce the visual commotion.
Light right for picture-perfect results.
Consider the direction of the light source. Avoid extreme mid-day sunlight, which creates a harsh intensity between highlights and shadows with very few mid-tones, regardless of the direction. Natural light near a window or photographing during the golden hour, if shooting outdoors, creates an image with a more visually appealing depth.
Sell the seminar location.
As is commonly known, some humans are more visual than others. I personally find it helpful when I have not only the address of my destination, but a visual reference as well, particularly if I’m not familiar with the area.
If you opt to use an image of the venue, give thought to details that will help you present the location in a more positive light, no pun intended.
Is there something unique about the building?
Does the location look better with people and autos, or are they a distraction?
Would you prefer an image taken during daytime hours or is it more inviting with nighttime lighting?
Snapping your own shots.
If you have the time and opportunity, taking your own pictures is certainly an option; you own the copyright on your new photos. (That is, if the building itself is not considered intellectual property.)
When there is something distinctive about the building, try to include that in your shooting. Entryways are often eye-catching and do the building justice. Windows, gates, soffits, facias, landscaping, and street views can also be remarkable. Use lighting and weather conditions to your benefit. Experiment with angles to find unique perspectives.
Take notice of Intellectual Property and copyright laws.
Quite often, venue locations welcome free advertising. With that in mind, don’t rely on an image simply because it’s posted online.
According to a Harvard University study of Intellectual Property, managed by Longwood Research Data Management, “Intellectual property (IP) refers to different types of intangible expressions (such as artistic and literary work, discoveries and inventions, words, symbols and designs) for which specific monopoly rights are recognized under specific laws.”
As we’re mindful of the potential infringement of others’ rights, it is helpful to know that copyright laws generally allow you to use images of buildings that can be seen from public view. If you are unsure about the laws and the possibility of it being Intellectual Property, particularly if the location is a historical landmark, it is best to ask.
A quick word on usage rights
While searching for that perfect photo, always check for clear licensing terms or a statement that it includes commercial use. Some reliable resource platforms that curate images with public domain licenses, oftentimes for older structures, are Wikimedia Commons, The Library of Congress, and Public Domain Review.
Licenses vary, so be sure to follow their guidelines, especially when attribution is part of the terms. I like to ask myself, “Am I benefiting from the use of another individual’s creative work? If the answer is yes, which it usually is, how can I credit the artist to the best of my ability?
A lot of companies that sustain a design team have subscriptions to stock photo sites. Most images on these websites are royalty-free with commercial use terms, but it does occur that images are available for use for editorial purposes only.
Show your logo, strengthen your story.
Your logo is often the first thing your potential clients see. There’s so much to say in that one artistic graphic; communicating key messages, ideas, and concepts with symbols, colors, and text.
“A brand is more than the logo, but is created through extensive research to hone in on the persona that the brand represents. The logo emblem often has symbology embedded within to represent what or how a business wants to be portrayed. Fonts, colors and patterns add to this unspoken voice of the brand. Everything should have a reason for being part of the brand and nothing should be added “just to fill the space” of each piece.” —Austin Record, Hyve Marketing Creative Director
It makes sense to include your logo in your marketing materials. Companies often have multiple versions of their logo for a variety of purposes. When incorporating it into your piece, several considerations should be taken into account. Among these are:
Pro tip: Make sure the picture resolution is at least 300 DPI, which is crucial for images used in printed materials—
Pro tip continued: whereas lower resolution, often 96 or 72 DPI, is best used in digital designs and for placing in your email signature.
A solid background is, in many cases, white or a neutral color. This is ideal for creating a square or rectangular shape of the entire logo, and perfect for placing on any color designs of a piece.
A transparent background is a good choice when you want your logo to have no background, allowing the logo to appear as if it is floating on the page.
Often, there is a need for a reversed color scheme, in which the colors of your logo are opposite, usually in lighter shades, perfect for placing on a contrasting darker background.
Perfecting Your Logo Placement
There are several ways to add a finished touch to your logo. Occasionally, a refined edge is needed. When that is necessary, you can define the thickness of the edge, although from my experience, a very thin, fine line seems to add a more sophisticated look than a thicker, bolder line with logos.
If you do decide to add an outline to your logo, contemplate whether the corners look better sharp, rounded, or decorative. Care should be taken with decorative corners, as they tend to be distracting. Ideally, the less you change any details with the placement of your logo, the better.
One noteworthy bit of info is, if you would like to place another company’s logo, say the venue’s logo, proceed with caution. The safest and most direct approach is to get explicit written permission from the logo owner. The company may opt to provide you with specific rules for using its logo, such as its size, placement, and color.
As previously mentioned in our previous article, “A Picture Is Just A Picture, Right?” logos and images prepared for digital use are not high enough in quality to use for printing.
Feel free to reach out.
In keeping with TargetLeads’ dedication and commitment, making “each and every one of us thrive”, reach out to your Marketing Consultant with any questions or to bounce ideas off of. Our Creative Team is readily available during all of our business hours and is happy to offer guidance as well.
Sources:
Bonnie J Heath Photography, “5 Ways to Use a Professional Headshot in Marketing”, Updated: Oct 7, 2021, https://www.bonniejheath.com/post/5-ways-to-use-a-professional-headshot-in-marketing, accessed 2 December 2025
Postnet, a Fortidia Company, “Copyrighted Images & Print Marketing: What You Need to Know”, November 21, 2024, https://www.postnet.com/blog/copyright-images-print-marketing/, accessed 3 December 2025
Harvard Biomedical Data Management, Longwood Research Data Management, “Intellectual Property”, https://datamanagement.hms.harvard.edu/share-publish/intellectual-property, accessed 4 December 2025
Forbes, “More Than Just A Logo: The Essence Of A Brand And Why It’s So Important”, Trey Robinson, December 27 2023, https://www.forbes.com/councils/forbesagencycouncil/2023/12/27/more-than-just-a-logo-theessence-of-a-brand-and-why-its-so-important/, accessed 4 December 2025
Design Powers, “5 Things Your Logo Should Say About Your Business”, https://designpowers.com/blog/small-business-logo-design, accessed 5 December 2025
Hyve Marketing, “Beyond the Headshot: The Power of Personal Branding Photography”, July 20, 2025, https://hyvemarketing.com/2025/07/20/beyond-the-headshot-the-power-of-personal-branding-photography/, accessed 9 December 2025
Images provided by Adobe Stock Photos and TargetLeads Creative team.