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By their nature, TransPromo applications have several unique requirements. One key requirement is in managing the placement of form content. White space management, also known as white space marketing, is a term used to refer to application design techniques that maximise the placement and effectiveness of content on a form.
While many VDP software vendors are riding on the TransPromo wave and claim their software can create TransPromo applications, few can actually deliver on this promise. Generally speaking, VDP products that use page layout software (e.g. QuarkXPress or InDesign), or PDF form-based templates for composition can't offer the tight level of control required to manage white space on the form. Whereas solutions that use their own composition engine, including GMC PrintNet, Exstream Dialog, EMC xPression and Group 1 DOC1 can offer white space management features, as they are aware of the exact location of content on the form.
Consumers read different parts of bills and statements with varying levels of detail, so correct placement of marketing messages is critical in maximising the effectiveness of these messages. There are several different techniques used in white space management, namely basic, reverse, fixed frame, contextual and cost leveraged. Depending on what you are trying to achieve from your TransPromo marketing content will decide on which technique you should apply. If you want to learn more, Scott Draeger has put together an excellent whitepaper which explains these different white space management techniques, which you can download from http://tinyurl.com/5gsb5y
Posted on Friday, 4 July 2008 at 12:23 PM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/160