The secrets to effective direct mail design are attention-grabbing visuals and a clear, enticing message. This introduction of Hewlett-Packard’s new PhotoSmart System to consumers was intended for those new to digital photography. The PhotoSmart System is positioned as a simple, all-in one system that offers plug and play ease. Take professional-quality photos, then create your own photo prints — all without a large investment or prior training. This irresistable offer, supported by retailer co-op full-page ads in regional newspapers, proved to be a highly successful Christmas Season roll-out.