We wanted to create a bi-fold mailer that has a “decorating with color” theme to show off category and style selection with a unifying theme. We wanted to use this mailer to see whether themes, like color or style, can perform well. This mailer also had more content and tips (e.g. editor picks, tips for decorating with color, etc). We used copy and imagery to communicate selection. Our goal was to see whether a bold type design drives people to site better than more neutral, less polarizing designs (like our previous mailers).