Simple and straight forward does the direct-marketing trick for this 100-year-old organization for the visually impaired.

By Margaret Guellich

Final thoughts
One addition that could add to the appeal would be underlining — but not much. That type of break — along with the use of italics — helps move the reader along. But caution must be taken with a letter as simple, easy and straightforward as this. Use font treatments to enhance — rather than compromise — the tone!