The best arts marketing postcards deliver a clear, simple message, but often get there by a complex route through "hot" and "cold" opportunities. Because of its compact, convenient size, the postcard works both as an emotional trigger (hot) to get a patron to ACT NOW, and as a persuasive argument (cold) in favor of inviting others to come along too. That is, readers of an effective arts marketing postcard will say, "Ooh, look at this!" when they see it, and will say, "Here, look at this." when they discuss it with friends and family. Knowing that readers will save a good postcard to show others often tempts designers to cram too much in or attempt to create a portfolio piece, and good marketers will resist those temptations. Postcards should whet the appetite, not offer a 5-course meal. This week, we'll look at three cards that use collages to tell a story.

Continued in the August 23 edition of Arty Face.