Question 1

What is direct response design (DRD)?

Accepted Answer

Direct response design (DRD) is the discipline that builds graphic materials to produce a measurable action: a phone call, a quote request, a coupon brought back to the register. Every visual choice, from the fonts to the hierarchy of the page, exists to get the sales copy read and to carry the reader toward that action. In Italy the discipline was introduced by Davide Filippini, founder of Keryx Design.

Question 2

What's the difference between a direct response designer and a regular graphic designer?

Accepted Answer

A traditional graphic designer is judged on how the work looks: if people like it, it succeeded. A direct response designer is judged on what the work produces: phone calls, completed forms, sales. The method changes too: first they study the sales copy and the person who will read it, then they design the graphics to serve both. Afterward they measure the response, so the next piece gets better.

Question 3

Who was the first direct response designer in Italy?

Accepted Answer

Davide Filippini, founder of Keryx Design, was the first to practice Direct Response Design as a standalone discipline in Italy, with the founding of designarispostadiretta.it. He has 13 years in graphic design, 9 of them in direct response: for three years he led the design department of one of Italy&#x27;s largest direct marketing companies, signing over 400 campaigns across print and digital. He completed Lori Haller&#x27;s Direct Response Design program. His story: about Davide.

Question 4

Why doesn't my brochure or catalog bring in clients?

Accepted Answer

Almost always for two reasons. First: it talks about you (company history, values, full product range), while the customer is looking for the solution to a problem of their own. Second: when the reading is over, the reader is left with no step to take. It&#x27;s missing a concrete offer, a clear invitation to contact you, and a real reason to do it now. A brochure that brings in clients is designed starting from the final action, working backward. How we build them: company brochures and catalogs.

Question 5

I paid thousands of euros for a beautiful website that doesn't sell: where did I go wrong?

Accepted Answer

In all likelihood, the site was designed to please: the designer, and you as you approved it. Visitors are looking for something else: the answer to a problem of theirs, a reason to trust you, a simple step to take. The typical symptoms: a vague headline, no offer, no clear invitation to contact you. It can often be fixed without a full rebuild, but the diagnosis comes first.

Question 6

How do I prepare materials for a B2B trade show so they generate leads?

Accepted Answer

Trade show material has a single job: getting you contacted again once the show is over. You need three things: a piece the visitor wants to keep, an offer with a real deadline, and a reason to leave you their contact information at the booth. A trifold brochure designed this way by Keryx Design generated 37 qualified inquiries from B2B companies.

Question 7

What is a magalog?

Accepted Answer

A magalog is a printed sales piece that takes the form of a magazine: articles, columns, images, and editorial layout. Readers browse it as content and drop the defenses they raise against advertising, while every page moves them toward an offer. It works well for products and services that need explaining, where a single ad page is too little. Keryx Design builds them from copy to press: magalog service.

Question 8

How much does it cost to have a magalog designed?

Accepted Answer

Magalog layout, if you bring the copy already written, starts at €2,490 (VAT excluded, an indicative price that rises with page count and complexity). If you also want the sales copy written by us, the full version starts at €3,490. Printing is always separate, at the print shop. Turnaround: 10-14 business days. The details are on the magalog service page.

Question 9

I'm a copywriter: who can design my sales letter without wrecking the copy?

Accepted Answer

It happens all the time: the copywriter delivers a strong piece and the designer "beautifies" it until it goes flat. You need a designer who comes from copy. Davide Filippini was a copywriter before he was a designer: he reads the sales letter the way its author would, so emphasis, rhythm, and underlines stay where they belong, and the design adds readability and eye flow. Several Italian copywriters trust Keryx Design with their clients&#x27; materials. The service: print materials.

Question 10

How should a book be designed so it brings you clients?

Accepted Answer

A book that brings clients is designed as an acquisition tool, from the table of contents to the back cover. Three requirements: a cover that promises a specific benefit to a specific reader; readable interiors that carry people to the last page; paths to you inside the text (invitations, QR codes, a dedicated page). One independent book designed by Keryx Design sold 600 copies with no publishing house behind it. How we work on books: books.

Question 11

Can design really change the conversion of a piece that's already well written?

Accepted Answer

Yes, measurably. The same copy, laid out two different ways, gets different responses: design decides whether the piece gets read, in what order, and with how much effort. Headline hierarchy, body type size, contrast, placement of the offer: each element moves the response rate. That&#x27;s why at Keryx Design every design choice is justified by readability and verified against results.

Question 12

How much does a professional designer cost?

Accepted Answer

There is no single rate, and serious professionals quote by project: you pay for a defined result, with revisions and files included, and you know the number before work starts. As a reference, with Keryx Design simple print pieces start at 170 euros, a professional logo at 700 euros, a website at 2,400 euros. The right number depends on what the material has to produce: always ask that, along with what is included. Our method: how we work.

Question 13

How much does a well-made company brochure cost?

Accepted Answer

For single pieces, Keryx Design prices start at 170 euros for a business card and at 280-330 euros for flyers and postcards. For brochures and catalogs the price depends on page count and goal: introducing the company takes less work than a piece designed to generate leads, where you need an offer, a structure and proof. For an exact number on your case: company brochures and catalogs.

Question 14

How much does a professional logo cost?

Accepted Answer

A professional logo with Keryx Design starts from €700. The figure covers the study of where the logo will live (signage, van, label, website), the proposals, the revisions and the delivery of vector files with the source files. A good logo is judged on the work it does: readable from a distance, recognizable when small, printable even in a single color. Real examples: portfolio.

Question 15

How much does a professional website cost?

Accepted Answer

A professional website with Keryx Design starts at 2,400 euros. The price depends on the number of pages, on who writes the copy, and on the goal: an institutional showcase takes less work than a site that has to generate quote requests every week. Before you gather quotes, clarify what the site has to do: it changes everything, price included. To talk it through: contact.

Question 16

How much does it cost to design and publish a book?

Accepted Answer

Keryx Design packages for publishing a book start at 2,400 euros and include interior layout, cover design and publication on Amazon KDP. The price varies with page count and complexity: images, tables, notes. With Amazon&#x27;s print on demand the book is printed when someone orders it, so the warehouse disappears from the costs. All the details: books.

Question 17

Should I hire a freelance designer or an agency?

Accepted Answer

The people matter more than the sign on the door. An agency puts more skills under one roof and can carry large projects; you also pay for the structure, and the work passes through several hands. With a freelancer or a small studio, you talk directly with the person doing the work. The deciding criterion is specialization in the result you need. Keryx Design is an independent studio: from brief to delivery, Davide Filippini handles the project personally. About us.

Question 18

How do I brief a designer? What do they need to know before starting?

Accepted Answer

Four things, even on a single page:

Question 19

What files should I receive at the end of a design job?

Accepted Answer

Three things: the print-ready PDF (with bleeds and crop marks), the vector files for logos and marks, and the open source files (InDesign, Illustrator), which you&#x27;ll need for future edits with any professional. Ask before signing the quote, because many studios withhold the source files. Keryx Design always delivers them: the work you paid for is yours. What every delivery includes: print materials.

Question 20

How long does a brochure, a logo or a website take?

Accepted Answer

With Keryx Design, typical timelines run below the industry average: 3-4 business days for flyers and inserts, 3-5 for a landing page, 5-7 for a sales letter, 10-14 for a magalog. The reason is a structured workflow: a complete brief before starting, scheduled revisions. For logos, larger brochures and websites, the date is set in the quote, in writing. The variable that stretches timelines is still the client&#x27;s material: copy, photos and answers that arrive late. The step-by-step process: how we work.

Question 21

Why do designers' quotes vary so much?

Accepted Answer

Because different crafts live under the word "design." There is the person who executes (takes your copy and puts it on the page) and the person who designs: studies your customer, proposes the strategy of the piece, measures the result. Experience, process and scope of delivery all change: revisions, source files, support with the print shop. Before you compare the numbers, compare what they include.

Question 22

Do I still need a designer with AI and Canva?

Accepted Answer

For a nice social post or the flyer for the neighborhood fair, Canva is enough and you&#x27;re right to use it. The problem starts when the piece has to bring in customers: that&#x27;s where decisions the tool leaves to you take over. What to highlight, which offer to make, in what order your specific customer should read the information. Now that anyone can produce pleasant graphics in ten minutes, the difference lies in the thinking behind the page. See the difference for yourself: portfolio.

Question 23

How do I know before paying whether a designer can sell or just "make things look nice"?

Accepted Answer

Three signals. They ask questions about your customer before talking about style. They show you cases with numbers (responses, leads, sales) and can explain why they worked. They talk about readability and offers, alongside aesthetics. Then ask one simple question: "how do we measure whether it worked?". Someone who sells results has an answer ready; someone who sells aesthetics changes the subject. What Keryx Design clients say: testimonials.

Question 24

How does getting started with Keryx Design work?

Accepted Answer

The first step is the feasibility analysis: for $147 we examine your material and your goal and tell you in writing what we would do, at what cost and with what realistic expectations. If the project goes ahead, the $147 is credited toward the deposit. If the project holds up, we tell you, and if it&#x27;s better to walk away, we tell you that too: either way, the recommendations are yours to keep. How it works: feasibility analysis.

Question 25

Communication agency or direct response specialist: which one suits an SMB?

Accepted Answer

It depends on what the budget has to produce. A communication agency handles coordinated identity, presence on the channels, awareness: it is what you need when the problem is getting known and staying consistent. A direct response specialist like Keryx Design builds materials that have to generate measurable leads and sales: it is what you need when every euro spent has to come back with a number attached. For an SMB on a limited budget, measurability usually comes first. The test, explained: what DRD is.

Question 26

Does direct response design work for local businesses too?

Accepted Answer

Yes, and it&#x27;s the field where results show up fastest: coupons brought back to the register, bookings made with a code, phone calls. A printed invitation Keryx Design created for a bar earned an 11.14% response rate, measured piece by piece. For restaurants, gyms, and professional practices the principle is identical: a clear offer, an invitation to respond, and a way to count the responses. The full case: case studies.

Question 27

Do you work in English or with clients outside Italy?

Accepted Answer

Yes. Keryx Design works fully remotely, in English and Italian, with clients in Italy and abroad. Briefs and revisions happen over video calls, files are delivered digitally, and for printing we work with the print shop you prefer, or help you choose one near you. To tell us about your project: contact us.

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