After twenty-odd years of designing [leans back in chair, puffs on pipe], I can honestly say there’s nothing more satisfying than creating a form that actually converts. There’s something magical about leading someone through a decision process — that moment where design quietly drives action.
I could talk about behavioural economics (and I will), but if I had to pick one overarching principle it would be this: Keep It Simple, Stupid. Or, in Steve Krug’s immortal words — Don’t make me think.
People don’t love forms — so stop making them harder
If you’re still reading, you probably share my strange affection for a good form. But we have to assume most people don’t. They’re time-poor, distracted, and only hanging on because they care about the cause.
If that emotional connection is strong, they’ll fight through friction. If it’s weak, they’ll drop out the second things get confusing. Every extra choice adds cognitive load. When someone hesitates, their brain politely says, “Let’s deal with this later.” That’s why “tap to donate” works so well — one clear action, no questions asked.
Ways to apply “Keep It Simple”
Number the steps. “Step 1, Step 2, Step 3” feels simpler, even when it isn’t.
Include a pen. Old trick, still works. It removes a micro-barrier (“where’s my pen?”). Even if they don’t use it, it feels easier.
Set price points. Suggested donations reduce decision effort. A few well-placed tick boxes beat a blank field any day.
Remove unnecessary options. Do you really need both cash and regular giving on one form? Could you version it by audience?
My top tips for designing forms that work
1. KISS. Yes, again. Simplicity always wins.
2. Keep it accessible. Don’t shrink text to fit everything in. It might look fine on screen, but test it properly —
print it out, fill it in, or better yet, get someone from your target audience to do it. You’ll quickly see where it fails.
3. Think about paper. If it’s meant to be written on, use uncoated stock. Coated paper might look smart, but it’s a nightmare for ballpoint pens.
4. Use QR codes wisely. Everyone knows how to scan them now. Use UTM tracking to identify which code or audience drove the response. Different QR codes for letters, inserts, or lift pieces give you real insight.
5. Colour and structure. A good form should work in black and white. That proves the layout is doing the heavy lifting. Then add colour selectively to guide the eye.
6. Format matters. Tear-off panel? Full-page form? It depends on ROI. Personally, I like a tear-off that keeps the narrative connected — letter to form, story to action. But keep it small and direct; longer forms nearly always perform worse.
7. Gift Aid. It’s a beast, I know. Once a supporter confirms GA, make it variable so the form looks cleaner.
8. Positive messaging. Frame it as action: “YES! I’ll support this cause and help make X happen.” It shifts the supporter from passive donor to active participant.
9. Don’t forget the back. If you’re paying for print, use the reverse intelligently — shopping list, other ways to give, a short case study, or (if budgets are tight) nothing at all. A blank back saves ink, at least.
The bottom line
If you want your response form to work, strip it back. Remove every piece of “nice-to-have” content someone begged to include. Stay single-minded about what you’re asking for.
We’ve applied the same principles across all sorts of direct mail and fundraising work — from accreditation designs for Respect to full DM packs for charities [link].
Keep it simple. Make it human. Then watch it convert.