Every flyer should have a purpose. Whether it’s promoting an upcoming event or advertising your business, product or services.
Designing a leaflet can be a lot of fun but there are some basic and common mistakes that can impact your flyer greatly
Our design team have come up with this top 10 list of essential features every leaflet must have:
You have worked hard and probably spent a fair bit of cash creating a logo, choosing colours and a generally creating the ‘feel’ of your business. Why would you abandon your branding it at a time you need it most?
Take a look at some big brands. Virgin adverts and promo gear is always red, Sainsbury’s ads always have a hint of orange in them, Morrison’s stick with sunshine yellow and so on. They do this for one reason: it is how people recognise their brands and how they differentiate themselves from others.
Your leaflet should dovetail with your brand, using the same logo and colour palette.
Confusing, isn’t it?! We’ve just said use your branding but now we are saying create something different…
The principle is that every flyer has a purpose and in most cases, each purpose is different. The design of the flyer should meet these different purposes.
It also stops advertising and promotional campaigns become stagnant. There is a fine line between people recognising your logo and brand, and being bombarded with the same advert, leaflet, flyer, poster etc. time and time again.
The glaringly obvious details are easy to miss when designing a leaflet. Most designers start out by making a list of the detail that MUST be included, followed by a separate list of details that COULD be included if there is space, deemed necessary or fits with the content.
Do you need event details such as date, time, venue and so on? Or is it about buying tickets online or registering interest in an event?
Just as every leaflet has a purpose, every leaflet has an audience. Knowing who is this audience is will impact on how the content of the leaflet is written.
Put yourself in the shoes of your customers – what is it this leaflet needs to convey? Is the prime information obvious?
The content must relate to people. Forget ‘academic speak’, use ‘you’ and ‘your’ through the leaflet. This personalises the content and shows people that you have them and their interests at heart.
Written content should be at a minimum, with well-chosen and well-structured sentences, headings and sub-headings impacting the information you want your leaflets and flyers to give your customers.
But it needs to be laid out well and this means the right spacing, and clever use of ‘white’ or empty space. Our design team can help – why not give us a call?
Images are the supporting actor on the leaflet, emphasising the purpose of the leaflet and supporting the content. Images need to be appropriate, clear, relevent and of high-quality.
It may be that in exchange for deleting a whole paragraph, you could have an image that says it all. Remember, if everything on your leaflet is high contrast, nothing stands out.
Our world is busy, and our vision is crowded with all kinds of competing adverts and promotions.
Our attention span for any leaflet or advertising tool is short – less than four seconds. Too much text, too many images all make for a chaotic leaflet, the message of which is not immediately obvious.
And this is why choosing a title that immediately says what it is all about is simply essential, but an often-forgotten addition of a leaflet or flyer.
You have caught the attention of your audience with a great title. The images are powerful but is the content up to scratch?
With great copywriting, your leaflet will deliver the message that it needs to. And this is the power of persuasion.
What is it you want your target audience to do by the time they have read the leaflet?
And that leads us nicely on to our final point: what is it that the customer needs to do now?
Is it contact you for more details, or do they need to buy the product today and online? Or do they need to come in store with the leaflet for a 20% discount by Thursday?
James Birch is the sales and marketing manager at Colour Graphics. He is an expert in quality printed marketing materials
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