https://leafletdesignprint.wordpress.com/2014/10/03/leaflet-design-tips/#more-3
#1. Your leaflet is only as good as your creative brief
Every good leaflet starts with a well thought out brief that details the objectives the leaflet needs to achieve. Before creating a leaflet you need to consider all of these essential areas:
- Where will you display or distribute you leaflets?
- What size leaflet will best fit your needs?
- What do you want to achieve with your leaflet? What is the point of it?
- Audience – who will your leaflet be aimed at?
- What do you want your leaflet viewer to do?
- What will be the main Call To Actions so that it’s clear how your audience can take things further?
#2 AIDA: Attention, Interest, Desire, Action
AIDA is a popular acronym used in marketing that describes a common list of events that should occur when a someone engages with effective marketing material. It is definitely worth bearing in mind when getting together headlines, body text & imagery for a leaflet.
A – Attention (Awareness):
which implies you need to attract the attention of your audience. What will appeal to them?
I – Interest:
to raise customer interest by focusing on and demonstrating advantages and benefits, in addition to features.
D – Desire:
convince your audience that what you are offering is of interest to them and they should keep your leaflet.
A – Action:
lead customers towards taking action and doing something. So make sure your leaflet follows the AIDA formula!
#3. Making a good first impression…
There’s a lot of competition in promoting something these days and it’s therefore imperative that you make a good first impression with your leaflet. There will be other leaflets on the shelf next to yours and you have to compete for the viewer's attention to grab yours. To make a good first impression – there are 2 facets of it – design quality & grabbing attention with a good headline and/or hero image.
#4. Why Design Quality Matters
Firstly – the design quality (look & feel) – instantly signifies the quality of a product or service. An unprofessional looking leaflet instantly signifies an unprofessional service/business/product being promoted in the leaflet. Cheap, poorly produced leaflets quickly get thrown in the bin as we just instinctively know, through the poor quality design that it’s not a professional and trust-worthy/reputable service we are likely to use. Therefore you must carefully consider elements like paper stock and production.
#5. Interesting & Engaging Content
As well as the look or the design, the leaflet also needs to have substance – and this substance comes through wise choice of text and imagery, which is chosen to match your communication objectives and appeal to your intended target audience.
Leaflet Text – Consider what is really going to be of interest to your audience? As ever when presenting text, remember less is always more, as too much info, and a leaflet that is too text dense – just doesn’t look as inviting to read and can put people off. You need to convey your messages with immediacy, brevity and clarity. The copy should not be in bulky paragraphs, you need short, sharp statements, bullet points and bold headings.
Leaflet Imagery – We’ve all heard the saying “pictures tell a thousand words”, and with the small space we have on a leaflet – the use of images are a great way to promote your information in a small space. As we do not want to overwhelm the reader with too much text copy in your leaflet; the idea is to wet the appetite. And nicely taken (professionally if possible), images are a great way to catch attention and break up your text. Pictures are key to instantly making your audience aware of exactly what it is your leaflet is about within seconds and affecting that all important decision – whether to actually pick up and read your leaflet. So use images that reinforce your services and are relevant to the text so they attract the right audience.
#6. Call to Action
A Call to Action is the means by which a viewer will take further action upon seeing your leaflet (such as visit a website, or call a phone number) – and every leaflet should have a call to action.
#7. Proof your leaflet. And again.
Nothing says amateur like spelling mistakes; it might seem obvious but copy checking should be standard for anything going out to the public – so don’t be afraid to proof your leaflet a couple of times, or even better get someone else to help you with it as they will look at it with fresh eyes.
#8. Printing & Papers
Once you have the design sorted, and everything is looking great and reading well – you need to get it printed. You need to think about the paper to be printed on. What finish will fit the design approach? Silk? Gloss? Matt/Uncoated stock? What paper weight? Bearing in mind that heavier paper costs more, but could signify better quality, but would also make a batch of say 5000 leaflets weigh a lot more (if delivering by hand). Also does it matter if your leaflets flop in the hand or when stood up? Do you need sturdy paper? These are all design elements that need to be carefully considered.
Other areas to consider:
Core colour palette: Use of colour a is great way to attract people but stick to a core colour palette – which compliments the information – but also gives a distinctive look to the leaflet to help it stand out.
Relevant Fonts: With regards to fonts – consider how you want the font to make the leaflet appear, weather that look is stylish, elegant, quality, understated, refined, funky, cutting edge….you get the picture! Don't go over the top with different fonts. Only use 1 or 2 font families – so the leaflet doesn’t look like a dog’s dinner and to help with creating a distinctive visual style.
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