A guest post by Alistair Boughton on behalf of Booklet Printing.

A well-designed flyer can provide a great marketing tool. Imaginative and compelling design, combined with efficient, targeted distribution, can make Flyers a cheap but effective element of a marketing campaign. Despite the emergence of e-mailers, mobile apps and other new media forms of communication, flyer design remains a useful skill. Below are a few tips aimed at designers who are new to creating Flyers:

1. Decide on your ‘creative concept’
The creative concept is the main theme that will flow throughout your publicity campaign. It must balance the need to catch the attention of viewers with that of promoting/selling your product/show/idea.

2. Make it eye catching
People are bombarded with advertising – so you need to ensure that your design leaves an impression

  • Analyse your competitors’ efforts, and identify what sticks out and makes you focus on that particular design.
  • If you are promoting a recognizable product/event/service, then a prominent photo of the topic is a good way to start.
  • Another technique is to parody or play-on the theme of a well known, successful advertising campaign. (Be careful to respect the Intellectual Property of others – when using pictures for example, you must seek permission from the owner.)
  • Simplicity. It is always better to choose simple designs for your flyer, as complex illustrations can make your flyer design look too busy.

3. Emphasize the selling points of your product
Identify what sets your product/event/service apart, often called Unique Selling Points (USP’s)

  • A well known brand that will sell itself?
  • Separate the features from benefits and focus on the latter
  • Offers something new/niche/original?

4. Wording is key
It’s all too easy to overload a flyer with information. People typically have very short attention spans, thus a word heavy flyer may put people off reading it.

  • Try to express selling points concisely
  • Use imaginative, exciting, punchy, catchy language
  • Phrase your message using “you” opposed to I or we. People want know what the flyer is offering THEM
  • Create a “call to action” – persuasive words that hook the interest of readers. These can be as simple as “Order It Now” or “Call Today”, or alternatively a provocative headline/question may also be successful

5. Create a Professional Impression
Font choice

  • Try limit the number of font types used to 2
  • Use easily readable font-types for critical information (telephone numbers / web address / etc)
  • Limit the number of logo’s displayed
  • Avoid using all capitals, as these can be difficult to read

Layout

Give consideration to the printing process – e.g. leave bleed space (don’t place text or vital information too close to the edges of the design as these may be omitted during the printing process)

Proofing

  • Ensure that at least a couple of people proofread the text
  • Try to arrange a proof from your printer – they will produce a 1:1 copy of the final product. This is particularly important as the colour gamut displayed on your monitor varies considerably from that of printing presses.

Paper Choice

  • Choose your stock carefully – paper weight/density / paper size / after-effects such as gloss laminate
  • Heavier weight, finished/coated paper can help to achieve more “up scale” aesthetics

6. Make sure you communicate with your supplier/printer

  • Identify what your printer needs of you – colour scales (RGB/CMYK) / file types
  • Familiarize yourself with the dialogue your printer may use in correspondence
  • Gain estimates for the lead-time – checking files (proofing), creating plates, printing, and delivery
  • Take feedback from your printer (e.g will colours reproduce as you intended)

7. Allow yourself ample time for the design process!

  • Give yourself at least 2-3 weeks before the flyers need to be distributed
  • Account for at least a couple of proofs

8. Example Design
The following design has proved popular with our estate-agent customers. It is a simple use of a property related library Image, which instantly conveys the desired message, whilst also being easily adaptable for different customers.

flyer design

Key Points:
1) The typography is clear and modern.
2) The layout is simple and uncluttered.
3) It can be colour coded to the estate agent to reinforce their brand.
4) It is a generic concept that appeals to all, and requires no previous knowledge or brand awareness.
5) The design suits a mailing card/flyer format as it communicates the purpose of the postcard at first glance.

Article Submitted by Alistair Boughton on behalf of Booklet Printing