Ever wondered what makes a good flyer design? I recently came across a post on a social media group about a ‘suspicious’ flyer that someone had received through their letterbox.
Basically the flyer was advertising someone who was looking to do odd jobs for people, like tidying the garden, shopping, dog walking etc.
Sounds innocent, so why was the receiver worried that this person was going to barge into their home and rob them blind? To sum it up it just wasn’t professional enough and lacked information. This led me to thinking about what makes a professional flyer design or leaflet design work
1. The right contact details and call to action
On this particular flyer design there was no address, no email, no website / social media page and not even a full name. All they provided as a contact was a mobile number.
People want to check you out before they call you, they want to look at your website or your Facebook business page, See reviews and find out more about your services. A call to action is essential. Don’t just write a telephone number – if you can add something like ‘For more information see our website…
or to book your appointment call…
2. Copy – Keep it brief!
I have lost count of the amount of times I have had to turn to clients and say you have too much text on this flyer or leaflet. You could have a great flyer design but if your message is too long and you’ve crammed so much information onto it, your audience will get bored and not bother reading it. If you think they need more information – direct them too your website.
3. Great headline
Think about the headline – it should be engaging and give your customer a good idea on what you do. It should be an exciting introduction.
4. Use bullet points.
Bullet points are a great way to cut down on text. They are easy to read, are punchy and get the message across quickly. Customers scan leaflets and flyers, they don’t always read massive chunks of text. This is the same with press advertising as well.
5. Use appropriate typefaces for your flyer design.
This should be something your designer will recommend to you when they are producing the design. You may have brand guidelines to follow with specific typefaces or the designer will pick up on what typefaces work with your logo, they must be clear and easy to read, if you have a logo with a script typeface don’t use this in your body copy – the designer should find a typeface that can work well the logo. I have done this hear with these two examples.
These flyers below both use a script font but we have a nice san serif easy to read typeface for the main body of copy.
Its well known that designers frown against using certain typefaces. Comic sans, brush script and system fonts like Calibri, Myriad and Times New Roman are just seen as lazy with no thought put into the design. The wrong typeface can change the meaning of a sentence. You wouldn’t see a financial company using comic sans as professional.
6. Relevant imagery.
If you have appropriate imagery that you can use, make sure you send these to the designer. They should be high resolution images and definitely not taken straight from Google. Most images have copyright.
If you don’t have any imagery then a good designer should be able to choose good stock photography that’s appropriate for the message you are trying to convey. This flyer design I recently designed uses stock photography. All my flyers / leaflet estimates include stock photography so there are no extra fees to pay for images.
7. Great colour palette – that’s on brand!
If you have a colour palette you use for your brand then try to stick with it! It will create synergy between all your collateral. If not then choose bold colours that will stand out and create impact.
On these flyers the logo is black and grey, I introduced a third colour to highlight offers and important information.
8. Double sided or single sided flyers?
It doesn’t cost much more to print double sided so why not use that space? Its just wasted if you leave it blank. It also saves you cramming far too much information on one side meaning the flyer design will look cleaner and will be easier to read.
9. Most flyers have no VAT on printing.Did you know that the majority of flyers or leaflets are zero rated for print? Annoys me when I see companies instantly adding VAT to ALL their leaflet prices because the majority of them are exempt. Yes there are exceptions, areas that need to be filled in will mean you have to pay vat on the printing price or the thickness of stock or if you have a voucher
Here’s a link on the current guidelines
10. Great Overall design!
The quality of the flyer design instantly says something about the quality of a product or service – FACT!
An unprofessional looking leaflet instantly signifies an unprofessional service or product. And this is the case with all design for business.
So think before you opt for a cheap option just to save a bit of money. Don’t just go for a cheap online design that won’t be on brand and will just look poor. I see a lot of business owners create their own leaflets in word, publisher or powerpoint just to save some money. The majority of them will look poor and won’t look professional. It will instantly have a negative effect on what you are trying to promote – think about the reaction I talked about at the beginning of this post thinking it was suspicious and a scam.
A well designed leaflet as with all design for your business should be seen as an investment. It will create more interest in your business and portray you as a serious professional business.
If you’d like to see what a great designed flyer or leaflet can do for your business, please contact me on email@example.com