What a leaflet should include

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Be focused on your purpose. Be focused on your audience. Then speak to them. The impactful title. Give the necessary details. Space is essential to good design. Useful imagery. Be Persuasive. The CTA. It is also important to remember when designing for printing leaflets that you save your file in CMYK format as RGB is used for computer screens. Call to Action: Finally, it is important that your leaflet has a clear call to action.

A call to action is what you will be using to encourage further action from your customer. So whether you have delivered leaflets via a door-to-door mail drop, trade show or through your own business premises, it is important that there is a clear call to action that will help you measure the success of your leaflet.

This call to action can take place in many formats including:. Before you get ready to open up Paint you know who you are or Photoshop to start designing your next great leaflet that is going to have the customers knocking your door down just remember these five tips and check if your leaflet includes them. For more information on how to design a leaflet for printing, check out our support page which has more tips and advice to point you in the right direction.

Visit our template section to download some leaflet templates to get you started. To get an idea of how you are doing with your leaflet designs, why not share your latest leaflet designs with us on Facebook and Twitter and we will let you know what we think.

Colour is also important to consider […]. The actual design and content is usually the first thing we consider and then it is a case of deciding on colours and […]. Designing a flyer is much more than just deciding on what colour, image or text to use.

She says colour needs careful consideration in order for the leaflet to achieve its purpose, which makes it vital to use colours people can associate with your company. Customers can easily become immune to identical images which they are exposed to day in day out, meaning your advertising becomes stagnant and ineffective.

Keeping within your brand, experiment with different leaflet layouts and wording to put a fresh spin on your promotions that keeps customers engaged. You can even try a variety of leaflet designs for the same event or offer to advertise different aspects, and make each customer think every time they see it. The images below have been used across their print advertising and online efforts which reinforces their branding and creates a huge impact!

Designer Joshua Johnson from Design Shack swears a leaflet needs to include the magic three; who, where and when as a minimum for any effective leaflet. Think about what the leaflet is trying to achieve and use this as a basis to plan the information. Where do you want your readers to go next? Do you want them to give you a call, visit your site or drop into your shop?

Avoid paragraphs and paragraphs of text but keep your sentences short, concise and informative. An easy way to do this is to write a list in order of importance for each factor you need to include.

This could follow the process of:. Simply put the most important information in a larger font, such as the name of the event or the purpose of your offer and stagger the sizes of text down through your list.

This is a sure-fire way to ensure all information is included and presented in a clean, attention grabbing manner. This leaflet example does exactly that! Once you've utilised headlines and subheadings to capture the attention of your audience and keep them interested throughout your leaflet, you need to think of ways to create a desire for your product s or service s.

One of the best ways to do this is by utilising high-quality imagery that will strike a chord with your target audience.

To do this, you need to know exactly what your target audience desires if you followed point 2 of this guide, you should have a good idea of this. Let's take a look at another page from the CPD leaflet mentioned in the previous point.

You'll notice that on this page, there is an image of a happy woman and her dog. There is also a quote from the woman. As the leaflet is essentially advertising courses at the Royal Veterinary College, it's likely that this image will help to create a desire amongst the leaflets target audience i.

It shows a woman enjoying the course alongside a quote praising the course and tutors. It's likely that readers of the leaflet are looking to find a course that offers exactly what the woman in the image is portraying thus creating desire. Another example of imagery being used to create desire is in the leaflet from Foodland above. This was a leaflet showcasing some of the best Spring recipes and as you can see, beautiful imagery of the food is used to create desire.

The food looks so appetising that readers are likely going to want to create the recipe for themselves. One thing to note is that although images are great for creating desire, you should use them sparingly. Don't force too many images into your leaflet and never use low-quality images. Often, when it comes to designing a leaflet, it can be tempting to utilise an overly complex and hard-to-decipher font.

When you're designing your leaflet on a computer screen, these fonts can often look great as usually, your design will appear larger on a computer screen than it will on the finished produced.

However , it's important to remember that using a professional and highly-readable font is exceptionally important when it comes to leaflets. Not only will an overly-flamboyant font present an unprofessional image, but it will also make things difficult to read especially from a distance. Typically, it's more important to use a highly-readable font for the bulk of the information on your leaflet e. The reason for this is because this text tends to be small and therefore, will be harder to read than a large bold headline.

However, as you can see from the 'Simplicity Works' leaflet above, simple clean and readable fonts can be great for headlines too. Fonts such as Times New Roman, Helvetica, Ariel and other similar typefaces are perfect for leaflets as they're highly-readable in both uppercase and lowercase formats. You're certainly not bound to these fonts though as there are a whole range of beautiful readable typefaces out there. You can see an example of one of these in the counselling leaflet template above.

It's a highly-readable font, yet it still aligns with the overall visual nature of the leaflet and the brand it's marketing. Note: If you're targeting an older audience, it may pay to choose one of the absolute most readable fonts and also print the type in a larger typeface. Colour is one of the most powerful tools you can use when it comes to obtaining that initial attention for your leaflet. Often, leaflets are presented alongside other leaflets i. Using colour is a great way to do this as more often than not, leaflets that utilise bright vibrant colours will demand more attention than dull boring leaflets.

Just take a look at the leaflet above for example; you can see how this would stick out like a sore thumb no matter where it was placed. You can also imagine that amongst other leaflets, it would be this leaflet that most people's eyes were drawn to. You should choose colours that will appeal to your leaflets target audience and also, reflect your brand in the most appropriate way.

For example, you can see that the Taj Villas leaflet above primarily utilises black and white on the front cover. Although this might not be as visually over-the-top, it reflects the brand in the best way possible as it creates a luxurious and upmarket feel to the leaflet. This is much more likely to appeal to the leaflets target audience. If you're struggling to decide which colours to use in your leaflet, check out this guide on colour meanings. So far, we've covered headlines, subheadings, imagery, information e.

It often feels as though you need to fill every last bit of white space left on your leaflet. This would be a big mistake and white space is a hugely important part of the design process. White space plays a pivotal role in the readability of your leaflet, as well as ensuring a certain level of professionalism.

If you take a look at the Minimal Eyes leaflet template above, you can see that there is a lot of white space. However, this leaflet design certainly doesn't look unprofessional or bland.