The Fundamentals of Leaflet Design

There are fundamentals and basics which you must follow in order to design a good leaflet. Remember that there are many different principles when it comes to this, so make sure you follow each step accordingly. Also, it is very important to know your purpose before you start creating your leaflets.

Here are some things that should be included:

Design of Leaflet

The design of the leaflet is the first thing any potential customer will see. This means that your design should pinpoint the reason for your leaflet clearly; whether you are offering a discount or just promoting your business. If someone who doesn’t know about your business receives this, their first impressions will be based entirely upon the clarity, functionality and usefulness of your leaflet.

Remember, don’t use too many varying fonts or colours, try and stick to two fonts, and three primary colours which represent the colours of your business.

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Here are some things that should be included:

Design of Leaflet

Remember, don’t use too many varying fonts or colours, try and stick to two fonts, and three primary colours which represent the colours of your business.

Size and Weight of Leaflets

The size and weight of your leaflets impact how people interact with them. It’s important that you know what size your leaflets are, for example A4, A5, A6. If you’re looking to put a ton of information on your leaflet it may be smarter to go for a 3-4 page brochure rather than cram everything onto a double sided leaflet.

Furthermore, the weight of the leaflet has an effect on response rate as the flimsier the leaflet, the more likely your potential customers are to throw it away. 115/125gsm is on the lower end of the scale, with 250/300gsm being what you would consider a ‘professional’, or ‘well-made’ leaflet.

Logo

Put your logo somewhere where people will see it! Make your leaflet scream your company’s name, as well as using your logo’s colours throughout the leaflet which would lead to your customers making a subconscious link to your company with those colours. Think Coca-Cola or Apple!

Features and Benefits

Include features and benefits as this should inform your audience about your products and services.

This is a part of the leaflet which you do not want to leave for chance. Focus on your discount or benefit which the receiver will be directly impacted by. Offer free trials, or huge one-off discounts. This will give you a large influx of customers, so when they do finally arrive at your doorstep, make sure that they receive a high level of customer service and attention which would tempt them to come back on repeat business!

Images

Images are optional, however you want your customers to be engaged visually too! This doesn’t mean that you should overcrowd your leaflet with pictures; you should use them cleverly throughout the leaflet to direct your audience from one section to another. Also, don’t worry about playing around with different designs, remember you’ve got friends and family around you that are more than happy to give you some constructive criticism.

Call to Action (CTA)

A call to action is a way for you to speak directly to your audience, and hopefully convince them to go through and purchase your product or service. Every leaflet has a call to action, whether it be to have the receiver purchase something, or to have them simply sign up for a free newsletter (which will give you access to their email address for any future e-mail discounts).

Make sure it is bold, bright, or highlighted in some way so that it isn’t lost in the waves of information.

Contact info

Contact information is important as this is the only way your customers can communicate with you.

Formal/Informal

Understand what the main prose is of your leaflet. Are you going for a formal or informal style, make sure this matches your business model.

White spaces

It is important to include white spaces. White spaces are the empty spaces you should leave between design elements and text. This is important because it allows breathing room for the reader and helps their eyes flow easily from one topic to the next.

Grouping information

You’ll need to have group related elements instead of scattered elements due to this being visually confusing for the consumer. It is better to have small manageable chunks. Arrange the leaflet in straight lines and group relevant things as this gives the leaflet an invitational look.

Detail

Your leaflet needs to be fairly detailed as you don’t want consumers calling you for basic information.

Some things you should cover on the leaflets are:

(Some may not apply to all companies)

– Dates of events

– Gender and age

– Mailing address

– Prices

– Registration and process

– Descriptions

– Directions