What should a leaflet look like

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! Whose hands do you want this leaflet to fall into? You need to fine-tune your tone of voice to attract potential customers. You can research similar companies with successful advertising to see what others in the market are doing, or simply put yourself in their shoes.

Choose the messages that will really make your audience stop and turn. First Name. Last Name. Confirm Password. Sign In. Registered Customers. Forgot Your Password? Create New Account?

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Please enter your email address below to receive a password reset link. Submit Back. Posted: March 06, Usually, an accordion-like leaflet is most suitable for communicating information that doesn't necessarily need to be viewed in any particular order e. This is because people sometimes read the back of these kind of leaflets before the front. They're also the best choice if you want to include large imagery or maps e. If you want the recipient of your leaflet to read the information in a particular order or if your information is divided into clear sections , it might make more sense to utilise a more brochure-like format like the Keenpac leaflet above.

Ultimately, this choice is down to you and you need to decide what works best for your particular leaflet. If you refer back to the AIDA formula near the beginning of this guide, you'll remember that the first part of the formula is "Attention".

In order to ensure that your leaflet grabs the attention of your target audience, you need to utilise a bold, hard-hitting and eye-catching headline and possibly subheadings too.

If you take a look at the CPD leaflet above, you'll see how a bold headline can be used to grab the attention of your audience. You can see that on the front of the leaflet, it simply says "CPD onsite and online learning ".

This headline is written in a large, bold, uppercase, clean font which further helps to ensure that it grabs people's attention. What's more, it offers a brief insight into exactly what the leaflet is all about in just five words. Even if your bold eye-catching headline manages to entice your target audience into picking up your leaflet, it doesn't necessarily mean that it's enough to hold their attention and pique their interest throughout. You'll notice that the CPD leaflet also does this well.

You can see in the image above that on the first page of the leaflet is a subheading. By using a question like this as a subheading, you can invoke the readers sense of curiosity further and ensure that they want to read on. The key to creating successful headlines and subheadings is to use clean, bold, large text. You should also utilise colours that contrast with the background e.

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.

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