When used effectively flyers can be a great marketing tool. But with so many flyers going unnoticed and straight into the bin, it’s important to make sure your flyers have a strong impact from just a glance.
It’s all about your message
There are a number of ways that your flyer can stand out from the crowd, but before designing anything it is important to define your message. What makes your product/service desirable? Who are you targeting? Where will your flyer be seen? Can it be summarised in a phrase?
Create design impact
Once your message is sorted, use one or more of the following methods to give your flyer impact:
Use a strong colour palette
Keep the colours on the flyer simple to allow them to stand out, try not to use more than three key colours. When choosing which colours to use, look at both your branding and what’s out there and pick something that both represents you and your market. Consider the competition and try not to replicate their colour schemes to help make your flyer unique. Think about high contrast when picking your colour scheme to allow details to be highly visible against whatever background you choose.
Use a strong, readable font
Type choice is paramount as the consumer may only glance at the flyer before deciding not to read it. Therefore keep the font a simple, easy to read font, and if possible use one that is thicker or bold.
Keep key text to a minimum
When trying to grab the initial attention, keep the info to a bare minimum, just enough to entice the consumer to read further. Keep this text large and consider using a key phrase or question to make your point. More informative text should be kept much smaller for when the consumer decides to read on, but even then should be kept short and sweet to hold the consumers’ attention.
Credit: Naked Studio
Use images sparingly
Imagery can be a very powerful tool to convey ideas and emotion, but too many on a flyer can diminish the impact. Images can be used as an enticing background, alongside text or simply alone on the page if it displays your message strongly enough.
Using both sides
If printing double sided think how the two sides work together. They could repeat, or allow the design to be split so one side sells the ideas, whilst the other delves into the details. Try not to use both sides simply to squeeze on as much information as possible, as you don’t want to overload the consumer.
Create printed impact
Where your flyer will be used will usually dictate size. Consider what’s practical, perhaps an A6 flyer would fit through a letterbox , but would it have the impact of A5? Tap into what your target market would respond to.
Thicker papers cost more but create a higher quality feel, so consider what your target market would prefer.
Again, consider what your target market would respond to when picking what finish to use. The two most popular finishes are a soft sheen silk, or a high gloss.
Single or double sided
The most important considering for whether to print on both sides is where the flyer will be. A wall flyer need only be single, but a letterbox flyer might benefit from double sided printing to both increase impact and allow for more information.
The tech specs
When your design is ready to go to print, make sure it meets these specifications:
- all artwork is 100% CMYK (Most images default to RGB so make sure they are set up correctly)
- all artwork is set to the correct size and includes a 3mm bleed area on all four edges.
images sourced from: