1. What is the Objective?
What do you want to communicate? What does the tone and look need to be? Do you want to project bold and powerful or subtle and understated?
2. Who is the Audience?
Will the piece go primarily to people who know about your business? Will it introduce your company to prospects? Are you trying to reach target groups? Knowing just who will be reading the material will help you create and communicate the message, look and tone you desire.
Use the top third of your leaflet for impact. This is the first part of your print to be seen, so make sure it grabs attention.
Stand out in the crowd - use colour and imagery effectively to differentiate your print. Avoid cluttered images, although it may be tempting to feature everything in your print, a single image often has more impact.
4. Make your Leaflet work hard!
Include an incentive to retain the leaflet so your audience brings it with them. As well as providing an extra benefit, this is a simple way to monitor the effectiveness of your print and your distribution campaign.
5. Make your Leaflet communicate!
Work out who you are talking to and relate the info to them. Why should they come? What's in it for them?
Too many words, not enough time - resist the temptation to fill every bit of space with information. You don't have to tell them everything, just wet their appetite.
If possible ask a professional copywriter to help you. With their input you can say twice as much with half the number of words. Always ask a third party to proof, double check.
6. Attract Attention
Make a special offer or timely message the focus of the card using specific, action-oriented language such as “call before January 20th” or “fill out the form and return today.” This will motivate the reader. A personal message can also attract attention.
7. K.I.S.S. or keep it simple (stupid).
Use a bold eye catching image on the front. On the back make sure the text is concise. If your message is so long that the text goes below 8 or 10 points cut the length of the message.
8. The Use of Colour
Studies have shown over a 60% increase in retention of information when full colour is used instead of black and white. Periodical studies reveal full colour increases readership over 40%. As a result, colour is a prime consideration in reaching your reader and being sure your message is retained. Colour can stir various emotional responses. Red conveys strength and power. Blue projects stability and sophistication. Green has a calming impact. Bringing colour to your Leaflets can make them more attractive and effective. In fact, almost any printed piece will have greater impact with colour.
9. Graphics and Copy Placement
Photographs, illustrations, graphs, etc., attract attention and help convey messages that would require the proverbial “thousand words.” However, don’t make a page busy with too many graphics. Generous use of “white space” makes a page more appealing and readable. Copy and graphics should be considered in groups. Lay them out in an orderly way on the page. Don’t run the type across the width of the page. It’s best to break the page into smaller columns of type and intersperse photos and illustrations. When laying out facing pages, think of them as a single unit. Don’t run text across one page to another facing page, but consider spreading the heading and art across both pages to create continuity.
10. Selection of Type Styles and Sizes
Imaginative use of type can enhance every printed piece. Styles, sizes and weights chosen should be based on the objective of the document and the look and tone you want to convey. Boldface type is often used for headlines to attract the reader’s eye. Type for the body (sometimes called text) is usually a lighter and smaller face. The text should be set at least 10 point type for legibility. Do not use more than three styles of type on a page.
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