How to Create An Effective Flyer
Although corporate marketing and advertising has changed quite dramatically in recent years with digital marketing now an option for businesses, the printed flyer is still a very effective tool in this arena. Flyer printing is ideal for reinforcing your corporate brand identity and bringing your products and services to market. Well-designed flyers, printed on quality materials, provide a physical, tactile marketing medium that people can engage with and take away for future reference – something the transient, less personal nature of digital advertising does not offer! Here are some aspects of flyer printing and design for you to consider:
Initial Impact
Initial attention-grabbing is essential – this is the first thing you want your flyer to achieve – garnering an initial interest in your flyer’s message! As the headline of your flyer is the first thing people will notice, ensure it stand outs and has an initial impact to pique the interest of those who receive it. Your flyer headline should immediately engage the recipient and encourage them to read further – offering something for nothing always works, so entice people with a phrase such as “Free sample” or offer a sale or a limited-time bargain – something that people are likely to react to, and on which they want further information.
Design
An effective flyer’s visual design should catch the eye of the reader and draw-in potential customers – to do this you need to create a definitive ‘visual hierarchy’. As mentioned above, the headline should dominate the flyer and therefore grab the initial attention, so place it at the top of the flyer using a large, bold format. Employ a smaller text underneath the headline to provide more detail about the event, offer, or product the flyers are advertising. Ensure your logo and brand name – the key elements of your message – are large enough to be prominent and stand out.
Simplicity
Make your flyer easy to read – keep the text concise and simple! Your flyer should contain enough information to grab the interest of potential customers, but not be too detailed – you want to entice the recipient to further explore your business and its products and services so offer them enough information to interest them, but don’t try to include all the detail. A flyer doesn’t have a massive amount of space and it is not feasible to include ALL the information – you do not want to ‘overcrowd’ your flyer content as readers will quickly lose interest in something that is ‘too busy’ and difficult to read! Establish a visual balance for your flyer with images and text by maintaining space between the different elements and make it an ‘easy read’ by not overcrowding the space. Ensure your flyer contains only the essential information – just enough to tempt the reader into further action and investigation.
Typography
Consider the best fonts for your flyers – keeping with the simplicity aspect, do not be tempted to use a font that is too ‘fancy’ – people respond to familiarity as that is a ‘comfortable’ read for them. Whilst you may think a specific font looks sophisticated or ‘grand’ they are not always easy to read and can quickly lose the attention of the reader, and therefore the impact of, and interest in, your flyers’ message! Choose the best font to highlight your company name and brand and ensure the text is easy to read – and do not be tempted to mix multiple fonts as this will complicate the text and, again, make it difficult to read– keep to no more than two fonts!
Message
Focus on one message for your flyers – the less information your flyer is trying to convey the easier it will be to get across! Ensure your flyers concentrate the recipients’ attention on the specific offer or event you are promoting!
Images
Ensure that any images used on your flyer are of good quality – using blurred or ‘grainy’ images suggest poor quality and that will reflect on people’s opinion of your business, products, and services overall! Source your images carefully and use quality materials to reproduce the sharpest images and the most professional look to your printed flyers.
Call to Action
Having captured the initial interest of your potential customer it is important to take them to the next step – tell them clearly what they need to do to get further information or to take advantage of your offer. This ‘call to action’ should clearly inform people as to whether to attend the advertised event, contact your business via social media or online, or visit your corporate premises – ensure there is a clear directive on what your potential customer should do next to build upon the initial interest generated by your flyer’s message.
Sizes
Flyer printing can be produced in many sizes and formats – half-sheet flyers are the most common as they are big enough to convey your initial message and are cost-effective to produce. Standard size is slightly larger and allows more space – but decide which format best suits your business and will be the most relevant to communicate your message to your targeted audience.
Well-designed and quality-printed flyers can be great marketing tools to promote your business, products and services, and boost your brand identity and corporate image and presence.
