To help you get the most from your leaflet campaign we have compiled what we believe are the top 10 points to consider when planning your leaflet design and production
1. ONLY AS GOOD AS YOUR WRITTEN BRIEF
Know who your audience is and what you want to achieve with the leaflet. And write it down. The better the brief for your designer the better the end result for you.
2. MAKE YOUR HEADLINE STAND OUT
Known as the “Shelf Shout” the top 3 inches of your leaflet are what people see when your leaflet is in the stand. If they don’t make an impression and grab the attention of passers by, that is all they will ever see of what you have to offer. Make sure it includes the name of your attraction.
3. GET YOUR MESSAGE ACROSS
You need to convey your message with immediacy, brevity and clarity. The copy should not be in bulky paragraphs you need short, sharp statements, bullet points and bold headings. Make your print visually accessible with these handy tips:
– Use Arial font
– Left align your text
– Use a minimum 14 point font size
– Avoid using red and green colours
4. A PICTURE SAYS A THOUSAND WORDS
You do not want to overwhelm the reader with your leaflet; the idea is to whet the appetite. Go for one or two strong images on the front cover for maximum impact. Inside use images as a visual aid to reinforce your message. The backpage must include a Map with directions, remember to make it as easy as possible for customers to find you.
5. DOES IT MEASURE UP
The most universally accepted leaflet sizes are 1/3 A4 (DL) and A5 leaflets folded down from A3 or A4 size. They can be pocketed for later reference which makes them popular with the public. They are also the optimum sizes for inclusion in our display racks.
6. FLOP OR NOT
Use a good quality paper for your leaflets, this stops them flopping which obscures the image in the display racks. Make sure that the paper is cut down the grain not across. Leaflets should have the spine down the left hand side, ensuring they stand up straight and don’t make it too tall – the optimum height is 21cm (DL).
7. INCENTIVISE TO MAXIMISE AND MEASURE
Incentivising your leaflet with special offers gives the public a good reason to visit and maximises your return on investment, It also allows you to measure the effectiveness of your campaign.
8. CHECK, CHECK, CHECK AGAIN
Nothing says amateur like spelling mistakes; it might seem obvious but copy checking should be standard for anything going out to the public. Check it yourself, get someone else in your company to check it, and finally get an outside opinion.
9. AIDA IS NOT JUST A MADE-UP FOUR LETTER WORD
This simple but effective advertising formula can help you gauge how effective your leaflet will be. Attention, Interest, Desire, Action – does your leaflet tick all these boxes? If the answer is yes, you are 90% of the way there.
10. PRINTING AND DELIVERY
It is advisable to view your job on the print press before it is produced if possible. Mistakes cost money. You should also consider that the printers will cut your leaflet down to size, allow a 2mm “bleed margin” around your design, so the message is not lost.
All that is left to do is box it up and deliver it to our warehouse, ensuring the leaflets are boxed and clearly labelled in secure bundles to prevent damage in transit.