Flyer printing is a simple and cost-effective way to advertise your business. The most effective marketing is simple, affordable, and trustworthy, and flyers are exactly that. A strong flyer design will portray your business in the best light to the right set of potential customers. Flyers work because you can touch them. It engages on a physical level. This helps to create a tangible connection with the consumer. Blending quality printing, impeccable design, and compelling storytelling, effective flyers engage and inspire people to take the next step. Whether you hire a graphic designer, or do it yourself, design is paramount to ensuring a positive return on investment. In this guide, we take you through ten flyer design tips to help you create the perfect flyer.
10 Design Tips To Create The Perfect Flyer
Function Over Form
Although your flyer needs to be eye-catching, aesthetically pleasing and memorable, we’ll come to the design side later. First and foremost, your flyer must be functional. You’re not Michelangelo painting the Sistine Chapel; you’re a business trying to sell a product. You need to make sure your marketing is concise, readable, and clear. Ensure that the flyer looks professional, and meets the basic requirements; it should have the correct print resolution and it should show an awareness of current print marketing trends – otherwise it may make your business look amateur. Ensure that the information on your flyer is easy to read and presented without visual clutter. Remember, effective marketing is about effective communication. A flyer-reader has little time and even less attention-span. Keep it concise. Make essential information (e.g. contact details) easily accessible; try using a bold color or enlarging the text. Adopt a conversational tone that will draw people in, and make them keep reading. If you’re selling a specific product, show an image of it. It might seem simple, but people buy with their eyes. Give the reader something visual and your flyer will convert to sales much more effectively.
Know Your Audience
Use Space Effectively
The more eye-catching your flyer, the more likely it is going to be picked up and read. Whether you’re going for subtlety or boldness, you certainly want to avoid the curse of dullness at all costs. Understated and professional designs can be completely transformed from blah to brilliant with attention to color. Use your business colors to reinforce your brand, and make sure you use a balanced palette. If you’re advertising an event, or a product that’s more attention-seeking, such as a club night, exhibition or festival, you simply can’t afford not to be eye-catching! You want to inject your flyer with the spirit of the product itself. Your flyer should capture, and be an extension of, the experience. The most eye-catching flyers use color effectively; a palette of complementary and bold tones will make your content jump off the page. Try to balance a trio of bold elements – one striking visual image, one attention-grabbing headline (in a legible but bold font) and one colored element (such as a logo). By sticking to this three-element rule, you can avoid overcrowding, and ensure your flyer remains easy on the eye. Most importantly, make sure your design is fun and optimistic. Your main aim is to make a flyer that people will hold on to. They’re far more likely to do this if the design makes them feel good.
Attention-grabbing doesn’t mean noisy, pushy or needy. A flyer can be eye-catching and enticing even if it’s understated. Sometimes a more subtle flyer design can be perfectly-pitched, especially if you’re targeting a more demure, intelligent or corporate consumer. Aim for an aesthetic that is minimal, serene and calm. Remember less is more, and sometimes it’s effective to play hard to get. If you’re advertising a corporate service or a product with a sophisticated image, your flyer should reflect that. An effective marketing strategy can be one that says “We’ve got this great thing going on, you need to come to us in order to get it.” Now imagine that message in flyer form; a flat, understated design style will attract your target consumer with very little effort. Try keeping it simple. Use a black, white and grey palette, and restrict yourself to a careful use of color; one splash of bold color is enough. Teals, mint greens, silvers, mustards, and lilacs are innately engaging and deftly corporate. You don’t want to seem like you’re trying too hard to impress, so remember, be cool.
Being understated shouldn’t be confused with being aloof. You want your flyer to make your company seem charming, friendly and approachable. There are a number of ways of achieving that. First, strike an informal, conversational tone with your text. Second, choose images that make a good impression. Don’t underestimate the power of a smiling human face when it comes to making people feel at ease. Imagine a university prospectus, corporate brochure, or a shampoo ad; they’re full of people smiling. Especially if you’re marketing a service, it’s super important to present the viewer with a friendly face. Imagine how you would greet a client in your office, then put that face on your flyer. When they interact with your company down the line, they will keep the image of that smile in their mind, making them feel at ease. A word of warning would be to avoid using stock images on flyers (unless forced by budgetary constraints). Many stock photos of “smiling business people” actually look soulless, forced, and overly staged. Hiring a professional photographer might be expensive, but it’s worth it to ensure authenticity. Moreover, once you have an image that’s truly yours, you can use it across your marketing channels, on websites and social media, to create a lasting brand image.
Use Color to Create Mood
As we’ve mentioned, color plays a vital role in making your flyer appear bolder and more appealing, but did you know it can also affect mood? Color, arguably more so than font choice or images, is the most significant feature in creating the mood and personality of your flyer design. Color psychology is crucial in enticing someone to pick up / hold on to your flyer, so your choice of color can make or break a good design. Color experts Pantone have released their color trends for 2018, which is a great guide when trying to establish your palette. According to Pantone executive Leatrice Eiseman, if you want to look “resourceful”, your best off using blues and oranges; it’s a color combination that “combines warm and cool tones that you can’t avoid looking at”. Yellow is “playful”, pink is “discrete”, and gold is “sophisticated”. If you’re hoping to reach a diverse crowd, go with rosy tones; “this palette reaches out and embraces many different cultures”. Choosing a poorly judged color combination can alienate consumers, but the right palette will help your flyer to convert into sales. If you’re looking for a classic, tried and tested color combination, use pastel colors; they are a natural application of our lifestyles and thought processes. Choose your color carefully, and you’ll be in control of your mood.
Connect to Digital
Print should not be seen as the enemy of digital marketing. In fact, quite the opposite – it’s a strategy to increase sales through digital engagement. The most effective marketing campaigns are those in which your print and digital media are carefully coordinated, such that they reinforce one another, and mutually develop a consistent brand image. Printed flyers are a great way to drive your audience back online, and make them engage with your digital content. When designing your flyer, remember to include Facebook and Twitter links, to promote your social media presence. These pieces allow you to track the effectiveness of your flyer. Connecting your flyer to your digital content is an essential part of your design.
Call to Action
Perhaps one of the most basic but essential flyer design tips is to remember that you’re not handing out flyers for no reason. You’re handing them out because you want something in return. In order to get something from your customers, you need a ‘call to action’. This can be a command, imperative or directive that influences the reader to not only take the information on board, but to act on it. Remember, a flyer means nothing if it doesn’t inspire your audience to act. Questions, temptations and suggestions are all ways of subtly asking someone to engage. A classic call to action is the phrase ”order now”, or “why not go online?”. You should aim to direct your customer towards a very specific action, and encourage them to act immediately. As such, incentives and discounts are generally helpful in enticing people to engage. Think about using more question marks, and get creative when it comes to slogans and phrases. Be bold, but keep it innocuous. People don’t like being told what to do, so you need to make them want to act – above all, your flyer design should be so enticing that they feel they can’t afford not to.
A well-designed flyer is a truly effective way to promote your business. By following our flyer design tips and combining well-made flyers with efficient street teams, on ground marketing campaigns, and a carefully coordinated digital presence, you could reach whole new audiences, as well as consolidating existing ones. Remember that first and foremost, every flyer design needs to prioritize functionality; if it reads clearly, and packs in the content, then you’re off to a good start. After that, design is everything – choose your colors carefully, balance your composition, and keep it minimal. The most successful flyers are the most enticing. The longer the viewer holds it in their hand, the more lasting and meaningful the impression. By creating beautiful designs, and using flyers as part of a considered marketing campaign, the possibilities for promotion are endless.