In the technological and digital age it is easy to forget about so-called ‘old school’ methods of marketing. Yet flyers are still an exceptional method of advertising special events such as concerts, sales, launch parties, store openings and a whole lot more. They are also extremely useful when it comes to advertising local events because you can still go down the old fashioned route of handing them out or posting them on shop windows. Meeting your customers face-to-face often still makes a big difference.
Flyers are also ideal when promoting incentives such as coupons or freebies because of the ample space they provide. It is this abundance of space which can cause an issue for designers because you have to add the right message with the flyer design. The ideal flyer design promotes your message clearly and concisely and in this piece, we show you how to effectively combine the content and design elements of a flyer.
The right content
Creating the core message
Brevity should always be your goal when creating flyer content because modern audiences have a shortened attention span. Create a draft of your message and ruthlessly edit it to remove any ‘filler’. Your aim should be to explain your core message in as few words as possible while still compelling readers to act.
Remember, you’ll probably be competing with similar events/products etc. so your content must convince your target audience to pick you over the rest. Consider the demographics of your audience and tailor the message appropriately. For instance, middle-aged customers may prefer a more professional and sophisticated message while those in their teens or early twenties may prefer a vibrant and energetic message.
Placing your company info near the top is a cardinal flyer design sin! The top of the flyer should always contain your headline with the message written underneath. You should place your company information right at the bottom; this includes website address, phone number, name, physical address and any relevant social media handles.
Include the benefits
You could have the best flyer design in the world but your target audience won’t care if you don’t include the answer to the magic question: “What’s in it for me?” The most important aspect of your core message is to outline the value of your products/services/offer to readers. They need to know that you can offer a solution to their problem. If you can add testimonials from satisfied customers, all the better.
As we mentioned above, flyers are a great way to offer discounts, promotions etc. It might pay to invite urgency by including coupon codes and offering prizes/discounts to the first 20 or 30 people that use the code.
CTA is key
Finally, no flyer (or any piece of marketing material) should ever be completed without a call to action. Tell the reader what you want them to do next! A simple Call To Action could be “sign up today” or “call us now on xxx”. It’s a good idea to add a CTA in a different font or colour to the rest of the message in order to make it stand out.
The right flyer design
This is going to sound terribly simple or even patronizing but; the point of flyer design is to ensure it actually gets read! It seems as if some designers forget this and focus on creating the most leftfield flyer they can. The result is wholly unsuitable font that causes readers to toss the flyer in the bin because the text is giving them a headache.
Try not to use too many different fonts and make sure they are all easy to read. Most designers stick with two typefaces; one for the headlines and subheadings and one for the main text body. Occasionally, they may use a different font for the company information at the bottom.
You should also take font size into account. When you use fewer words, you can increase the size of the typeface and make it easier to read. Stick with well-known fonts or even better with your corporate typefaces! In case you usually focus on online marketing, make sure your fonts are suitable for print material as well.
The colours you choose could make or break your flyer design. Get it right and you’ll create the ideal ‘look’ and ‘feel’ for whatever it is you’re promoting. Once again you’ll need to consider your target audience and also the image of your business. Simple black & white or cream colours can evoke a feeling of class and elegance which is the right choice if you’re looking to set a professional tone.
If you are targeting the younger generation or else you’re promoting a social event, bright and vibrant colours are the order of the day. Adding neon colours for night events is an especially nice touch. Regardless of the colour scheme you choose, ensuring your message is received loud and clear is the goal. It is also important to try and keep your colour scheme ‘on brand’. Keep it as close as possible to the colour scheme used on your corporate website and logo.
If you do this correctly, your flyer design will need minimal text to attract attention. In most cases, using large high quality images in your flyer will pay dividends. If you go down this route, it’s a good idea to use a professional photographer for a guarantee of quality. Flyers with large images can catch a person’s attention from a distance and persuade them to come closer. These images also do a good job of conveying the message with few additional words needed.
This is becoming one of the most popular methods of conveying large amounts of information. If you want to trim down a substantial amount of information and make it easy to read and digest, adding an infographic to your flyer design is a great idea. It can quickly outline the who, what, where, when, why and how of your message. It can be a real challenge which is good news for designers who like to be creative!
Your logo is the finishing touch to any great flyer design. You want readers to associate the event or promotion with your company and a logo is a fantastic way to do that. Additionally, think of the brand exposure you’ll get when hundreds of flyers bearing your logo are handed out all over your local area! If your event is being sponsored, don’t forget to include the sponsor’s logo too!
Spread the word
A flyer is a solid but complex marketing tool. It usually needs a precise preparation in order to get it well designed. Make sure you provide your designer with detailed information about the content (text, images, format etc.) and the background of the project (target group, goal, benefit etc.) and also your brand identity. Only if the designer has a clear conception of the flyer, he can come up with great ideas. Support him with feedback and ratings. A good flyer design is vital to make it work!