With the amount of digital marketing options and social media platforms at our fingertips nowadays, it’s easy to forget the power of promotional print. Flyers are still a great way to distribute your campaign, but you have to think about the flyer design brief carefully to make as much impact as possible.
Here’s some tips to get you started.
AIDA is an old marketing concept, but a sound one, and one of my favourites. It’s a great place to start when putting together a flyer design, and helps you to structure your content in a way that makes sense and is effective. It stands for Attention, Interest, Desire, Action, as outlined below.
Catch your audience’s attention with a bold question, statement or image. A vibrant colour palette can do the job, or just some unique typography. The rest of the flyer is largely pointless if you don’t get this step right, as no one will notice or pick up your flyer.
Once you have a potential customer’s attention, the next step is to make them interested in your product, event or offer. A good way to do this is to briefly state or show its benefits and how it fits into the lifestyle of the audience.
You will have seen this on a movie poster where they list the reviews and 5 star ratings. Make your audience desire your product with a brief testimonial, an accreditation, or anything else that makes it feel trustworthy. People desire products that other people endorse. This can also help to create FOMO (Fear Of Missing Out), which is a powerful emotion.
Absolutely essential is an action. This can be a website url, phone number, address, social media account, ANYTHING! You’ve worked so hard to get your audience attention, build interest and desire… don’t lose them at the end by not giving them an easy action to follow.
If you’re clever and create a specific website URL for your campaign, you can track how well it’s working by seeing how many people visit the page in your Google Analytics.
2. Keep it simple
It’s very difficult to have any sort of impact with a complicated flyer. A simple, concentrated message is what you should aim for. People simply won’t read a flyer that’s got too much information on it as it’ll seem like a chore.
3. Less is more – ½ then ½ again
Probably the most important tip I can give you is to keep the amount of content short. I find many clients are tempted to include all the information they have, regardless of whether it fits on the flyer or not. The vast majority of the time this is not necessary and you can include more information on the website page that the flyer links to.
Think about your content and focus on just the bits that are absolutely necessary to follow AIDA.
A good rule of thumb is to write your content, half it, then half it again!
4. Respect the edges
A common mistake I see on flyers is a design with everything too close to the edges. This makes the design feel cramped and unappealing. This often comes along with the problem above of trying to fit too much content in.
Leave a good bit of breathing room between the edge of the flyer and the content – a couple of centimetres is a good starting point.
Canva is a very useful tool to create print ready flyers. You can use one of their excellent templates for flyer design, as a starting point, and knock something up easily.
If you’re struggling to create something that looks professional, why not get the professionals to have a go? Contact me, Greg, art director at F8 on [email protected] with your brief. Or take a look at the other design services we offer, here.