How To Design Flyers That Really Work
Designing Your Business Communication
Of all the marketing tools at your disposal, none can be as impactful as the lowly, oft maligned flyer. Truthfully, a lot of people feel that the flyer is a waste of time and trees, but that impression couldn’t be further from the facts. Flyers, when done right and distributed properly, can be one of the most powerful selling resources available. But designing flyers that work, and making sure they get into the hands of people that appreciate them is a daunting task.
A flyer is basically a single sheet of paper, and most often, only one side of it is used. The reasons for this are varied, but usually have to do with paper thickness and the amount of information that needs to be delivered. When you use paper that’s thin enough to allow the writing on the opposite side to show through, this gives the recipient the feeling the paper is cheap and of lower quality, thus meaning the product or service represented on the flyer will be cheap and of lower quality as well. This is why most flyers are single sided, even if there’s a lot of information that has to be presented.
Another aspect of a well designed flyer is for it to be easily read and for any pictures and graphics to be clear, relevant and easy to see. All too often, bad flyers use junky font faces, or are hand written and copied off which makes the flyer hard to read. With computers and printers so easy to access, sitting down and designing a flyer that can be read easily isn’t that difficult a prospect. Making sure your graphics or pictures are easy to see is important too. Keeping in mind that many color graphics and pictures simply don’t come out well in black and white printing is necessary. Too many flyers look like someone dropped a blob of ink on it because the graphic doesn’t print well.
Making sure the information that’s necessary is grouped together is important too. Having the name of an establishment on one side of a flyer and the address on the other can make the flyer hard to mess with, discouraging a potential client or customer from making the effort to track down your address because it is badly located on the page. Also, having all the times and dates for events together is important as well.
While there are a lot of little things that will improve a flyer’s readability, nothing helps more than making sure the flyer is laid out in a usable manner with information where it needs to be, and not allowing the artistry to override the functionality. You can distribute flyers all day long, but if people don’t read them and use them, then you’re not going to get the success you’re working toward. Keeping in mind these few elements will definitely boost the usability and success of your flyers.