Flyers are a great way to promote your business, event, or cause, but they also need to stand out from the crowd and attract attention. How do you use images and graphics to enhance your flyer design without overcrowding it? In this article, we'll share some tips and tricks to help you create flyers that are eye-catching, informative, and effective.
Before you start designing your flyer, you need to have a clear idea of what you want to achieve and who you want to reach. What is the main message or call to action you want to convey? Who are your target customers or participants? How will they benefit from your offer or invitation? These questions will help you decide on the tone, style, and content of your flyer.
Appreciate the environment in which the audience will experience your flyer. Is your flyer the only thing they see? or are you competing with other media, both visual and non-visual media in the environment can affect the impactfulness of your flyer. Consider how you can design your flyer to differentiate and stand out in a busy environment?
Once you’ve answered all the questions above ask yourself again, is a flyer the best way to achieve this? So many times clients decide they need a flyer because that’s what they’ve budgeted for rather than ask, what’s the best way to achieve my goal of communicating this message to these people.
Figure out the action you want the flyer to inspire. Registration? Donation? Compliance? Start from there, prioritize the action and create around it.
Before you begin to design anything you must have clarity on the purpose, the message is clear, and the visual language and branding are used appropriately. "Good" design is not surface level, is it not about making pretty pictures! To do it well you have to subconsciously communicate the right message to attract the right audience and so knowing the client's goals, other marketing activity this is part of, customer journey and follow-up is vital, to ensure this 'flyer' is effective when it lands in front of the right people. The material it is printed on, the tactile quality will also be a deciding factor if it goes in the bin, or stays around!
The size and format of your flyer will depend on how you plan to distribute it and where you want to display it. For example, if you want to hand out your flyer on the street or in a busy area, you might want to use a smaller size, such as A5 or A6, that is easy to carry and read. If you want to post your flyer on a bulletin board or a window, you might want to use a larger size, such as A4 or A3, that is more visible and noticeable. You also need to consider whether you want to use a portrait or landscape orientation, and whether you want to print your flyer on one or both sides.
Knowing the size and format of your flyer will help with deciding on images and graphics as well. For example, if your flyer is large and meant to be viewed from afar, avoid using smaller and detail-centric graphics that the viewer likely would not be able to see. The same is true for flyers that are small: ensure that your any graphics and typography remain large enough to be easily legible.
If the flyer is A3 - it is a poster! Different purpose, different way the audience will consume the information! This needs to be considered.
Images and graphics can add appeal and memorability to your flyer, but if you use too many or too randomly, they can clutter your design and detract from your message. To ensure a successful design, use high-quality and relevant images that support your message and brand identity. Additionally, choose images and graphics that match the color scheme and mood of your flyer. To create contrast and hierarchy, use a large and striking image as the background or focal point of your flyer, and then use smaller and simpler graphics to highlight your text or logo. Lastly, ensure that there is enough white space or negative space on your flyer for a clean and balanced look that is easy to read and scan.
Your flyer should be short, simple, and direct in order to capture your audience's attention and interest. Use a catchy and informative headline that summarizes your main message or offer, making sure it answers the question “What’s in it for me?” Subheadings and bullet points can help break down the text into smaller, easier-to-read chunks. Additionally, use a clear and legible font that matches your purpose and audience. Finish off with a visible and compelling call to action that includes a specific and measurable action such as “Visit our website” or “Register now”. You can also use incentives such as discounts or freebies to motivate your audience to act quickly.
Can you get your point across in 3 seconds or less? This is the average time someone would pay attention to a direct message or flyer. Make your headline count. Catch their attention and interest as quickly and concisely as possible, by saying something that they might connect with. Start by drafting your headline, then see if you can make it shorter and snappier. Less is always more.
Keep the copy concise, clear, and quick to give room to attention-grabbing and important images and text. Brevity is best! And always have a source (online + phone) for additional information to make up for the concise text.
Before you print your flyer, it is essential to proofread it thoroughly and search for any mistakes or inconsistencies. Ask someone else to review your flyer and give feedback. When proofreading, pay attention to spelling, grammar, typos, alignment, spacing, color, resolution, contact details, website links and social media links. After you are satisfied with your design, decide on the paper type, weight and finish that will bring the look and feel you desire. You have the option to print at home, a local print shop or online depending on budget and preference.
Always, as a matter of process ask your client to approve and finally sign-off all jobs before they go to print because at the stage you are at, as a designer, you will not be able to see any errors as you are looking at the copy/text in a graphic way. It is then the client's responsibility to check-all copy. If you get your client's written approval for everything you design, this will serve you well.
The proofreading stage or 'second pair of eyes' can never be underestimated! A mistake is often one of the first things a potential client might notice, so making a good first impression and checking your work is essential. I often take a screen break between finishing a flyer or document before checking it over, as it's harder to spot mistakes if you have been looking at the same thing for a while. Run everything through a SPAG (spelling and grammar) checking software like Grammarly or Hemmingway. Getting a second person to review your work is even better.