A well designed publicity leaflet can make a very large impact on the people you are trying to reach. Your leaflet should look professional and convince the reader that the organisation, product, service or event is of very high quality.
Below are some design ideas that will help you in creating a high quality product.
Content and Purpose
Keep the content limited – choose only one or two main purposes for a single leaflet. Some possible purposes for your leaflet are to:
- highlight an aspect of a business,
- canvas for members,
- introduce a new aspect of an organisation,
- present products/services,
- publicise an event.
Decide on the audience. For example, if you are publicising/seeking members for a sport club for children will your audience be the children themselves or their parents? The audience will affect the words you might use in your leaflet and might also have an effect on the images you choose.
“Audience” Image by:drewm Drew McLellan Licensed under Creative Commons Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0)
Write the content next. Keep it simple – use short sentences, simple vocabulary, and short paragraphs. This will make your message more effective and easier for your audience to remember the main points.
Design, Organisation and Layout
Choose a size that allows you to include your content without it looking overcrowded but also avoids too much empty (white) space. The size should also suit your purpose.
Contrasting colours are good for catching attention but take care not to overdo the colours. Make sure that text stands out from the background and the headings also stand out from the rest of the content.
Use images (graphics) that support the content. Don’t use them just because you like them. Emphasise your message by using text and graphics side by side. Images are good for making an impact. Colour images have been shown to hold the attention of readers. If you have a logo then use it to add more impact.
Contact information is vital and must be accurate check the phone number, company name (spelling), full contact information, emails, websites etc. NOTE if you are making a leaflet as part of your studies you can invent contact details but be very careful that you do not accidentally use real details belonging to someone else.
Make sure that if other information is necessary that you include it – for example: opening hours, prices/costs, regular meeting times, regular match/game/coaching days and times.
Publicity leaflets need to be eye-catching, they also need to keep the attention of the reader once it has been “grabbed”. Knowing your audience, using the strategies you have already learned for visual texts and planning your layout carefully will help you achieve this.