People receive marketing leaflets through their door on a very regular basis, so being able to stand out from the pile of other leaflets is key in getting business leads from them. Although a lot of marketing budget is going into digital channels these days, direct mail marketing including leaflets still works very well across a number of industries. Fast food restaurants are one example of an industry that is still getting a high level of success from leaflet delivery. Even if people do not want to use the company right away, they will often put the leaflet in a drawer to keep for another time.
So, leaflets still have a very important role in marketing but it is vital that they are designed to really stand out, otherwise you are spending all of that money on something that is likely to find its way into the bin or at best, the recycling. Colour Graphics look at ways to design a leaflet that stands out from the rest.
Use high quality images
Images are a great way of catching people’s attention but when choosing your images, you must make sure that they are of good quality (high resolution) and also that they are relevant to what you are trying to sell. If you are a double-glazing company, choosing a really good image that represents your best work is an example of great image use. If you are a fast food restaurant, you want to use images that make people feel hungry when they look at your food images, so choose highly appetising pictures of your most popular food for maximum effect.
When you are choosing images, it is also really important that you never use images that are subject to copyright. You need to have a professional looking image to convey a professional business, so choose your images really carefully. Any low quality images are worse than having no images at all!
Attractive, clear typography and good formatting
The typography that you choose for your marketing materials is really key; both in setting the right tone and also to make sure that your most important information is clear to read. Avoid using any fonts that are difficult to read and stay consistent in your use of typography, so that the content is not distractingly busy.
The layout of your text is also key in making sure key points are easily read, if your text does not line up vertically then you are giving readers more work to do and therefore having less impact. Rather than overloading readers with long blocks of text, utilise bullet points to get the key information across.
Use of colours
As well as choosing colours that are eye-catching, you generally get more success with colours if you consider colour psychology. If you want to convey that something is urgent, like a cut-price offer, using red will draw attention to it. Using blue will help to gain trust in your brand, as blue is psychologically linked with trustworthiness and dependability. Using the right contrast of colours is also really important in order to grab attention, so light text on dark backgrounds or darker text on light backgrounds will stand out more.
When you are choosing colours, make sure that your choice fits in with the rest of your colour scheme. You really want to avoid using colours that clash with each other or look unattractive, as this can really put people off.
If you really want your leaflets to stand out, the finish and quality of the paper is really influential. Home-printed leaflets on a low budget printer are much less professional looking than ones that have glossy, high-quality finishes. Professional printing costs significantly more but if you want to make a good impression, your leaflets need to be printed professionally.
Keep it simple
Putting too much information onto a leaflet can be overwhelming and people rarely want to spend more than a few seconds reading a leaflet. They want to scan it for key information and quickly decide whether it is of interest to them. Be clear with your messages, contact details and what your product is. Your leaflet should demonstrate why the person should choose your company over your competitors as concisely as possible. White or blank space is not wasted space, it helps to draw more attention to the content within your leaflet, so don’t be tempted to cram as much text and images onto the leaflet as you possibly can. Sometimes less really is more!
If you follow these key principles when designing your leaflet, it will definitely stand out from the rest of the mail going through letterboxes.