While there’s so much being written about the effectiveness of email and other digital platforms for marketing, the smartest brands aren’t overlooking the value of the printed word. Flyers continue to be a highly effective marketing channel for all brands. This is because they capture the attention of consumers for longer, are more memorable, and are easier to share around, meaning a flyer can gave a greater reach than an individual email.
However, it’s important to get the design of the flyer right, as effective marketing via flyers requires high quality, engaging, and memorable design and content which is likely to be different from what you might do with an email or web advertisement.
Some of the best practices in flyer design include:
1. Make it visually striking
A web advertisement needs to catch someone’s attention in the context of a relatively small screen, be it on a phone or computer, whereas a flyer needs to attract a person’s attention when they have a full 360-degree view of the world around them. To do this, you should design your flyer with high contrast visuals that look colourful and bold from a distance.
Make sure you don’t rely on overly naturalistic colours and designs either. If a flyer can be camouflaged because it fits in to the surrounding environment too well, it won’t have an impact. So, if possible, do some research into the environments that you’d expect your flyer to end up in, and design your flyers so they’ll be eye-catching in that environment.
2. Make the keyword the hero
With a flyer, you have more space to play with than a typical web advertisement, and this allows you to share more information with your customers. However, you still need to grab their attention first, and you need to do that immediately. If the consumer’s eyes skip past your flyer, they’re not likely to give it a second look.
Considering this, choose the one word that’s most important to the message you’d like to convey, and make that word the most prominent thing on the flyer. It could be a word that acts as a pressing call to action, such as “Limited” or “Now”, or it could be a word designed to generate excitement, such as “New” or “Free”. It could also be the name of the product or service if it’s already familiar and liked by the customer.
3. Make the flyer full bleed
To use a slightly more technical term, design your flyer to be “full bleed”. This means that the printed material, including the colours, art, and words, extend right to the edges of the page. You can’t print full bleed on most office printers, but commercial printers can do it, and those couple of millimetres of design on the edges of the flyer will give it a more professional and polished look.
Note: while it’s a good idea to have the art extend to the very edges of the page, make sure you follow best practice with the design and layout of your flyer. Text should be indented and placed cleanly on the page. Talk to an expert in printing or design, like Dark Horse, if you’re not sure about what these best practices for design are.
4. Use high quality images
A flyer should incorporate a lot of imagery to capture the audience’s attention so they then move on to read the content and message in the text. However, there are rules about imagery in print, and things you can get away with in digital ads won’t necessarily work on your flyer.
For an image to look good on the printed page it needs to be of high resolution, which is 300 DPI. Unfortunately, a lot of art that you see on the Internet is 72 DPI or less, and when placed on the printed page, this can result in an unattractive, grainy look. If you can, get your own photography or art drawn – it’ll be an expense that will add to add to the overall cost of the flyer, but you’ll also be able to guarantee that the image will look good on the flyer.
5. Make sure the flyer is branded to your company
Your company should already have strong branding – from the logos to the font you use, you should have a sense of what your brand represents and how you want it to look. Make sure your flyers also reflect that brand. For example, if you’re running a law firm and you want to convey to your customers your professionalism, don’t produce a flyer that looks street and “hip,” even if you think that design will catch the eye of some consumers.
Over the long term, having a consistency in your branding will help customers immediately recognise your company, and that will improve the impact of your flyer campaigns and the like.
Create the perfect flyer
If you’re struggling to get started with the design of your flyer with the above design ideas in mind, look for a template. But if you think you need more help than just a template to create eye-catching flyers, check out Dark Horse for all your flyer design and printing needs.