A well-designed leaflet is a powerful marketing tool but to ensure effectiveness, it must be clear, engaging and visually appealing. Below are some key rules to follow for an effective leaflet design.
Keep It Simple
Less is more when it comes to leaflet design. Structuring the content into four or five sections ensures clarity and keeps readers engaged. Begin with a compelling headline that captures attention and encourages further reading. Follow this with essential information, endorsements or benefits and conclude with a strong call to action.
Font Matters
Choosing the right font can make or break your leaflet’s effectiveness. Stick to one font type, preferably modern and easy to read, such as Arial or Calibri in a suitable size – around 12pt. Capital letters can be used for headlines, but avoid italics as they can be hard to read. A clean and professional font enhances credibility and readability.
Thoughtful Use of Graphics
Images and graphics should enhance, not distract from, the message. Avoid clip art and low-resolution images, as they appear unprofessional when printed. Professional photos or high-quality stock images from sources like Shutterstock or iStock are recommended. Ensure that images are relevant and reinforce the leaflet’s message.
Use Colour Strategically
A simple colour scheme using two or three harmonious shades is ideal. Where applicable, incorporate corporate colours to reinforce brand identity. Colours should highlight key elements such as headlines and calls to action. Accessibility is crucial, so ensure that contrast levels are high enough for readability using tools like WebAIM.
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Effective Logo Placement
Logos should be placed strategically, usually in a top or bottom corner, to maintain a clean layout. When working in partnership with other brands, include their logos to add credibility and recognition.
Clear and Concise Copy
Leaflets should be easy to scan, so avoid long paragraphs. Use bullet points, short phrases and whitespace to improve readability. The purpose is to generate interest and direct readers to further details online.
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