There is much more to creating a successful flyer design than simply great graphic design. Every element of the campaign has to be well planned and work in harmony to engage the right customers and get them to make the response that you want.
Since 2006, we have designed literally hundreds of flyers for clients. From small runs of personal postcards, to major nationwide direct mailing campaigns. We have even designed and delivered effective flyers for clients overseas including Hong Kong, Cyprus, Nigeria and South Africa.
These projects have taught us a lot about what really works when it comes to flyer design, and the details which can really make a difference. So here are our top tips for creating a successful flyer design.
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TIP 1 : Decide how you are going to get your flyers to customers right at the start
The method of distribution for your flyer should have a huge impact on the format, text, design, and paper type. Therefore it is important to establish your delivery method right from the start.
For example, if you are delivering through people’s doors then the message is key – you want to hit your audience immediately with the key promotional message. However, if you are posting the flyer out to an existing list of contacts then establishing the brand may take precedence in persuading someone to read on.
There are also practical considerations. Creating a brilliant A4 flyer design is great, but if you will have to fold it right through the middle for placing in a magazine then the impact may be lost. Likewise, if you are handing out flyers at an event, then an A5 format will be awkward for someone to keep, whereas a postcard can slip straight into their back pocket or handbag.
TIP 2 : Choose your format carefully
When people think of flyers they always think of the traditional A5 flyer format. However, the options for flyers are much wider than this and can make a big difference to how the flyer engages with an audience.
You also need to make sure that the format is suitable size and shape for your images and message, as well as your chosen delivery method.
Before you start on your own flyer, take a look around at some other flyers to find a format you like. If you need help, our graphic design website has information on a wide range of different flyer formats and our graphic design portfolio is full of examples of other flyer design projects we have been involved in.
Choosing the best format is the foundation of a great flyer campaign.
TIP 3 : Think carefully about text
The text is more crucial for a flyer design than nearly any other form of marketing. You have limited space and need to engage your audience quickly and effectively. There is nothing more off-putting to an audience that a big block of information.
Most effective flyer designs are based around a single promotional message. If you look at the promotional flyers sent out by large companies, you will notice that they are nearly always based around selling a single product or feature. Your bank rarely sends out a promotional mailer covering savings accounts, loans and credit cards – instead each mailer is based around pushing just a single message.
So pick the single feature, product or service which you believe is most appealing to your audience and build the text around this.
TIP 4 : Sell the benefits
It is very easy to base a flyer around the product features rather than the benefits – yet it is the benefits which will appeal most to your audience.
Therefore when creating your promotional message, you should always be thinking about the benefit that a feature, service or product offers a customer. For example, if your main service is gas boiler servicing then think about phrasing the service like this ‘Keep your boiler serviced and avoid expensive emergency call-out charges.’ or ‘Make sure your boiler makes it through winter’, rather than just saying ‘We can service all makes of boilers’.
Your images should also concentrate on selling the benefits. In the boiler servicing example rather than featuring pictures of boilers, it may be much more effective to show a family enjoying a warm room while it is snowing outside, or a picture of someone whose heating has failed hanging on the telephone and wrapped up against the cold.
TIP 5 : Don’t forget your call to action
So your flyer has sold your audience on the benefits of your product or service. What next? You should never forget to steer your audience to the action you want them to take. A strong call-to-action statement will convert agreement into positive action.
So think about the action you want your audience to take and make it explicit. ‘Visit our website now for more information’, ‘Ask your wholesaler for brand X’, ‘Call us to place your order’. These may seem obvious instructions but they can be the extra push your reader needs.
Unlike brochures and magazine advertising which people often revisit, your flyer often only has one chance to make an impact and elicit a response. You therefore want to make the most of this opportunity by making it completely clear what your reader should do next.
BONUS TIP : Measure your response rates.
Working out how successful your flyer has been is essential for planning future promotional campaigns. Successful marketing is all about unlocking the methods which work for your business and products, and it is much easier to do this when you have real data to work with.
Therefore, before you finish designing your flyer think about how you are going to measure its success rate. Perhaps you will include a special offer with a unique code. Or use a unique website address on the flyer which you can easily track. Or add a ‘Where did you hear about us?’ question into your order form.
Once you have this data, use it. Find out what type of customers your flyer attracted so you can target your next flyer better. You might find that delivering to one area was a waste of time, so you can drop this area next time to focus on regions which really worked.
You may even discover that your flyer did not deliver the response you wanted to you can then try and work out why.
Whatever you find, response information will help you make your next marketing that much more cost-effective and successful.
Need help with your flyer design? Add Design offer an online flyer and leaflet design service for customers in Essex, Suffolk, London, Cambridge and the rest of the UK.