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Monday, January 20, 2020, 13:58

The design of promotional material is a great asset to any business or charity. When you create flyers and business cards to advertise, you are communicating a message instantly. Before advertising, you need to carefully think about what you are doing, why and what you are saying to any potential customers.

In this blog post we're going to think about how to design a flyer in terms of your content, how its displayed - and the things to avoid!

Imagine the scenario that you are advertising your business with flyers in a neighbourhood where you are looking for new clients. So you create a flyer, maybe using a designer or using an online template via a printing company. What do you need to think about?

1. If you have a logo, this should go somewhere prominent on the flyer so the person reading the flyer immediately knows who you are. This is usually accompanied by text stating your business name. Make sure this is very clear so that it stands out.

2. You should alson consider a 'strapline' - a quick description of what it is that you do. So for example if you are a window cleaning business then your strapline will state what you do, where and the kinds of services. "Professional and friendly window cleaning, gutter cleaning and fascia cleaning services for residential and professional properties in the Devon and Cornwall area."

3. You can then go on to list other services if that helps but keep things short and clear. Remember to fit your content to the size of advert you're producing - so if you're doing one sided business cards, you just your need business or charity name, types of services and your contact details.

4. You may want to add pictures to your flyer. If you do, use ones that show properties you have cleaned, not just ones you've found online. I once traced a business flyer that I was suspicious of and found all the images online within a couple of minutes. So be unique. Don't overwhelm with images but also show enough of the image for people to be able to see it. A 2cm image may not be seen or be clear enough!

5. Add your contact information to the page. I'd also add that mobile numbers are fine, although sometimes adding a proper phone number with a code (or using an equivalent 0800 type number) may suggest you're more 'professional' if that is the image that you want to project. If you have a website, make sure you get a proper 'domain name' - like 'devonwindowcleaning.co.uk' rather than get a free website name with a complex website address that people won't bother to type in!

6. The sizing of information on a flyer - should generally be going from largest to smallest as you look 'down' the flyer. So the top line should generally be the largest size / most visible. The next 'line' on the flyer should be your strapline with, with a slightly smaller size. Then the less important info (e.g. a detailed description of what you do) being a smaller size again. At the bottom of the flyer you can add your contact info in a larger size.

7. Check your spelling! Saying "profesional window cleaner' doesn't look very professional if you don't have a capital "P" and then don't spell the word 'Professional' properly. Check your flyer for spelling and if possible, get someone else to check it for you as a 'second set' of eyes often sees things you've missed.

8. Think about colours. I once had to design a flyer where the client insisted on a pale yellow and some white text. But the white text didn't stand out at all - so I added some shadow to the white text. Choose colours that work well together (google 'colour wheel') and don't mix similar colours when thinking about backgrounds and words. When choosing colours, think about ones that communicate your business - so for a tree and garden services flyer, use natural colours like greens and browns.

9. Think about sizing of your type (your words). What looks amazing on your computer screen doesn't always look amazing in real life. My church does some amazing flyers but regularly doesn't have large enough text. Make text as big as you can - you want people to be able to read what you've written! As a guide, if at all possible use font sizes of 11 or 12 and above - as people get older they often find it harder to read smaller print.

10. Consider the font / typeface you use (types of lettering e.g. Arial, Times etc). One organisation I know often used some 'fonts' (types of text) that weren't very readable, so people couldn't read what was being said simply because the wording wasn't clear due to the poor font. Again, a font communicates something. If you're a cutting edge business, don't use a 'medieval' looking font and if you're a traditional service like engraving, don't use a 'modern' looking font. One final thing to think about here is using capital letters. My advice is to never use CAPITAL LETTERS TO WRITE THINGS except the title of your flyer - as it's very hard to read!

How not to do a flyer...

And how to do a clear, simple and easy flyer...

(Note in this example which isn't real, a free online image has been used - but in reality insert your own!)


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