Whether you’re setting up shop or looking to reach new customers, you’re going to need an eye-catching and stylish business flyer.
Even with the emergence of social media as the king in the marketing world, flyers are extremely useful.
First of all, flyers can increase awareness about your business to target audiences over a geographical area. Secondly, flyers can actually be used to increase your social media presence by notifying potential customers of your social media accounts.
Flyers also provide a sense of freedom to express your style and artistry that social media may not; your marketing flyers are completely blank templates that you can fill out and design as you desire.
Here’s the issue, though: you have no idea how to design a good-looking flyer! Don’t worry; we have the steps to designing a perfect flyer, whether we’re talking about club flyers, party flyers, business event flyers, or just a general marketing flyer.
And, the Branditt team is always available to help you develop the best possible flyer design and save you money on your flyer printing, too!
Step One: Begin with the End in Mind
Before you even get to the flyer, the bigger question is: What are you trying to achieve in your business right now? What results are you looking to get from your marketing activities? Are you trying to build awareness of a new brand? Promote the launch of a new product? Increase engagement? Collect leads?
You need to isolate your overall objective before determining if a flyer is the right tool to support that objective.
Step Two: Plan and Gather Information
Once you have your clear objectives for marketing as a whole, you can set a specific objective for the flyer.
Flyers are a low-cost and targeted marketing tool that can be especially effective in promoting a local business or event and driving foot traffic to a specific location. How will your flyers support your overall marketing objective and fit in with the rest of the activities you’re running? What’s the specific benefit of using flyers versus some other tactic?
As with everything you do in marketing, you need to know who you’re speaking to in the first place.
This includes demographics—age, gender, location, etc.—as well as psychographics—thoughts, attitudes and behaviors. Are you targeting people who have never heard of you or are you trying to win back past customers? Are you trying to attract customers away from a competitor? Who is the person who will most urgently benefit from what you have to offer?
Now that you have your target audience, what’s the one key message you want them to take away from seeing the flyer? What do you want them to be thinking, feeling or doing? What should they remember about your brand or product? What’s the one benefit or attribute you want them to be associating you with? You may have a lot more information printed on the flyer in the end but you need to be super specific about that one important message.
You also want to be super specific about what you want the person to do after reading the flyer. For example, do they need to sign up online or come to the store on a certain date? Even if your objective is driving awareness, you’ll still want to be clear on a specific action that the reader can take as a next step. It may just be visiting your website for more information or following you on social media—just make it super easy for the reader to know what to do next.
Step Three: Organize Information
The next step in any design project is to organize your information. What is required? What are your goals?
Any good event flyer needs to say, at a minimum, where and when the event is, what the purpose of the event is, and how much it costs. For businesses, you have a similar situation. Perhaps you have a grand opening. Where is it? When is it? What’s happening? All of these are important things to include in the flyer.
Though flyers can and should have way more information than your average presentation slide, that doesn’t mean you should go crazy with the content. The same basic rules apply here: less is more. If you create a flyer that is primarily made up of large chunks of text, very few people are going to glance at it for more than a half of a second. They’ll only see that it looks like a lot of work to sort through and move on.
Your goal should then be to pare down all of the necessary information into easily digestible chunks. Throw out anything that you don’t really need and look for ways to make what you do need more concise.
OK, so before we get distracted with the fun design stuff, let’s get a reality check first. You may want to make your flyer into a Michelangelo masterpiece, but realistically, most people won’t see it in that light at all.
Whether you’re advertising a computer sale or a club night, you need to remember that your flyer has to be striking enough to be picked up and looked at. The information on it also has to be clear and concise enough to convince that person to check out your shop or attend your event.
Prioritizing function over form before you start out designing will help to streamline your templates and get your brain in the right place. Of course, design plays a significant role in converting sales, but it isn’t necessarily the most tastefully designed flyer that will push the right buttons.
Step Three: Essential Brand Information
Now, onto the actual design portion of making your flyer. Whatever your message on the flyer, you need to make sure the reader knows who it’s coming from. When you’re setting up your templates, ask yourself: What are the elements of your brand identity that will ensure that people remember who you are and what you do?
What absolutely needs to be on the flyer—your logo, your tagline and your website URL? What about the typography—do you have a brand font? Do you have a brand mascot or other imagery that makes you instantly recognizable?
Step Four: Imagery and Visual Style
Speaking of imagery, what kind of style are you going for? High-quality photography can be really effective in drawing people in—do you have your own or are you open to using stock photos? What about other kinds of images? Could it be appropriate to use graphics or icons, or maybe even cartoons or drawings? As before, think about your brand, your industry and your target audience when making these decisions.
What about your typography? Even if you’re just using free fonts available on whatever software that you’re using, you still have a wide variety of font types and sizes that can greatly affect the visual design elements of your flyer.
Also, keep in mind that you can experiment with the way that your information is presented. It doesn’t just have to be arranged in columns. In fact, some of the best flyers change it up and arrange everything in a sort of grid pattern or even experiment with diagonally arranging the content. It’s more difficult to pull these off, but the point is that you can arrange your content in the way that you feel is best for the information presentation to reflect your style.
Step Five: Colors
Bold and bright colors will attract people’s attention, but the design also needs to work with your brand, your industry and your target audience.
What are the colors that will reinforce your message? For example, greens and yellows for health and wellbeing or bright primary colors for children. Do you want it to be super vibrant and colorful or keep things simple and sleek with two or three colors? Could it work in black and white (an especially important question if you’re on a tight budget)?
Step Six: Text
No, we’re not referring to texting on your phone. Within the message hierarchy, you need to be super clear on that call to action that you identified in your strategy. What’s the next step you want people to take and what information do they need—social media profile, website URL, or something else—to be able to take that action? Make it super straightforward so that there’s no guesswork involved.
Now it’s time to determine the exact text that will be on the flyer. Remember the key message you identified earlier and make sure that it’s clear that this is the primary message. Next, decide what other information needs to be on the flyer and in what order it should appear. Can anything be left out if there isn’t enough space?
Making your information concise doesn’t mean you should fill the flyer with fifty-seven bullet points. Bullets are great, and we’ll be using them today, but amateur designers are quite prone to going nuts with them. If you’re using bullet points as an easy-to-read and understand way to distribute your information, you’re on the right track. If you’re using them as a crutch because you don’t know how else to design a flyer, you need to rethink your strategy.
Step Seven: Bringing It All Together
Now, it’s time for you to bring it all together! At this point, you’ll either pull up some software on your computer and create the flyer templates, or you can hire Branditt to help design a digital flyer for you.
When working with your templates, remember that you can affect the aesthetic in different ways. Typography, imagery, color scheme, logo placement, and the overall formatting of your design templates will make the resulting flyers have very different feels even if they contain the same information. It’s in this way that you can really let the character of your brand show through in your flyer templates. Here are some things to keep in mind as you design your flyer:
Don’t Overwhelm Your Audience
Sometimes an understated flyer can be a perfectly-pitched design move. If you’re aiming at the more intelligent or corporate consumer it might not be the wisest idea to throw a rainbow of brights or a shouty novelty font into the mix.
In some situations, you may want to aim for an aesthetic that is minimal, subtle and calm. That’s not to say that you can’t be creative or complex with your flyer designs. However, keep you audience in mind.
For the general public, most people wouldn’t take time to break down your flyer, and if it’s too cluttered or too crowded, it’ll end up in the garbage. If you’re advertising corporate services or a business convention an understated, flat design style will attract your target market with very little effort.
The Fine Line Between Too Loud and Too Dull
Whether you’re making an understatement or a full-blown statement, you want to avoid the curse of dullness at all costs. Understated flyer designs can be transformed from bland to brilliant with a deft application of color.
If you’re looking to advertise something more informal and attention-seeking, like a club night, exhibition or festival, you simply can’t afford to be dull at all!
You want to inject your flyer with the spirit of the event itself. Looking at your flyer should transport the viewer to the event and allow themselves to imagine what it would be like to experience the event. If your flyer is a little on the boring side, they certainly aren’t going to get into the party spirit.
Follow these tips for making your flyers more exciting and never be in fear of producing a dull design again:
Balance a trio of bold elements—create a balanced team of one striking photo, one attention-grabbing header (in a legible but bold slab typeface) and one colored element. Avoid overcrowding by sticking to this three-element rule—it’s pleasing to the eye and will be eye-catching without becoming an eyesore.
Color is your new best friend—a palette of complementary bold tones, like the hot pink, sunny yellows and sea blues used in an eye-catching photo flyer, can conjure up summer days (perfect for festivals and BBQ events); while a pop of neon can add a masculine, sporty edge to black-and-white designs.
Make your design optimistic and fun—don’t allow the flyer to be overly serious; even if you want to bring in a corporate element you’ve still got scope to make something look witty or even a bit childish. You want people to pick up your flyer and hang onto it; they’ll be more likely to do this if the design makes them feel good.
Step Eight: Printing
What thickness of paper do you want? Do you want something more like a postcard or are you happy with a flimsy leaflet? Matte or glossy? Does it need to be folded? Get some samples from the printer to see what the options are. Again, there may need to be a compromise here depending on your budget.
Obviously, price per flyer will decrease as the total number increases—but you don’t want to waste money printing more copies than you need and have them all end up in the bin. If it’s a time-sensitive event or a seasonal offer that you’re promoting you won’t be able to reuse them, so plan accordingly.
When you’re ready to print, contact Branditt for a quote!
Step Nine: Flyer Distribution
Flyers can be handed out in person on the street, pinned onto bulletin boards or sent through the mail. They can also be distributed electronically. Think about how you’re going to be distributing yours and bear that in mind for the design of the flyer itself.
For example, a small flyer posted on a wall somewhere might need to be bigger and bolder to catch people’s attention in the first place, while a flyer handed to someone in person can afford to have more information in a smaller font size.
Any Questions? Concerns? Contact Branditt!
We know that the flyer design process can be a headache at times. We promise, however, that it’ll be worth it when you have great flyers, a great customer conversion rate and high awareness from your target audience.
As always, if you have any questions, concerns, or if you need assistance with designing your flyer, contact us and we’ll help you with your design, graphic, and printing needs and we can provide you with the best professionally designed flyers in the industry!