Creating a leaflet design along the guidelines in the previous article (Read Part One if you missed it) will produce a basic but readable and balanced document. However, you want it to stand out in a crowd and to get noticed – but for the right reasons…
The idea that the bigger the text or the more information crammed on to the page will get the results you need is sadly not true. If you blind the reader too quickly with neon colours in their face, they will surely fail to take in and act on your message.
Here’s a few tips to reign in our design enthusiasm – just enough to produce a customer friendly piece of marketing and a well designed leaflet.
1. Dont use all the colours of the rainbow!
Even if you are a true Hippy not everyone can cope with a psychedelic spectrum! Choose a range of colours which compliment or contrast and stick to a limited pallet. Good sources of colour pallets can be found on several web sites, Design Seeds is a great place to find inspiration.
Tie in your colours to logos and house styles, pay attention the branding and use your colours carefully.
2. With too many typefaces, too much type and huge headlines your leaflet will, no doubt, resemble a scrabble board!
Don’t fill the page with huge headlines and long blocks of text.
Use the space on the page to accentuate the text. As said in the previous article only choose a maximum of three typefaces, use the bold and italics in the family to highlight points or captions. Too much text will confuse the reader with far too much to digest!
A good headline font is something that may bit a bit different but dont use it for body text. Using a good serif font for displaying the bulk of your information is usually recommended as it is supposed to be easier for the reader, however many good publications use sans serif font nicely spaced and easily get away with it!
3. Make sure your line spacing is ‘comfortable’, too little space and the lines all jumble up and look crowded.
Too much space it will all look as it its floating off the page… and you wont fit your information on!
4. ‘Good Alignment’, this means aligning the type in an attractive and neat format.
Center the titles, center the text, OR Center the titles and align the text to one side or other or justify it. Don’t align each paragraph differently it will look like a badly made jigsaw puzzel. Nice effects can be achieved with cleverly aligned text which lines up neatly and consistently.
4. Don’t use swirly capitals for contact details – they must be as clear as possible.
5. Hesitate to use text in colour or on coloured backgrounds as it make sit much harder to read.
Printing processes may not give you the results you are looking for as coloured text may appear blurred when in small sizes. Stick to coloured titles and sub titles. White text on dark backgrounds may fill in if too small or thin.
6. If you want text to run over photographs make sure the part of the image is not too complicated and that your text will still be easy to read.
A useful tip is to put a drop shadow or vignette behind the text.
7. Choose your best images.
Background images over all or part of the leaflet design can look great as long as you pay attention to the point above. Bleeding images off the page can be very effective, this means the image runs off the page and is printed up to the edge with out a margin.
8. Finally, concise and interesting text is essential.
If it grabs the reader and interests them most of your job is done. Don’t repeat information unnecessarily it will just annoy but make a clear conclusion or call to action.
The rest is easy!
Play with your layouts and move things around. If you stick to the grid discussed previously in Part One, your design layouts will be much easier to build.
A good headline, good content, a strong call to action and contact details are the main essential elements, the images and typefaces add interest and are there to support not hinder and confuse, don’t hit the reader at 100 mph but entice and attract – then you will get results!