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7 Tips for Improved Leaflet Design – Well-designed Leaflets Still Play an Important Role in your Marketing Offering

Well-designed leaflets still play an important role in your marketing offering, even with the growing prominence of online marketing. They offer numerous advantages, such as being cost-effective to produce in large quantities and providing a physical, tangible item that potential and existing customers can keep and refer to later. When designing the perfect leaflet, factors like design, content, and paper stock need careful consideration to effectively connect with your audience. Getting these elements right can result in up to 80% of recipients reading, retaining, or sharing your leaflet. Here are 7 tips to improve your leaflet design and ensure it reaches a wide audience.

Here are 7 tips for improving your leaflet design and ensuring your leaflet reaches the broadest possible audience.

1) Less is More

Leaflets are usually printed on A5 paper stock or smaller and are just a single page, possibly folded to create panels. This means that you do not have a lot of space to work with, and you must think carefully about how you use the space and the amount and type of information you include in your leaflet.

Avoid the temptation to squeeze in as much as possible. If your leaflet design is overwhelming or you make your font size too small to get more information in, you will do more harm than good to your marketing.

Overly busy leaflets land in the bin. Prioritise identifying your key message early in your planning stage and ensure you include a call to action and your contact details. The whole thing is pointless if your potential customers cannot find or reach you.

2) Include Traditional Elements

The best leaflets are those that look original and feel more personable. Consider including handmade graphics like hand-drawn illustrations or hand lettering to give your flyer that traditional, unique touch. These small touches help your leaflet stand out and make it more memorable.

Traditional elements in leaflet design can add a touch of authenticity and familiarity, making your leaflet more visually appealing and memorable. Here are some traditional elements commonly used in leaflet design:

  1. Typography: Classic, serif or script fonts can evoke a traditional feel and add elegance to your leaflet. However, make sure the font is still legible and easy to read.
  2. Borders and Frames: Incorporating decorative borders or frames around your content can give your leaflet a traditional, vintage look. It helps to define the structure and adds a touch of sophistication.
  3. Hand-drawn Illustrations: Including hand-drawn illustrations can bring a unique, personal touch to your leaflet design. These illustrations can be used to depict products, highlight key messages, or create a charming visual narrative.
  4. Retro Colors and Textures: Opting for a color palette that reflects vintage or retro tones can contribute to a traditional aesthetic. Consider using muted or earthy colors, and experiment with textures like grunge or distressed effects.
  5. Vintage Patterns: Incorporate traditional patterns such as damask, floral, or geometric designs to enhance the traditional vibe of your leaflet. These patterns can be used as backgrounds, borders, or decorative elements.
  6. Classic Layouts: Stick to traditional grid-based layouts that provide balance and clarity. Use columns, sections, and clear hierarchy to organize your content effectively.
  7. Ornamental Elements: Integrate decorative ornaments, flourishes, or embellishments strategically throughout your leaflet design. These elements can be used to separate sections, frame headlines, or add visual interest.

Remember, while incorporating traditional elements, it’s essential to strike a balance between traditional aesthetics and modern design principles to create a visually appealing and effective leaflet.

3) Digital Extras

Remember, it doesn’t have to be an ‘either or’ situation when designing your leaflet. You can incorporate traditional and modern elements to create something truly unique and valuable. Consider adding a discount code that your potential customer can use on your website or a QR code to increase the ease with which customers can find your website. You can also encourage readers to like/share/comment on your socials to receive discounts or participate in prize draws.

4) Add Clear Value

Your message must be clear and add value to the reader’s day. You need to give the reader a reason to keep or share the leaflet with others rather than posting it in the nearest bin. The points above are part of this message. Voucher codes, money-off offers, and draws are all reasons to keep a flyer if they add value to the customer’s day.

5) The Power of Infographics

Infographics are an ideal way to convey a lot of information in a confined space. Infographics allow you to harness the power of graphics, reducing the need for reams of text and making it easier to hold your audience’s attention.

Remember, an infographic should have a clear message and be easy to understand. If you try to incorporate too many messages or ideas, you’ll lose or confuse your audience and lose the infographic’s power.

6) Function First

It doesn’t matter how pretty or enticing the design of your leaflet is if the message is lost. Your leaflet’s key function is to bring in more customers and give you a good return on your investment. To do this, it must be easy to read. Essential information must be evident at first glance. If you are marketing an event, the date, time, and venue must be the first things your reader sees. Website addresses and contact details should be clear and stand out from the background and other text. Use a different, bold font or colour to ensure they are easy to read.

It is worth reiterating, don’t overcrowd your leaflet. It is better to leave the reader wanting to know more and heading to your website than crowding your page with small, hard-to-read text. They will follow up to find out more if they have the key information to pique their interest.

7) Don’t Just Print Your Online Adverts

A digital advert’s capabilities and priorities are very different from those of a print medium. This means that a digital ad rarely transfers well to print. Copying your online adverts does little to add value to your customer either. If you using leaflets, take full advantage of the medium and your investment to ensure they work and provide a good return on your time and money.

Let Creative Harmony help with your next leaflet design

Creative Harmony has been responsible for many leaflets since our inception. We fully embrace changes in the graphic design world and use new approaches to best support our clients. Working with our design team ensures the success of your next leaflet campaign.

Can Creative Harmony Support Your Next Project?

Creative Harmony is a full-service design agency. We support clients with everything from branding guidelines and business card design to marketing brochures, logos, and WordPress websites. For a quote on your next project, call us or complete our contact form, and we will be in touch.

Can We Help with a Project?

We’re happy to discuss any aspect of your branding and design with you.  If you’d like to speak about your next project, email

Or you can give us a call on +44 (0) 203 773 9137

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