Five tips to keep in mind when designing a leaflet

Getting the right information across to your customer base is a critical challenge in your marketing objectives. As we move towards more digital marketing, print marketing is still a useful tool and continues to play a significant role in marketing today. Contiune reading for the best tips on leaflet graphic design.

Designing a small leaflet might sound easy, but once you start, you might find yourself getting stuck. We’ve designed a fair amount of leaflets and thought we would share a few tips that we hope might help you.

1. Figure out your goal and message

You might be staring at a blank A5 page in your design programme and wondering where to start. One starting point is to think about what you want your leaflet to achieve. Are you wanting to promote a new product or service, running an event, or running a new offer? This will help you decide on what content you should include, e.g. a date and location is a must for event promotion.

Promotional Leaflet
Promotional Leaflet offering a discount

2. Who is the target audience?

Your leaflet shouldn’t try to appeal to everyone, and identifying who you want to pick up this leaflet is essential as it will affect the visual design, photographs and words you use. For example, students would be more likely to pick up a colourful leaflet which has photographs of students on it, than a leaflet with a muted colour scheme with photos of the elderly. It might also be worth thinking about the type of stock you use, for example, if you are trying to sell eco-friendly products to environment-conscious customers, recycled paper or card will attract their attention. The more you can refine your audience, the more you can target your leaflets design and copy toward them.

Environmental Leaflet
Environmental leaflet, a recycled stock would be appropriate here.

3. Use great copy

You want viewers to read your leaflet, so make it as engaging as possible, and appeal to them by using ‘you’ and ‘your’. You need to provide them with enough information to keep them interested, but remove clutter and remember to apply the KISS (keep it simple stupid) principle. Gargon or any other terms your audience might not understand should be removed. If you feel your target audience will want in-depth information, a tri-fold leaflet might be a good option for you. Remember, it is not about you, but rather how you can help them so instead of listing features, tell them how they will benefit from your product or service. For leaflets advertising a service or product, the leaflet should answer two important questions:

  • Why should I pick you other your competitors?
  • What is in it for me?
Informational Leaflet
Informational leaflet with well-considered copy.

4. Utilise photography

Photography is a great way to represent your brand, but also, it can help your audience identify themselves as your audience if they see a customer similar to them, or can see a service or product that meets their needs. Impactful images can also strike a chord with your audience, create desire and grab the attention of passers-by so they see your leaflet. If you don’t already have a library of professional images for your brand, we would recommend for you to invest in a photoshoot. Not only will this provide you with photos for the leaflet, but can be used on other marketing material in the future such as your website and will remain consistent. Don’t have any photos? We can help with new imagery for your brand.

Leaflet with photography
Leaflets using impactful and consistent photographs.

5. Include a call to action

After reading your leaflet, they are interested in what you are offering but what do they do next? You should use a call to action to encourage further interaction from your customer. Do you want them to visit your website, call your office, or share something with you on social media? Make sure this is displayed somewhere on your leaflet, where they can see it.




dog walking flyer
Flyer with a clear phone number to call them


That’s all folks!

I hope these tips helped, if you do require any help then get in touch and we can see what we can do for you.