How to Design the Perfect Leaflet

By Paul Feeney | Print Marketing

From Email Marketing to Facebook, Responsive Web Design to Google Advertising, It is time to embrace change.

Nov 19

1. An Informative & Grabbing Heading

I have seconds as your graphic designer to grab the attention of a passer-by. Even when a potential customer picks up your leaflet they only give the leaflet seconds of half interested fleeting, glancing concentration. In those seconds of half focus I have to make an impact and engage with the viewer on your behalf.

Most of my clients fall at this first hurdle by insisting their logo or name of their company comes first. This information in the initial exchange of time between the leaflet and the viewer holds no importance to the viewer. It is your product or service that offers value, and this should be presented to the viewer first to show the potential customer what matters most – them, not you.

The Heading in the example above gets straight to the point and in only 6 words informs the viewer of the ‘where’, ‘what’ and ‘why’ of the leaflet.‘Koh Samui’, ‘Fine Dining’ and ‘Definitive’ – The first thing the viewer is told is that this leaflet holds information to an experience that should not only not be missed but that its holds something special for the viewer. All of this can be taken in at a glance and leaves a lasting impression of curiosity and intrigue in the mind of the viewer.

2. An Encapsulating Image

The main image of a leaflet should not blatantly inform the viewer of what is on offer, but rather create a sense of intrigue and wonder. ‘Showing’ and ‘Telling’ needs to be replaced with ‘Giving an Idea’ and ‘Peaking Interest’. The word ‘Experience’ in the heading combined with the image of 1 high class dish leaves the viewer to his or her imagination of what the restaurant is like. This creates curiosity and there is only one way to squash curiosity.

Satisfaction of one’s curiosity is one of the greatest sources of happiness in life.

Linus Pauling

3. Your Logo

The logo comes third in the hierarchy of what the viewer should see and rightly so. I know from experience that if I were to present this very design to 99% of my clients they would request I place the logo on the top and heading on the bottom.

Plus the logo is of a very high standard. A traditional, yet modern style, again adding to the intrigue and premium nature of the establishment.

4 & 6. Imagery which Set Scenes & Evoke the Senses

Having strong visual imagery on any marketing item is paramount to its success and the selection of these images is so important.

For a Perfect Leaflet design you must see the leaflet as a whole. Only through the correct combination of each element do we present to the viewer a glimpse of what to expect. Never revealing the whole picture, but rather touching on the senses of the viewer. Only 4 images are used on the example leaflet above. The main one suggesting fine dining to grab the viewers attention. The secondary images embody ideas associated with fine dining – A beautiful, serene setting, the skill and experience of a chef that goes into fine dining and of course the fine ingredients themselves. All of which comes together beautifully to give the viewer a perfect experience and all of which is presented perfectly to depict this beautifully to the viewer.

5. An Accompanying Tagline to Peak Further Interest

The Heading is to grab attention. Once attention is grabbed a tagline can offer the interested viewer further information whilst selling and intriguing the potential customer.
The Tagline on this particular leaflet is

“Cooled by soothing breezes from the Gulf of Thailand and perched above magnificent palms, Koh Thai Kitchen & Bar is a place like no other.”

Again the tagline speaks to the senses and emotions of the viewer. It does not explain what it offers in detail, but rather presents a relaxing world where you can while away.

Definitive – Experience – A Place like no Other
Whether consciously or subconsciously the heading, images and tagline all present an intriguing world which if visiting Koh Samui one has to experience before leaving.

7. Contact Information

Small, neat and professionally depicted.

The contact information confidently sits at the bottom of the leaflet. It is presented (as it should be) last to the viewer. Making your contact information ‘stand out’ as so many of my clients insist on, does not encourage the viewer to get in touch. You cannot trick or force the viewer to contact you. You must focus on steps 1 through 6, attempt to connect emotionally with your customers and present your best case. If we present the information correctly through steps 1 to 6, Step 7 will take care of itself.

Make sure to draw your maps and not simply take a screen shot from Google Maps which comes across as unprofessional

Common Mistakes In Leaflet Design

The Big Logo

A small amount of ‘cruel to be kind’ here but If you have not built up your brand or like most businesses don’t have a brand, than your logo is not really worth that much – I’m very sorry to say.
A solid logo does of course add professionalism to all print mediums, and indeed most advertising mediums but a message when it comes to marketing has to be so quickly absorbed by the passer-by that it must immediately make an effect or implant a thought. Your logo (If not synonyms with your brand) will just distract from this goal.

The Big Contact Details

Again simply by thinking about the hierarchy of information you realise your contact details do not need to be big at all. Before we get anywhere near someone actually taking down your contact details we have to convince them to take down your contact details. Let’s not distract them for a second from the perfect image and the perfect message we have crafted with phone numbers and fax numbers.

If the heading and images do their job, curiosity will be peaked and the viewer will decide to take your details.

Reverse Psychology

Because most customers and business owners alike assume they should have their contact details large, having them small shows confidence in the product or services you sell. You don’t have to shout your contact information, you simply present the quality of your product or service and the viewer will decide whether or not to contact you.

Now it’s your turn!

Ponder how to create intrigue, think hard on those headings and subheadings and email that information over to me on and I will do the rest. A leaflet guaranteed to increase sales.

Want to discuss designing the perfect leaflet?
Call me on 021 2340063 or email


About the Author

Paul Feeney is a Design & Marketing Consultant who helps SMEs increase sales through print marketing, sales focused web design, email marketing, online marketing & social media marketing.

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