A Visual Guide to Marketing Your Business with Leaflets
These days, most business owners tend to stay clear of printed marketing tactics, preferring digital marketing techniques such as SEO and PPC to the traditional methods.
It’s easy to see why so many business owners make this decision too; it’s typically much easier to track ROI when it comes to digital marketing (due to advancements in technology), and also, printed marketing can often be more difficult to pull off.
If you’ve ever used printed marketing tactics in the past – such as leaflets – then you might have found yourself out of pocket when your leaflets didn’t generate the ROI that you were hoping for.
This is a common occurrence in the world of print marketing, and usually, it’s due to a simple mistake: the reliance on only the visual aspects of design.
By this, I mean that most business owners follow the same process: they’ll decide they’re going to create a leaflet for their business, find a designer, hire them and proceed to tell him/her to design a visually stunning leaflet, without much thought for things like the target audience, demographic, layout, content, copywriting, and print method, amongst other things.
Typically, quintessential marketing tactics also tend to be neglected when it comes to print design, such as the inclusion of a hard-hitting CTA (call-to-action) and/or the implementation of sales copywriting techniques.
There’s many other factors you need to consider when creating a leaflet too, so here’s an infographic that walks you through pretty much all of them.
The Periodic Table of Print Design: Leaflet Edition
Created and designed by FastPrint – a leading print/design company based in the UK – the periodic table of print design (leaflet edition) is a simple and visually stunning infographic that documents the most important elements to consider when designing a leaflet.
It’s been designed in the same style as the periodic table of chemical elements, but obviously, the infographic lists elements of leaflet design, rather than chemical ones.
All of the elements have also been broken down into a total of six categories, ranging from the planning process (i.e. “Concept” and “Structure”), to the visual design (i.e. “Content” and “Design), and also the print process (i.e. “Pre-Print” and “Print”).
In total, there are 36 “elements” to consider, although some of them bare more importance than others. You’ll see that each of the elements has a numerical value (ranging from -3 to +3) attached to it; this essentially shows how important that element is.
Here’s a rough guide:
- +3 – Very important
- +2 – Important
- +1 – Somewhat important (possibly not for all types of leaflets)
- -1 – Should be avoided in most cases (possibly not for all types of leaflets)
- -2 – Should almost always be avoided
- -3 – Should always be avoided
You’ll notice that the negative numbers refer to elements that should be avoided.
For example, “Te” refers to a “text-heavy” design, which is something that should be avoided in most cases (unless you’re designing for a particular information-hungry/savvy audience).
You can also read an extended/written version of the infographic in this guide to leaflet design, which was created alongside the infographic and goes into huge detail (nearly 8000 words worth!) regarding each element listed on the graphic.