Print Design TipsTips and Information About Printing

A leaflet is almost as simple to design and produce as a flyer – the difference between a flyer and a leaflet is that a flyer is usually printed one or both sides, but it is not folded. A leaflet is more akin to a newspaper – it is folded, sometimes with a bi-fold (one fold in the center) or tri-fold (turning the paper into a 3 page pullout. The leaflet is usually printed on both sides too, but because it is usually one color but has a layout which resembles a newsletter.

The first thing to do when designing a leaflet is to roughly draft out the layout by first folding the paper into the format you are looking for. Once you have made the paper folds, lay the leaflet draft out flat and number the sections as follows:

When folded, the pages will now follow within the leaflet if you follow this scheme.

Next, sketch out the rough layout; place boxes where you will be putting in graphics and images; do you want a border?

You should also think about the color scheme for the paper and text.

Grab Attention!

Target your audience with a real headline grabbing statement – remember your product or service is not what the audience are interested in – it is what your product or service does to solve a problem the prospect audience has which will motivate them to read more.

Use Motivating Words and Phrases

Words such as the following:

These are known as “Power Words” because they are emotive and play to needs of readers.

KISS

Keep It Simple Stupid – use clean lines and avoid clutter within the leaflet. Focus on the text because that is where the message for the reader will be, not the images.

Calendars are a great promotional tool for use with clients and prospects – they follow one very important sales rule – they are in front of the client all of the time! If you print calendars up for use with your clients and prospects there are some simple rules to follow when putting the design together.

Use Good Quality Materials

You need to have a superior print finish for a calendar to be used by a customer. They are not going to hang something on the wall if it made from poor quality paper or has a poor print finish. Do not skimp on the cost of the materials and work with your print partner to deliver the best result for your budget. It is better to reduce the print run and be more selective in handing the calendars out to people than have a larger print run of poor quality (as many will never be used).

Include an Appointment Book

Making sure there is adequate space to include appointments and key dates is a good tip – make sure you include all the key dates that you can think of. For instance, if you have a company golf day, have that included but don’t forget the key holidays and celebrations.

Leave Lined Space at the Bottom

Leave an area at the bottom of the calendar so users can make notes to themselves – you can even have a separate section which has a simplified “to-do” list. You are making the calendar something that people will see has utility for themselves and this will make them more inclined to use it.

Pick a Theme and Stick with It

Target a theme which is associated with your business, however if you are in a business which is not “glamorous”, you may choose something such as sports, seasons, models or shots from around town. Many successful amateur calendars have gone on to be world bestsellers simply because they have struck a theme which has universal appeal.

Company Branding & Contact Information

Don’t forget why you are engaging in this project – to get your brand, your business and your contact information in front of customers and prospects in an ever-ready format which they use everyday.

Make sure that every page has your brand logo and company contact information included on it – you will be surprised at how many draft designs omit this information!

Web design is not the same as print design, though the approach may be similar in terms of the design elements and use of graphics, textual elements and other print/rendition issues.

Print design has a tangible substance – you print it and that’s the finished product. You can see the finished design, handle it and take in the physical, sensual design elements, however this is not so for a web based design. Web based design work is not produced with a physical rendition on paper – it is designed for viewing on a computer screen, using a web browser and both of these factors will affect how the imagery and finished work are rendered to the individual viewer. In this sense, web design is transitory, it has no permanence in that what you see is what you get every single time, and you certainly cannot handle the finished product (even printing it out is not a true rendition).

For a client looking for help, there is a great deal of difference between a web designer and a print designer. Many web designers come to the art with a background in print design, however you as the client must be aware of the difference in the medium they are using if you are to get the most out of your budget.

When you look at a print design company, you should be assessing their physical portfolio of products in order top ascertain the print quality, design standards and quality of the finished work. With a web designer you should not be looking at printed renditions of their portfolio at all, but use a computer and web browser – in fact, look at the websites they have produced using different computers and web browsers to see how their finished product actually looks in real life to the end-user.

Web designers may have a browser they prefer to work with – Safari is the Apple Mac’s default web browser and many designers prefer to use a MacIntosh for their graphical work because it possesses superior graphic capabilities and applications. The “but” is that your customers may be like the 98% of the rest of the world who run Microsoft machines, where the default browser is Internet Explorer. Make sure the web designer is rendering your finished product so it looks good in the web browsers you target or expect your clients to be using.

Notice how some ads spring from the page and right into your brain when you turn a page in a magazine? Look again through the newspaper and try to see which ads have a great service of product offering but, they don’t evoke any feeling inside of you to do something about the message they are conveying. Best of all, get two ads side by side – one which hits you in the gut and one which doesn’t and see what the differences are.

The 40-20-40 Rule

This is a rule from the catalog industry, which believes that successful design comprises 40% good product and service offerings, 40% is preparing the right product list and the final 20% is creativity.

This may seem to belittle creativity and lead you to think you need to find products which “sell themselves”, but actually this is not the case. Being creative involves understanding and being daring enough to leave out design and product aspects rather than just trying to stuff everything onto the space available.

Do not over face your reader – give them enough to provide a taste of what is on offer – you serve the full course when you have the client ready to make a buying decision!

Always Be Selling!

Advertising is ultimately about selling and the point of your piece is to grab attention and generate interest. This actually follows form one of the salesman’s acronyms – AIDA – this stands for:

• ATTENTION
• Interest?
• Decision
• ACTION

In fact, your ad will have to satisfy all four of these conditions because you still need the prospect to make a decision to contact you, and take the conversation you have initiated further down the buying path.

Be Concise and Clear

You never know who is going to read your piece nor what frame of mind they will be in when they first encounter it. First impressions do count because, it is unlikely that a reader will look at the ad once and then come back to it, unless they have already been stirred by the contents. Most of what we create is destined for the trash, so maximize the opportunity to get your message across in one instant.

Be brief and to the point.

No clichés or puns and get straight to the point.

Know Your Audience

The more you can find out about your target audience, the more likely you are to tap into trends and fashions which they are more interested in. As a basic minimum, find out the following about your target audience:

• Simple demographics such as age, sex, employment status, specific common interests;
• What type of buyer are they – considered or impulse buyers?
• What application do they have for your product or service –i.e. identify their problem and show you have what they need to solve it;
• What are their basic needs, desires and fears – in bare terms, human behaviour can be boiled down to response to one of two motivators – greed and fear – simple, crude but very effective; and
• How do they behave as a group e.g all vote Republican, all go to church, all are active.

In part one we covered why books are still the main form of dissemination of information – more so than the internet, TV or radio and any other form of printed media.  Books have credibility and in-built authority which can be tapped into by producing booklets – a cut-down version of a book which contains nuggets of information and allows you to mix your sales message into the content.

Here we continue with Booklet Design 101.

A guiding principle is to add value to your reader and their investment of time in reading what you wrote.  Provide information which is practical and usable by the reader.  A good example is a home improvement company – give advice on how to fix a shelf; a garage – car care; a doctor – healthy living or how to give up smoking.

Maintain the “uniformity of message” and this means being consistent throughout the booklet – a simple way of doing this is to ensure you use the same images throughout the booklet or if you are using different ones, that you ensure they are all to the same consistent quality, subject and format.  If you use diverse images and formats, you will detract from the impact and allow the booklet to deteriorate into a patchwork of ideas which will become easily lost, not least because you will easily lose the attention of the reader.

It’s a good idea to allow for some space for your reader to make some notes – a “jotting pad” at the end of each section or page,   By doing this you are personalizing the booklet to your reader and this is especially effective if they make use of the invitation – people rarely dispose of a document upon which they have written some notes!

As with any business literature, make it easy for a reader to find your contact information.  It may not be possible for you to have your telephone, email address or mailing address on every page but it is certainly practical to try or to have contact information repeated throughout the booklet.  Do not ignore this because when a reader encounters a piece of information in your booklet, they are likely to experience a “Eureka” moment – that is, they understand how your information can provide a solution to an issue they have – when that happens, they will want to contact you quickly.

Though a booklet may not be a purebred sales document (although it can be), this does not mean that you abandon marketing principles – as a reader goes through the booklet, there should be calls to action provided.  Examples are: an electrician – make sure you perform an annual electrical equipment safety inspection; medical – contact your doctor for a cholesterol test on a regular basis; garage – make sure you rotate your tires every 7,000 miles.

There are many other issues to cover but just because the document is a booklet and not a full-blown book does not mean you should skimp on the creativity or thought behind developing it.

We will continue with Booklet 101 in Part 3 with more hints and practical tips for you to improve the effectiveness of your efforts.