SIX ELEMENTS OF A WELL-DESIGNED FLYER
(1) Extremely short copy. Limit it to one to three short paragraphs – the amount someone might read before they get to the closest trash can. Reread and delete unnecessary words.
(2) A dominant headline. One large headline grabs attention more than multiple headlines do. The shorter the main headline, the larger the type and the more dramatic it will be.
(3) Subheads to highlight main points. Most flyers also need a secondary headline, usually under the main headline (as further explanation of the main point). If your text is longer than one or two paragraphs, you’ll also need to break up the copy with subheads, bold-faced lead-in sentences, or bullet points.
(4) A strong visual. Nothing makes a flyer stronger than a good photo, cartoon, or illustration. Art should reinforce your message and be good enough to be the focal point. Often, this should be a worker or community member’s photo, together with a short quote from them about why they are involved in the action the flyer promotes. Don’t let dull or meaningless art clutter up the page or confuse your message. If you don’t have a good picture, use other ways to add graphic interest and emphasis. A quote in large type with even larger quotation marks? A subhead or meeting notice reversed (in white type) in a black box? A large arrow, dollar sign, or question mark?
(5) White space. White space is not wasted space if it helps draw in the reader and focus attention on your message. It can be effective at the top of a page or down one side. Make sure it doesn’t break up the elements so that you no longer have a unified presentation.
(6) Call to action. Use bold and larger type at the end of the flyer to tell the reader what they can do to get involved. Include contact information and the organization or campaign logo.