Flier Design

• Use concepts of advertising & poster design
  • All the principles of design can be seen in action in one comparatively small area.
    • Balance, proportion, unity, contrast, and rhythm.
  • Communication piece that does a specific job.
    • Objective—Get people to accept or do something.

Meeting objectives

• Typography and layout cannot be separated from the message.
  • For most effective flier, link design to the message.
  • Design a strategy platform
    • Serves as a guide.
  • Based on extensive research of
    • the source and its product/service,
    • the media to be used and
    • the target audience.
      
• Flier strategy platform
  • Creative brief (justification)
  • A written statement that answers:
    • 1. Who is the target audience?
    • 2. What is the most important idea of the flier?
    • 3. What action do we want from the target audience?
      • Objectives: specific, measurable, reasonable

Design by objectives

• Integrate the verbal and visual elements you believe will be most effective.
• Goal: To get the desired "action" out of the target audience
  • in the most effective and
  • least expensive way.
  • See http://www.undoit.org/pop_gallery_1_print8.html for examples (opens in a new window)

Flier design techniques Approaches: Headline method Attention to action. Headline method Feature head or title Gives reason to read the piece. Sets theme. Amplified by main support heads, which become heads. Copy blocks can be broken down by subheads. Use as an outline for writing copy.
Attention to Action method AIDCA — Attention, Interest, Desire, Convince, Action Attention: Initial contact with target audience. Effective art Headline -- Typography Effective words Relevant typeface & style. States or implies a benefit. Identifies target audience Gets reader involved. Tied to copy or art. Stimulate reader's Interest quickly with something in copy or layout. Build interest so reader continues through to end. Give target audience Desire to know more about it, endorse the idea, donate, join, or whatever objective is.
Bring reader to Conviction: Close the pitch. Provide audience with a way to take action. How to accomplish the flier’s purpose: Call to volunteer, write to join or apply, call for info, donate, sign up, buckle up, etc. AIDCA keeps things moving to establish rhythm and motion.

Flier design

• Graphic elements
  • Help comprehension of the text,
  • Supply additional information,
  • Help set mood.
    
• Headlines:
  • Keep short, only as many words as necessary:
    1. News headline
    • Use type that makes it look like a news headline;
    • Subject & verb
    2. Selective headline emphasizes target audience
    3. Benefit headline
    • Stresses advantages, benefits to target audience.
      
4. Promise headline
• Offers reward.
• followed by proof in copy that promise will be kept.
  
5. How to or advice headline
• Proof should be offered in copy.
6. Command headline
• Urges actioin
• Must be tactful & subtle.
7-9. Pose a question; arouse curiosity; challenge audience.
• Headline & copy combine with illustrations, logo and any other typographic devices.
  • Copy is persuasive:
    • "You" words;
    • Reflect reader’s point of view rather than client’s.

• Tips:
  • The objective and content dictate design.
  • Stress simplicity and careful organization.
  • Any mail-in coupons or registration forms should be placed where detached easily without destroying important information.
  • Use big, bold display type when the flier is to double as a bulletin board announcement, poster.
    
    

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