Flyers that get kept: a print design checklist

Mar 17

2 min read

A flyer has about three seconds to earn its place on the fridge, the noticeboard or the desk. In that time, the reader decides whether it's for them. If it isn't obvious, it goes in the recycling.

Here's the checklist I work through on every flyer, from first sketch to print-ready file.

Before you design anything

Decide on one message. A flyer that tries to promote five services usually promotes none of them. Pick the one thing you most want people to know.
Know where it will be seen. Through a letterbox, at an event, on a counter? Each changes the size, paper and how much text people will read.
Choose the action. Call, scan, visit or book. Everything on the flyer should point towards it.

The front

A headline that names a benefit. "Spring garden clear-ups from £95" beats "Green Thumb Services".
One strong image. A single, clear photograph or illustration is more effective than a collage.
Plenty of space. White space isn't wasted space. It's what makes the important parts stand out.

If you can't tell what a flyer is offering from across the room, it's trying to say too much.

The back

The detail. What's included, prices, opening hours and any terms.
A reason to act now. A seasonal offer, limited availability or a date.
Contact details that are easy to use. A phone number in a readable size, a short web address and a QR code that has been tested.

Before it goes to print

Proofread twice, once out loud. Then ask someone else to read it.
Check the bleed and margins. Keep text at least 5mm inside the trim so nothing gets cut off.
Use the right colour settings. Print uses CMYK, not the RGB colours on your screen. Ask your printer for their specification.
Order a proof. Colours can look different on paper. It's worth the small extra cost.

The finishing touch

Paper weight matters more than most people think. A heavier, matt stock feels more considered, and it's harder to throw away without a second look.

My Flyer Design service gives you a double-sided A5 or A4 design, supplied as a print-ready PDF plus a digital version for email and social media.