Your graphic design should use visual persuasion to attract the passer-by to your leaflet in the stand and again to attract them to look at it when they finally pick it up off the stand. You need to know what colours and fonts to use for which purpose, and what design to use to match to the people that you want to attract.
When designing your leaflet try to use a variety of visual and psychological devices. For our leaflet we wanted to get away from all the cliched traditional pictures of landscapes and items for sale – we wanted to associate the outdoors with the main subject of the leaflet, to add enthusiasm and fun, and to stand out from the crowd.
Yellow is a bright and happy colour, and any use of red tends to be eye-catching. So in order to be different and eye-catching we used a female walker in a red jacket on our cover which is predominantly yellow. And it’s already having an impact!
We took inspiration from the drawings in a book we found in a second hand shop, called ‘Songs of Near and Far Away’ illustrated and written by E Richardson, and printed in 1900. We used the graphical style but interpreted it in a contemporary way. The style is consistent with the period of the architecture. Here we tried not to over design or over finesse the art work. It’s horses for courses.
Once you have got it altogether for the printers – proof read, proof read and proof read again!
Next up – printing versus modern technology – the future of your advertising.