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How to design leaflets with campaign goals in mind

How to design leaflets with campaign goals in mind?

Creating an eye-catching design for your leaflet is one of the most crucial elements for any leaflet advertising campaign. Ensuring you meet best practices for door-to-door leaflets for maximum doormat standout is paramount, but often overlooked aspects of design are your campaign goals

From images through to copy, it is also of vital importance that your creative is centred around what you want your reader to do and what you want to get out of the campaign itself. 

With this in mind, we are going to take a look at some of the key factors in leaflet designs centred around your campaign goals. 

How can leaflets help you convert customers

Leaflet advertising is still considered a viable marketing channel to drive actions as well as build your brand awareness. It is a multifunctional advertising channel that can convert customers in a variety of ways. How, when and where they convert, is all aided by your design. 

Campaign conversion goals aided by design

Leaflet designs to build brand awareness 

The most simple and effective way to build brand awareness with your design is to make your logo big, bold and clear. It is also best practice to include the logo on any side of the design that can land on the doormat. This ensures it is seen before interacted with for maximum brand exposure. 

Take Uber Eats creative here for example. The design puts their brand front and centre. You cannot miss it, even if it landed upside down. The creative is still focussing on the logo and it incorporates a few different variations too. 

Leafletdrop design 1.png

Leaflet designs to drive online 

One of the most popular leaflet conversion goals is to drive readers online. Whether you are looking to still build your brand, influence research or drive sales, leaflets are great at bridging the gap between the offline and online worlds. 

Modern milkman includes QR codes, app store logos, web links and online discount codes, all within their CTA design to help drive online. 

Leafletdrop design 2.png

Leaflet designs to drive in-store footfall 

Leaflets are also a great way to drive footfall to your bricks and mortar stores. Utilising bespoke local products, pricing or offers can all entice a reader to come in-store to find out more and purchase. 

Just like co-op’s design below, your design can also feature localised coupons to further entice the reader to visit. 

Leafletdrop design 3.png

How to decide on a leaflet design

Your overall design choice will be a major factor in whether or not your campaign is a success. There are a number of different leaflet design factors to choose from and you should keep your campaign goals in mind when choosing. 

Your leaflet size

The first and most important factor of your leaflet design is choosing a size. Leaflet size formats follow that of normal paper and beyond. Deciding on the best size for your campaign depends on how much space you need for content and what it is you want your readers to do. 

A4 leaflets - 210 x 297 mm 

Likely the largest traditional-sized leaflet and ideal if you need more space to highlight lots of products, large images or more text. It is also a useful size for detailed calls to action or if you need a reader to follow certain steps to get them where you want them to be like a map to a store or steps to redeem a voucher code. 

A5 leaflets - 148.5 x 210 mm 

Exactly half the size of A4, these more compact leaflets are one of the most popular sizes. Easy to hold and with plenty of space, A5 leaflet sizes are an engaging way to grab your reader's attention whilst keeping your content short, sweet and to the point.  

A6 leaflets - 105 x 148 mm 

Slightly smaller than its big brother, A6 is a cost-effective, compact option. Easy to hold but limited in space. It is great for quick information and easy to follow call to actions. 

DL leaflets - 99 x 210 mm 

Meaning ‘dimension lengthwise’ a DL format is narrow and long a bit like a menu. It is a great way to entice a reader with something a little outside the norm. If your campaign is a little out there or different, DL could be a fun and engaging way to grab the attention of your potential customers. 

Die-Cut leaflets 

The sky is the limit when it comes to paper size and shapes for leaflet advertising. ‘Die-Cut’ leaflets are custom cut to your desired shape and size for maximum stand out in the home. Some examples are a burger-shaped leaflet for a restaurant or even a toilet roll for a subscription service for the derrière. 

Leafletdrop design 4.png


Your leaflet pagination 

Put simply, it is how many printed pages your leaflets have. If it is simply double-sided, that is known as 2pp or two printed pages. Leaflets usually double up in twos based on the way paper folds, so, 4pp, 8pp and so on. As with Die-Cut leaflets though, these can be as custom as you like. Picking your size and pages will all be based on how much you were trying to tell your readers and what you want them to do. Remember though, less is more when trying to gain and keep a reader's attention. 

Your leaflet finish 

When we refer to the finish of a leaflet, we're talking about its touch and feel. The finish is the type of paper or coating used when printing. If you are wanting a more eco-friendly feel, then matte or uncoated paper would be a great option. It is rough to the touch like natural paper or cardboard. 

If you are looking for a smooth feel or shiny look, then gloss may be a better option. This adds a layer of shine and is smooth to the touch. There are also silk, foil and lots more finish types out there to try and what you choose should be a reflection of who you are and what you are advertising. 

Your leaflet GSM

GSM means grams per square meter and effectively means how thick each page of your leaflet is. Standard printer pager is around 90GSM and a postcard is around 300GSM. Most advertisers pick a GSM that fits in with both their brand and their campaign theme or objectives.  

So which leaflet should you choose? 

There is no right or wrong answer when it comes to deciding which leaflet is best for your campaign. In summary, our top tips to think about when designing your flyers are: 

  1. Pick a format that fits in with your brand 
  2. Think about what you want your reader to do, and design around that
  3. Be creative, grab the reader's attention and keep it 

Here at Leafletdrop, we have leaflet design experts on hand should you ever need some more detailed tips, advice or even a full design briefGet in touch to find out more. 

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