Talking to a client recently, they asked if I would mind casting my eye over a leaflet their graphic designer had drawn up to advertise their new accountancy business. We love design and really enjoy seeing / assessing from the customers point of view so eagerly agreed.
Remove the 3 colours as it looks like flags of states in Africa; Ghana / Ethiopia etc. This then leads people to think of a cheap African restaurant – in short it doesn’t shout ‘Accountant’ or even ‘Sport’. As this is what you do and the service you’ll be offering, it is imperative to the get the look / feel correct as first impressions really count.
Another logo has been developed on your leaflet in the form of the 3 words with the three colours – remove this completely as you already have a logo that is great so utilise what you have.
Put the above in order of priority – some points will cross over but its important to push only 1 or 2 points on a leaflet. The messaging has to be clear and concise or no one will read it and it’ll be a waste of money.
There must be a clear ‘call to action’ and at the moment it is ‘Act now’ but you are not telling your potential client how to react.
You have three fonts in your logo (most only have 2) so you need to stick to these 3 fonts for all your materials. This is important as it becomes part of your brand and building brand awareness. (This is a whole other area to explore). Find out the font names and pantone colours that are in your logo as these will need to be given to the printers and designers. I suggest that in literature you use the font that the name of your company is written in, for all of your headers and use the font of your strapline for the rest of the content. Keep the colours of your leaflet to green, white and black as these are your corporate colours that feature in your logo. If you want more colour, you can always use a brightly coloured image.
We also discussed font size, layout, other types of images and photographs.
Although this is specific feedback to my client, there are several main points to consider when designing a leaflet – even if it is “just a little leaflet to see spread the word”, don’t sell yourself short. You must consider your message, who your target audience is, how to attract them and what you want them to do off the back of your leaflet.
Remember, first impressions count and your little leaflet could be the start of something big.
At Tiger Marketing we are more than happy to offer our professional, constructive opinion on any design, logo or literature – plus we are also expert de-wafflers!
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