How to create a leaflet or poster

First things first

You need to decide whether you will use a designer and printer or produce your poster or leaflet yourself, photocopying it for distribution. If you need something high quality, you should consider using a designer. If it can be cheap and cheerful, it’s not hard to produce something great yourself.


2. Using a pro

If you do use a designer, make sure you send them the Brand Guide. This tells them how the logo and colour palettes should be used on Bookstart print. They must abide by these rules. Be clear with the designer on what you want from them. Proofread your copy before you send it to them to avoid costly changes and delays. You could use some of the images on this site for real impact.


3. Do-it-yourself

If you are creating the poster/leaflet yourself, you could look at the Brand Guide for ideas. There are also templates on this site which can give you a head start. Always make sure the logo is in the right place (top or bottom right) and is adequately large and legible


4. Classy photocopying

If you are photocopying, you should always use the black and white version of the logo and make sure your text is all black; this will ensure there is high contrast so it copies clearly. You can photocopy onto brightly coloured paper to add impact; see the Logos and Colours section for the best colours to use. Avoid using photos since they will copy poorly. Use a guillotine rather than scissors to cut your fliers for a professional look.


5. Keep it simple

Keep your design simple and clear. Avoid the temptation to clutter the page with extra information or pictures. Keep the information basic and leave lots of white space. Make sure you always say what the event is, when and where it is taking place and whether it costs anything. If it’s free, say so. Make sure all this information is very clear: sometimes it helps to put it all in a box and in a larger font so that people can’t miss it.


6. Make it legible

Use a font size of 11- or 12-point in order to make your leaflet legible. You should never need too much text on a poster or leaflet: they are designed to attract people to the event, not to explain the whys and wherefores of the whole Bookstart programme!


7. Sell, sell, sell!

Consider what the most attractive things about the event are and focus on these: ideally one or two ideas only. People don’t take in much information from a leaflet, so one simple clear message will have much more impact than a complicated explanation. Try to be strict with yourself and think brutally and honestly about what will be the biggest benefit to the families you are targeting.

Selling points can be as simple as that an event is free, but usually there are more persuasive points: a chance for you to bond with your baby; a chance to learn how to get the most from your library; a great opportunity to meet other parents.


8. Snip the clip

Clip art is often added to leaflets for fear of them looking too bland and empty. However, it usually looks messy and unprofessional. The Bookstart logo is a great alternative: you can use the logo large to form the main visual element of your design. See the example in the Brand Guide.


9. Quality counts

Print out your marketing materials at the best quality possible. Avoid old printers with low ink, or photocopiers that leave black streaks on your paper. Use decent paper: it doesn’t have to be very thick, but avoid very cheap paper because the ink can sometimes bleed on it. Do a test print first.


10. Get it out there

After all that hard work, make sure you get the most out of your posters and leaflets. Put up your posters around town if you can, and ask people to have a pile of your flyers on their counters. Maybe your local bookshop would even drop a flyer into every bag for a couple of days?


11. Your design checklist

Before you finalise your design, run through the following checklist on what makes a good piece of marketing print.

  • Is it clear and easy to read and understand?
  • Are there any spelling, grammar or punctuation mistakes?
  • Does it provide all the essential information: what? where? when? how much?
  • Is it persuasive? Does it tell people why this event is good for them? Will it convince them to come?
  • Have you eliminated all unnecessary clutter? Get rid of anything you’ve put in there just to fill space, especially clip art.
  • Is the Bookstart logo clear and legible? Make sure it is larger than the minimum size listed in the Brand Guide. Make sure it is top or bottom right. Check you haven’t accidentally stretched or distorted it.
  • Are you using colour to its best effect? If you are photocopying, make sure all your text and logos are black and white for better reproduction, and use bright coloured paper to copy onto. If you can print in colour, use the range of colours in the Brand Guide to guide you.
  • Does it look pleasing to the eye overall? Is it balanced? Are different elements aligned neatly? Give it to someone else with a good eye for their feedback.
  • Do the Five Second test. Show the leaflet/poster to someone for five seconds (time it and be strict!). Then ask them to tell you what the event is, when and where it is and why they should come. If they are unsure, your information is not clear enough – you may have too many words, the key information may be too small, or it may be too cluttered.