Leaflet or booklet functions are often business card company. Properly made sticker, especially in the form of a supplement to the advertising in the media, can bring a lot of benefits. First of all, due to its informational content and clarity.

In addition, one of the major advantages of this type of advertising is a long interaction with potential customers. Sticker or booklet can be stored until such time as indicated in the information it is not useful – if it will not glued. Or it will be every day flashed before my eyes a potential customer, for example, in the subway – if glued.
To understand exactly what should be a leaflet, it is enough to think about how he acted advertiser would place a potential customer. A man gets out of the mailbox several different stickers.

Some go in the trash, others are awarded study, and then follow the path of the former. Still others take home. The allocation is done in seconds. The main factors influencing his decision, are advertised goods or services and the appearance of leaflets – layout. Given that the product is difficult to guess the advertising remains to hope at least to the “appearance” sticker.

First of all, the layout should attract attention – even in a dimly lit hallway, in a stack of newspapers and among a few leaflets. His second task – at a glance give a person an idea of ​​the sentence, the subject of the leaflet. If a person is interested in this service, it will use the information as required. If not – Sticker fly in the trash. In any case, the correctness of the layout, the person flyer see and learn about the services offered.

Requirements for layout leaflet because of the specific effects and limitations in visual media are quite different from those for other types of printed advertising. Therefore it is better to listen to advice “listovochnikov” – even when they criticize the layout, made in a very good printing company.

Actually, that’s what we tried to do, invited to talk about how to make it work flyer or booklet representatives of a number of Moscow companies engaged in precisely this type of activity: an employee of the marketing department of the company «24_printservice» Elena Ilina, general director of advertising agency “Accent” Tatiana Pantsirevu, sales manager of the company “Art Team” Paul Orlov, general manager of CJSC “Media Master” (advertising in the subway) and Yulia Kazachuk commercial director of “DizaynFabrik” Sergei Golikov.

Is there a universal version of the design flyers, guaranteeing the customer’s attention?

Elena Ilina: It all depends on the audience. When it comes to selling, say, a pipe – design will be one, and if makeup – quite different. But even when dealing with similar products, it is still necessary to imagine a man who addressed advertising. This may be an ordinary employee, but can – “white collar”. For each of the information need to apply them in different ways. In this case, it is good to “check out from the competition” – ie highlight its leaflet or booklet of its kind.

Tatiana Pantsireva: It does not happen. You should always take into account the audience and the place of distribution. If you plan to carry out an advertising campaign in the boutique, the usual leaflet will not work. Need small – to fit in a handbag – bukletik. And near the subway can hand out leaflets A4.

Pavel Orlov: In my opinion, no. Otherwise, the consumer would have faced a number of similar leaflets or booklets, differing only in the information contained therein. But the goal of any advertising campaign – stand out from the rest.

Julia Kazachuk: Universal Design can not be. Every project is unique. Therefore, each brand must be an individual approach: color, slogan, composition … Advertising attracts attention primarily for its originality. While advertisers are often afraid to bring in their stickers something new, beyond the usual framework. Given that the advertising campaign – not cheap, they just do not want to risk saying that you never know how people will perceive a particular design decision.

Sergei Golikov: “Universal Design” flyers does not exist and can not exist. After all, “universal design” means “suitable to all kinds of advertised services/products.” This is equivalent to “universal design” clothes, shoes, etc. etc. More common term “standard design” leaflets, but for each advertised the scope of its standards are used. This once again confirms that universal design flyers simply can not be. Ensure the attention of the target audience to the leaflet can only “exclusive design” associated with any special offer. Beating these two components, a professional designer can force the user to focus on the required to store the information.