A flyer’s primary purpose is to attract attention; and the secondary purpose is to convert sales—through information

about unmissable offers or the details of an event, for example. Sure, this means it’s not going to be a treasured work of

art, but you can still make a flyer that looks incredible while fulfilling both purposes.

1. Function Before Form

OK, so before we get distracted with the fun design stuff, let’s get a reality check first. You may want to make your flyer

into a Michelangelo masterpiece but realistically most people will not see it in that light at all.

Whether you’re advertising a computer sale or a club night, you need to remember that your flyer has to be striking

enough to be picked up and looked at. The information on it also has to be clear and concise enough to convince that

person to check out your shop or attend your event.

Prioritising function over form before you start out designing will help to get your brain in the right place. Of course,

design plays a significant role in converting sales, but it isn’t necessarily the most tastefully designed flyer that will push

the right buttons.

2. Play it Cool

Sometimes an understated flyer can be a perfectly-pitched design move. If you’re aiming at the more intelligent or

corporate consumer it might not be the wisest idea to throw a rainbow of brights or a shouty novelty font into the mix.

Aim for an aesthetic that is minimal, subtle and calm. If you’re advertising corporate services or a business convention

an understated, flat design style will attract your target market with very little effort.

Take inspiration from this minimal corporate flyer, and keep photos to a bare minimum.

3. But Don’t Be Dull!

Whether you’re making an understatement or a full-blown statement, you want to avoid the curse of dullness at all

costs. Understated designs can be transformed from bland to brilliant with a deft application of color.

If you’re looking to advertise something more informal and attention-seeking, like a club night, exhibition or festival, you

simply can’t afford to be dull at all!

You want to inject your flyer with the spirit of the event itself. Looking at your flyer should transport the viewer to the

event and allow themselves to imagine what it would be like to experience the event. If your flyer is a little on the boring

side, they certainly aren’t going to get into the party spirit.