First, the design points of the leaflet can make your leaflet more attractive through the following steps. Can you design an effective flyer under the tight budget? Of course, as long as you can focus people's attention on your product. Imagine that you walk into a furniture exhibition hall and stand next to a piece of furniture that you like very much. What was your first reaction? Is it the price? What other products does this company have? Or the phone number of the store? Neither! You just want to know more about the quality of this thing, whether it suits you and how to get it. This is exactly what you want to do when designing flyers-show attractive products, give customers a reason to own it and tell them how to get it. The original flyer page is not ideal. What on earth is this store selling? Outdoor terrace or furniture? A messy page will only confuse readers. The address, telephone number and map of the shop on the page are deliberately kept low-key to avoid usurping the role of the owner, but the core thing-the product is not well highlighted! Let's see how to turn a simple leaflet into a competent salesman. 1. Set the scene first. If you imagine a flyer as a play, then paper is the stage. Just like drama, the function of a good advertisement is to make people pay attention to your product. Because the picture background of the product is dark, the background of the leaflet is also treated as black to match it. Ok, the stage is already dark, just wait for the performance to start. Of course, the background is not necessarily black, but treating it as black is the easiest way to form a dramatic atmosphere. Add a very thin border, which can be imagined as a curtain to guide the reader's line of sight to the middle content. This kind of wireframe must be very thin. If it is too thick and too bright, it will distract the reader. Push the products to the front desk and put your products in a conspicuous position on the page, just like when you invite friends to barbecue in the backyard, you will also put these chairs in a conspicuous place in the yard so that every guest can see and touch them. Product pictures must be clear, and physical photos are the most suitable. The photos provided by general manufacturers are of high quality, such as the photos in the example. You can try asking the manufacturer for it If not, it may cost more to ask a photographer to take high-quality photos of the products, but please remember: if customers can't see the products clearly, they won't pay. Maybe sometimes you have an impulse to add some special effects to the product pictures, wait a minute! In the product leaflet, the product is the key point to be displayed. Don't be smart enough to do some oblique deformation effects, which will appear flashy; Don't make the photo too small, thinking that the customer will pick up the magnifying glass and study it carefully; Don't cut the picture like a poster, customers will only ignore the product itself and even think you are trying to hide something. Once the titled product is displayed, it is necessary to add some words to explain the product in more detail and introduce some advantages and uses that are not obvious at a glance. Customers like to experience all kinds of new products. If you think of customers as eager to know more audiences, you can write good publicity headlines. Imagine if you were introducing this product to a good friend, which aspect would you introduce first, starting with the best part. In this example, the furniture looks like rattan, but it is actually made of FRP, which is very strong. This is the characteristic. If you want to sell ordinary goods such as screwdrivers and bath towels, think about where your products are most popular and why customers want them, and then express them in words. Rule 1: A short title is more appropriate. When we talk at ordinary times, if a person uses more than 20 words in every sentence, it will only drive the listener crazy. Customers may like your products, but they can't stand your nagging. In short, it is best to find the most concise and accurate statement. Rule 2: Don't shout some flashy slogans. Twisted melons are not sweet. Shouting these slogans won't help you sell things. Will you buy a car because a car claims to represent a "new and new human"? No, you bought a car because it is beautiful in appearance, authentic in workmanship, moderate in price or just meets your needs. 4. Add a title below. When you write a headline, remember that the customer will only read it when he can find some interesting information, so you must find the customer's interest when you write it. Take a good look at your products, and think about what information can make customers know better, what details can be emphasized, and what good ways to use them can be suggested. With this information, customers are more likely to pick up the phone and order. Rule 3: The customer is God. The customer is always the first, so you can only stand aside. Only when customers really buy your products will the world be beautiful, otherwise everything will become meaningless. You should respect this fact. A good advertisement should accurately reflect the real advantages of the product. Words are not defending the product in all aspects, but strengthening this fact. If you think that customers will buy your products for no reason, you are just daydreaming. What font 1? Times font is a good choice. These traditional fonts give customers a sense of trust, and plain fonts can make products more eye-catching. The font of the title and the text must match, but the character spacing should be more compact. Times, Century, Garamond and Caslon are all good choices. 2. Bauhaus bold font. Bauhaus style decorative fonts are not suitable. It is a heavy font, and the decoration on the whole page is a bit too eye-catching, which will make readers ignore the product itself. This font is more suitable for posters than product flyers. 3.snellroundhand and FuturaHeavy fonts match. This choice is very good. Elegant font style also conforms to the meaning of the text itself. In the title, the font of "WicherBeautiful" (beautiful rattan) is beautiful, while the font of "Fibrglassstrong" (hard tempered glass) is thick, and the characteristics of the font match the literal meaning. Generally, if the font is eye-catching or stylized, the connection between font and text will be obvious. Remember: our purpose is to highlight the characteristics of the product. In addition, the LOGO will eventually have its own logo, but the logo will be smaller. There are two reasons: in the process of sales, the store is finally realized. Remember that we are selling products, not the store itself, and the small logo is more confident. Friendly reminder: to design an advertisement or leaflet, you have to face the public, and many ordinary people will come into contact with what you design. Imagine that you are introducing this product to your friend and describing it to him, which is good for your design, because your audience is them-your friends and neighbors. A good deal is a win-win situation. You should design your advertisement along this line. If you don't have a logo for the time being, the alternative is to make your store name a logo, and of course choose a font that matches the title. Such a low-key treatment can establish a hidden connection between stores and products, which is very suitable for stores with narrow product lines, such as jewelry stores, flower shops and clothing stores. The logo can reflect different tastes: it is a label, suggesting that this product is just one of many products in the store. In this way, the leaflet is divided into four interrelated parts-title, photo, text and logo, which take care of each other and form a whole. How to design a text sign If time is tight, here is a quick way to design a text sign. Entering the name of the store in the standard Helvetica font looks, um, just so-so. Compress the text to the middle, make the letters almost close together, remove the "&"spaces on both sides of the character, the background is black, and the text is highlighted, which looks like a seal. Change & to AmericanTypewriter font, and pay attention to the "&"in this font. The characters are very relaxed and interesting, which is in line with the style of this summer supplies store. Wrap the name so that it looks more compact and can be applied to different text typesetting layouts. Note that the distance between the upper and lower lines here is very close, which matches the distance between the characters. You can also use computer-generated gray scale to generate another effect. Where the text has been bold, pay attention to the fact that the "&"character is still white, which can produce a strong contrast effect and create a visual focus. Where can I buy it? The road map is also an available resource. It's hard to find shops in a maze of blocks. At this time, if there is a road map, customers will feel that the store is very considerate. In this example, a simple road map can be used to find this small shop. The above picture is the original road map: the road map is all composed of lines, which seems to be drawn with a pencil. The biggest problem is that the solid lines, boxes and characters in the picture are very similar in form, which is easy to confuse and distract readers. Readers have to work hard to find out which store it is from these messy symbols. Come on, this picture doesn't have a north top and a south bottom. The revised road map: the gray background and the white road look more comfortable and easier to understand. Let the north face up first, and the black building next to the white road can convey the information we need-where is the destination and how to get there. The wider road indicates the route you want to take, and the street names on the road are capitalized to avoid uneven lowercase characters and make the streets and names look as a whole. Remove the logo of ElkGrove park. Generally speaking, on a simple road map, you only need to mark the location of the destination. Second, design the product display layout. If you can organize the pictures of your products properly, you can attract more attention to your layout. A photo is naturally a messenger of information-it is like a window, reflecting the positioning of your company. This is also where it differs from titles and general graphics. By properly organizing your pictures on a page, this function can be more fully reflected. Designers should be guides and let readers read according to your ideas. The designer's task is not to put all kinds of elements together like flowers, but to be beautiful, but to organize the information to be conveyed just right. In this example, we divide the page content into two categories and put them in two areas. The upper part of the light color is used to arrange commodity descriptions, and the lower part is used to display commodities, so that readers can grasp the key points and browse in different regions without looking around and finding the north. The picture aroused the reader's interest. How to convey further information while the iron is hot? This requires the use of picture annotations, which convey a complete message together with the title and picture. The above picture shows the design before modification: don't let the reader's eyes be at a loss. This page is invalid, and the communication purpose has not been completed. Why? Because readers have to put fragmented information together when reading, this enthusiastic and inexperienced designer arranges the elements in the page just like his own single dormitory, with a sofa in one corner, a chair in the other corner and a coffee table in the middle. He did this because he only focused on how to arrange text fields and areas, forgetting that his purpose was to convey complete information. The revised design: it's like a dazzling display window, or those photos and words, but the pictures are all together, and the effect is completely different. The design of 1 should focus on attention and information. The following methods can be used in combination or separately: add a border to the display product here, with a gray background as the border. Note that the background is aligned with the text above. In many cases, adding a background is better than adding a border directly, which will be less tense and have a stronger contrast effect. If it is not particularly emphasized, there is no need to add a border directly. Different levels of information convey different fonts, sizes and colors, which will express different meanings. We can distinguish information through these differences. In order to achieve this effect, similar information keeps the same style, for example, pictures are marked with the same font, color and size, which is different from words. Using the concept of combination, you can put pictures together and put the comments of the pictures around them, or you can let the pictures surround the comments, as in the example. This text area imitates the layout of the page, and it effectively connects the top text with the picture below. No matter what your theme is, when you organize photos together, you can focus the reader's attention on this picture area. If we consider that advertisers spend so much thought and money just to attract people's attention, the effect is very good and there is no extra cost. When people look at the layout, they often look at the annotations of these pictures first, and then at the text. For these picture annotations, a simple and tidy layout is ideal. What should we do next? If you want to impress the reader immediately and make him pay for it, then the annotation of the picture is the most important text in the advertisement. This point cannot be overemphasized. If the picture attracts the reader, then he will definitely read the annotation of the picture next. The final blow, to impress readers, is to make your writing more full. First, grab the reader with the title, arouse his attention, solve it, point out the advantages of your product, attract him and sell your product. Writing should be concise, vivid and wise. If your writing is not good, find a professional to do it. The white caption has been able to form a sharp contrast against the background of 40% gray. The balance of layout affects visual judgment. Humans subconsciously pursue a sense of balance, and the demand for this sense of balance will affect all kinds of things we create. Whether consciously or unconsciously, our sense of balance will subtly affect our visual judgment. Our subconscious pursuit of balance determines that we will consciously or unconsciously seek this sense of visual stability in many things we observe. For example, the title is too long, which makes the whole page unstable. We can divide the title into several lines and arrange it on a unified axis to get a more stable feeling. Third, make your flyer more readable. Some basic design principles can make your page more eye-catching. Renaissance exhibition tour: Visiting this kind of exhibition will always give people endless reverie, but if it is given to a relatively boring designer to promote it, it may give people a feeling of nothing new. Therefore, this promotion design should be more careful. Pictures that can be used for flyer design include the logo of the exhibition and some printed materials. The artworks in the exhibition are very attractive, and your leaflets should be equally unique. At least this is what you want to achieve. However, you may have tried many kinds of page layouts, but they all seem dull and lifeless. Although there are many beautiful pictures, the page is not dynamic or stiff. What's the problem? The main reason is that you didn't take advantage of the difference in element size and weight. If we can handle these two aspects well, we can guide readers to browse the page according to their own wishes. This will not only make your design more beautiful, but also make your leaflet more readable. Let's see how to do it. Before it was modified, the layout was quite satisfactory and static. The main problem is that there is no comparison between size and weight. Although the pictures and signs themselves are good, they are basically the same size and the same size, so they lack a visual focus and readers don't know where to look. You can also increase the light and heavy contrast and improve the layout. Every design element has a weight. Patterns with darker colors or thicker lines look heavier. Glance at the page out of the corner of your eye and see what the weight of each part is different. In the initial design, all the elements except the text have the same weight, which makes the page boring. After the revision, it is much better. The size and thickness have been fully changed and compared, and the page is more vivid and dynamic. Let's see how it is done. 1 Select a leading element, and then enlarge or emphasize it. Remember, if you want to dominate the world, it depends on both scale and weight. If the scale is relatively large, the weight is insufficient or not. Why should there be a dominant element? Different sizes and thicknesses of graphics can guide readers to browse the order of pages. When our eyes scan a page, we first notice the largest and heaviest elements, then the smaller and lighter elements, so that we can browse the whole page in order. In fact, we guide readers' attention through the differences of elements. The above picture takes the pattern of the artist's image as the main body, and the numbers in the picture represent the order of readers' browsing. Experienced designers will use this principle to adjust the size of graphics and guide readers to browse in a given order. In this example, the artist's design is the main body. Pay attention to how other graphics are arranged in different sizes to guide readers' sight. Resize other images. Other elements are smaller or brighter than the theme image. Many times, you need to set elements according to their size. Different elements, large, medium and small, are combined together, and readers' eyes will move with your design. 2 Create contrast in fonts. By using size and thickness, you can also make a contrast between titles, text and graphic notes. For the title, we use the thick Compacta font and the square elegant serif font (Cochin font) to form a contrast. Reduce the font of the title, otherwise it will conflict with the artist's pattern. Similarly, annotations also use thick sans-serif fonts. In this way, the title, text and comments are in contrast. Determine the key points you want to emphasize. As a designer, you need to determine what you want to attract readers' attention, whether it is pictures, titles or words, but you must determine what you want to emphasize. In the big picture above, the title is undoubtedly dominant. Because of its large text, a fine body can produce good visual effects. If in the original design, the title is very small, and we still use this light and thin body, the information cannot be effectively conveyed (pictured above). Fourth, strengthen readers' feelings. Words convey information and graphics express emotions. How to give consideration to readability and design standards while adding some fun and changes to leaflets? The best way is to use graphics. Of course, we must first understand the difference between graphics and words. Words convey specific information, while graphics are more of a feeling. The purpose of graphics is to create an atmosphere, not just to repeat the information conveyed by words. Graphics and words can work together in many ways. Remember that they are interrelated. Changing one will affect the other. This kind of interaction can be said to be very interesting, and even can produce surprises. Here are four basic ways to coordinate words and pictures. In the above picture, this leaflet is too explicit, but people can't grasp its main idea at once. Although the word "attention" was used, it didn't attract much attention, so a striking yellow background was added, but the effect was a bit excessive. Let's design according to its specific information. After modification, graphics and text are well integrated. What can convey the meaning of "leisure" better than hanging on a tree and dangling? The white background also looks comfortable and casual. The title is in two fonts: FashionCompressed and MyriadTilt, and the square is GaramondLightCondensed. 1, the graphics are as big as the title font. How will you tell your colleagues about leisure day? You said that Friday is a leisure day, yes, this is your title, a good starting point for design, and then what? Then how to add a graphic to highlight your main point, the main point here is "leisure", look through your picture library and find a picture of an inverted opossum. It's so carefree, that's exactly what you want to convey. So what in this example, the title is above, and the small animals are hanging below. Then the text is better arranged. Note that there is a wide blank area on the left side of the text in the example. The final effect is that the title conveys direct information, while the graphic conveys your feelings. 2 Titles and small graphics In the following processing methods, the title is the focus of the design, and the graphics play a role in setting off. The title font is large, aligned to the left, just to the right of the bottom word, which can arrange the text, so the font size has a strong contrast effect. This design technique is very simple and fun, and it can also be used with many different fonts (see the picture below). In the above picture, the title on the left is FashionCompressed, the title on the left and the title on the left are FranklinGothicCondensed, and the text is GaramondBookCondensed. In this example, graphics are the boss, and the information conveyed by graphics is not as direct as text, but it is more interesting. The upside-down animals and lectures are not directly related to the theme of "Leisure Day", but they are related to some extent. Remember, the role of graphics is to create a feeling and atmosphere. The figure in the example is very simple, and the text is simple and clear, which can be centered or aligned left and right, while paying attention to leaving blank. If you are a novice, you don't need to use vertical auxiliary lines for the time being. Looks almost the same. If you are skilled in using graphic tools, using auxiliary lines can make the design more professional. 4 Different titles with mixed pictures and texts will have different effects. The original title was "Lucky Draw for Flood Victims in the Midwest", but later it was "Lucky Draw will win two tickets for Loki baseball game". The focus shifted from others to the participants themselves, thus grabbing their attention at once, and the striking fonts also gave people an exciting feeling. Now that we have kept their appetite alive, you can continue your promotion activities, for example, there are good and cheap baked goods here. If there is important information you want to emphasize in the text, you'd better make these words bold to attract readers' attention and add some small illustrations as a relief. The illustration in the example is mainly to emphasize the theme of our publicity, which just corresponds to the meanings of "one-yuan ticket" and "cheap baked goods". The unified graphic style works well. The above picture shows the design before modification and the design after modification, and the appeal information of changing the title.