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Publicity is an essential part of marketing and use of printed brochures and leaflets is a recognized medium for the same. For publicity, leaflet design is highly effective for very short periods. Leaflets are comparable to newspaper advertisements whose life is for 24 hours. Comparatively, leaflets have longer life as they are distributed in a planned manner and usually highlight a particular event or feature. Of all forms of printed publicity material, leaflets are most affordable and purposive. These are printed and distributed for occasions like an exhibition, stock-clearance sale, product launch or opening of a show-room. These publicity materials are simple in design and attractive in appearance. As these are distributed for a specific purpose, attention must necessarily be given to its appearance. This appearance depends largely on the target audience and feature or incident highlighted. In case the occasion is of a toy exhibition, by all probabilities a bright colored brochure is preferable. If, however, the occasion is of opening of a car show-room, a more elegant brochure type in professional style is important. Layout of a brochure largely depends on its purpose. Use of images, charts, and texts need to be done judiciously so that the overall appearance of this publicity material stays elegant or focused. As a leaflet has limited space for describing about goods and services, only the most striking features should be mentioned. Further, the purpose of flyer is defeated if more than one aspect or feature is highlighted. For detailed reading, a catalogue or a multiple paneled brochure is necessary. Images may be used, which incidentally must be relevant to the area of focus. Ideally, a flyer should consist of a catch line to grab attention of buyers. Selection of material is another vital aspect of a brochure. Papers of different thickness are available for printing catalogues and flyers. Normally, paper used for printing leaflets and catalogues are dissimilar both in thickness and texture. For leaflets, a much thinner sheet is used as compared to those used in printing catalogues. Generally, catalogues have a shelf life of several weeks while flyers just a few days. Further, catalogues are relatively exhaustive and consist of several pages. However, you need to be careful about the paper used for printing leaflet. Though these are made from much lighter sheets, care must be taken about its quality. They must not get spoilt easily and should retain their original glaze even after enough handling. Glazed paper are perfect for printing this form of publicity material as they are light, easy to store and have a reasonably long shelf life. The last vital feature of a leaflet design is its distribution. These could be sent out as mailers, distributed by hand or circulated along with newspapers. The choice is entirely yours and you should opt for the channel that addresses your target audience most effectively and easily. You must remember that flyers are advertising materials that have great potential and therefore, should be used to your greatest advantage.
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