Hit the Mark with Your Branded Marketing Package: Part 2

Designing a Compelling Sales Sheet or Informational Flyer

Now that you have established the consistent messaging and look of your marketing package with your social media squares in Part 1, you can use this basis as the frame work for building another important piece – a more detailed sales sheet of your offering or other information sheet.

Though you may not publish this document in it’s entirety on your website, this is important to have digitally when people want to learn more about your program at a glance before meeting, and it can also serve as a key piece of your professional presentation when you meet people in person. It’s just a great piece to have for yourself for clarity on your offering and the benefit and value that you bring to your customers.

You may want to do this all on one sheet, or you may find that you need to create multi-page or separate sheets depending on how much information you want to have available for clients of differing needs and backgrounds.

 

 

Map it out

How you layout your page largely depends on the content and amount of text and images you want to include. You need to communicate your full message but not include so much that the text is not legible or your reader becomes overwhelmed, strike a visual balance between text, images, and the page (composition), and ensure that your audience can properly process the key information quickly by filtering out what is unimportant and can be “filled in” with subconscious.

 

Gather Your Images

Grab your own from your arsenal, snap what you need ahead of time or hire a local photographer, or download stock photos if appropriate.

Here are some great free and paid options.
Free: Pexels, Unsplash, Pixabay, Stockvault
Paid: Shutterstock, iStockphoto, Adobe StockDreamstimeCreative Market, Envato

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Plan the Text

You will need to determine a headline and quick at-a-glance blurb, subheadings if needed, and sub-information. If this will potentially be an external document, include a call-to-action and/or contact information so your potential clients know what they should do to begin getting results or the benefits of working with you.

If you are still working on developing your text, use an online text generator like the Professional Lorem Ipsum Generator for Typographers or check out the loremipsum.io Ultimate List of Lorem Ipsum Generators for some funny & on-brand options.

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Look for Inspiration Online

Everyone knows to search within their own industry or niche, but be sure you’re exploring other keywords like your location and the specific words that describe your layout (like sales sheet, flyer, advertisement, worksheet, brochure, download, pdf, and other keywords) and even content specifics like workshop flyer or jewelry pricing sheet. Take the advice from the Part 1 blog post when researching for inspiration. Don’t search only Google; take the time to venture out to Pinterest, Instagram, Creative Market.

PinterestSearch

Include your Logo and Contact Information

Include your logo or web address in some way no matter how small, and contact information if appropriate. In most cases even the business name or web address will do. For every digital document you create you should consider that it may be passed on to another colleague or shared or posted online in some way, and there should be no question as to what business it belongs to and how to get in touch with you!

Screen Shot 2020-01-19 at 5.25.37 PM

Different Types of Page Layouts

Your work done in the planning stage to determine the amount and type of text content, images and graphics, and intention behind the piece will help guide you toward a layout. Once you have determined the type and amount of content to include, you can start to gravitate toward a layout type that suits your needs (like the need to fit a lot of text in not much space or having blocks of texts along the side of the page).

The best place to start is with a piece of inspiration in mind, so use the research tactics discussed in the Part 1 blog post to look for inspiration that will allow you to include all of the text and image(s) you have. Then see which type of page layout might best suit your content. Look for layouts like: a photo in the header with paragraphs of text below, large photo as the feature with icons or minimal text, many photos used as a grid, or multiple photos or areas of content with accompanying detailed descriptions.

Magazine Photo spread on Inspirationde
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Recruitment Flyer Template AI, PSD
Get Inspired By These 30+ Event Poster Designs And Make Your Own _ Piktochart

Black and Cyan Modern Science Fair Event Poster

Make a Page Monday, Digital Layout plus a peek at a new e-course coming soon - CZ Design

FLyer For Stall!!

WIZWID_위즈위드 - 글로벌 쇼핑 네트워크

 

 

Designing a flyer with large image and headline focus

Here is a video of a build of a flyer with a large image and headline focus. It is for a workshop but can be adapted for many uses.

Fonts used:
Belleza
Abhaya Libre Family
Open Sans Family
Colors used:
Medium Dark Blue #38686d
Dark Gold #9d710f
Light Gray #eff0f2

Design Tips for Page Layouts

  • Find an inspiration piece
  • Use different text sizes, weights, italics, bold, underline, bullet points to prioritize information
  • Compare vastly different text sizes and tighten up and loosen the spacing between letters; striking the balance between two text portions can be tricky and like every science it requires experimentation!
  • Try breaking up your text in an unexpected way
  • Try techniques like putting certain information within or in front of shapes to draw attention
  • Get creative with your bullet points – maybe you’re not a black dot kind of brand!
  • Make sure the most important information can be read at a glance and is not hidden
  • Make sure that the piece aligns with your brand elements – it should match visually with your social media graphic you’ve created
  • Check out the blog post “Common Problems: How to Make Text More Readable in Your Graphics”

 

Canva Tips for Page Layouts

  • Use the Spacing tool to adjust both the space between letters and lines to expand a message, fill a space, or make a word less prominent
  • Use the Duplicate tool to ensure two elements are exactly the same
  • Use the Position tool to make ensure certain elements are properly aligned – “close enough” does not exist in good design!
  • Use with the Transparency tool (checkered fade icon) to experiment with visibility levels on solid blocks of color, text, graphic elements, and images
  • Use the Lock function for items you are not currently adjusting (like the background) if you find yourself continually grabbing elements that are in the way
  • If you’re going to print, know that the color may shift some; screen color space is different than ink

 

Other posts in this series:
Part 1: Introduction to Designing a Branded Marketing Package
Part 3: Spread Your Message Further with More Applications of Your Brand

 

Resources included:

Branded Marketing Package - Top Image Sidebar Flyer
Branded Marketing Package - Multi-Image Flyer
Branded Marketing Package - Image & Icon Flyer
Branded Marketing Package - Left Image Flyer