Advice for compelling, effective and successful flyer design from 3 leading advertising experts. Get insight into the do’s and don’ts of the design fundamentals and learn just what makes a flyer sell tickets, to make you the big bucks.
Over in the Cluboid office we are often asked by our nightclub and bar clients how to design the perfect flyer for their events. After all, marketing can make or break an event, with the flyer (online or printed) being the pivotal piece. So we thought, let’s ask the professionals and reach out to some of the industries leading designers to bring our readers their top tips on how to get it just right.
If you want to find out how to perfect your venues flyer designs read on…
Kevin Bradford - Editor - DesignCrowd
- You've got to ensure your flyer is eye catching. It\'s often thrust on people, and you want it to stick in their hand, not on the floor. Choose bold colours and even risqué imagery that will appeal to your target audience.
- Play to emotions. Select a colour scheme that will evoke thoughts of fun, passion, excitement, or relaxation. Whatever bar you own, all your collateral should reflect the atmosphere people will experience when they get inside.
- Ensure the execution of the flyer is technically sound. The final product needs to be crisp, clear, and functional, which all comes from using the right fonts, colour models, and layout structure, whether for print or online.
Do not forget the date. The line-up can change, or you can do call-on-the-night venue promotions, but people need to know when they should put your banging night in their diary. General info flyers can get away without a date, but if you are hosting an event, or a specific launch, no date = no crowd.
Something that is right on trend, and marries the graphical elements with the information requirement perfectly. You\'ve got to be looking for beautiful imagery that smartly frames the text, whilst still grabbing the attention and interest of the audience.
Big brands get the messaging spot on every time. They have such an international reputation that they cannot afford to fall short of expectations. The artwork for nights like PachaSydney or Ministry of Sound work to be instantly identifiable the world over. Even if you\'re not a global powerhouse, the efforts you make to be recognisable to your audience can prove to be priceless for your reputation.
Do your research into the brand you are designing for, and stay true to their identity. Pay close attention to the brief and discover what makes their venue tick. It is that focus that will help make your flyer identifiable and stand out from the crowd.
Cool cocktail bar Hinky Dinks, in Sydney, approached us to crowdsource their flyer. The result was classy design which captured the bar\'s vibe whilst still presenting all the information (and offers) that will the clientele through the door.
Adam Mcintyre - CEO - FlyerHeroes
Art is obviously subjective, so what suits one person will likely not suit the next.
In my opinion three of the most important principles are:
1. The design should align with the brand. If you\'re running a minimal house night, you want a clean and minimal flyer design. If you\'re promoting a local indie event, you want a design which represents the indie genre - something rustic, understated and grungy.
2. A higher standard of design better represents your brand or event. Whilst it\'s possible to promote your event well with a quick and cheap design, the more professional your printed flyers look, the more attractive your event will be to the public. (This is one way we help event promoters and musicians with low budgets produce better flyer designs).
3. Get the message across. It doesn\'t matter how well your flyers match your brand, or how beautiful they look. If there\'s no message being shared, there\'s no point to your flyer. What is your event? Are you promoting a big name performer? When is the event? Where is the venue? An ugly flyer with a clear message will still perform better than a stunning design with no clear communication.
There are many things you shouldn\'t forget when creating a flyer:
1.Make sure your design includes bleed areas with no text or important elements close to the edge
2.Make sure your design is at least 300dpi resolution for clear, high definition printing
3.Ensure your artwork is in CMYK format (this is the colour mode required for commercial printers)
4.Proofread, proofread, then proofread again! And then get your friend to proofread. You can\'t fix a typo once the flyer is printed, and a typo in the date, time, venue or price result in an expensive reprint.
If you have an office printer, test print your flyer to check it looks OK before sending to final print. This little tip can help spot defects.
Aspiring designers email me several times a week asking this question expecting some magic trick that\'ll instantly turn them into a pro. It takes time, effort and practice.
My answer is always the same: don\'t stop learning.
You can always improve your design skills and knowledge of softwares such as Photoshop and Illustrator. Likewise, styles and design trends are always evolving so you better keep up.
After a long, hard think - I couldn\'t possibly choose just one! I love so many different designs for so many different reasons, I\'d regret choosing just one. Sorry!
Peter Grimshaw- Director - The Flyer Design Company
Firstly i think a clear uncluttered look works best, you get a readers eyes for a very short time – if you hit them with a wall of text or too much blurb generally you will lose them before you’ve told them what you want to. Secondly I would say readable text – a funky stylistic font is all well and good but its useless if it can’t be read… And finally personally I tend to advise not to follow the trends, find a style that suits the event your putting on and run with it. Oh if I can add a fourth lol id say start designing early – a rushed design isn’t going to be as good as something you put a bit of time and effort into getting right – it can make a big difference if you get it right and is worth the time you invest..
To remember to include all the info! We have had print only jobs come through before that don’t have an event date on..
Something that doesn’t follow the usual trends, you can tell when a designer has put the effort into a design. If your flyer stands out from everyone elses design by being different, you will get more of a chance of getting the readers eyes for a longer period of time. Flyers that are straight to the point work. Look at major companies, they don’t over explain or over emphasise their products, they entice you to find out more. This is how it’s done. Jet2’s advertising works, it’s simple and straight to the point.
I think the warehouse project in Manchester generally get it right, with the world beating lineups that they put on week in week out they don’t need a massively in your face design. Its put across in a way that highlights the acts but without looking too much or too little. Plus minimal is the very in thing at the moment. Defected & Cream (which we have created flyers for) have always championed this look for us.
Don’t be afraid to experiment, if you try something and it looks great then brilliant – if it doesn’t you have just learnt something. It can be infuriating as much as it can be relaxing when everything seems to just work and you end up with something brilliant. If you can’t seem to get a look right and you end up going round in circles, take a break and come back to it a little later. Oh and try not to smash your mouse up... Take your initiative wherever possible, but make sure all the info is received BEFORE you start the work.
I think some of the early rave ones are the most memorable personally. With all the technology, features in programs and speed of computers etc. We’ve got it easy really compared to back then...
This is one of my favourites we did for Cream\'s 20th Anniversary in Manchester for its simplistic yet informative nature. Informational art doesn’t have to be over complicated just functional.