Colours give flavour and personality to the world around us. Colours have such an impact on our perception of the world that it can influence whether we find something pleasant or an eyesore, or if we even notice it at all.
How does this apply to your flyer campaign? If your flyer is plain and uninteresting, your customers will pass their eyes over it without so much as a second glance. Gone are the days of fancy graphics and icons chunked together in an incoherent mash. Good, clean design is now at the core of any effective marketing campaign, and a good choice of colour scheme will put your flyers in a much better position to get responses.
Before you do your flyer printing, remember that colour plays a tremendous role in how your customers react to your flyer. A recent study showed that an individual forms an opinion about a product within 90 seconds. Within this 90 seconds, about 62-90% of their opinion will be influenced based on the colour. Wouldn’t it be a waste to leave 62% of your customers behind just because of a poor colour scheme?
Before we continue, you need to realise something: There is no one best colour for converting potential clients. A great many business owners subscribe to ideas like “green is calming” or “blue is professional” and try to base their entire design on such vague principles. The reality is that uniformity and contrast matters much more. If your flyer is meant to create awareness for blood donations, will you make your call-to-action red because “Red is alarming and draws attention”?
There are flyer printing basic principles you can use to help you choose a colour scheme that is pleasant and professional. In this article we’ll expand upon those points and discuss some principles you can apply to any project.
As a first example, consider this flyer produced by a Brazilian health agency. The first thing to point out with this design is the choice of complementary colours. With a “cool colour” at the background and an opposite “warm colour” for the hands, it causes the image to “pop out”. Immediately, you know what the central focus of the flyer is. There’s also little other imagery to clutter up the flyer, and only one key, focused message.
What can you apply from this when designing your flyer campaign? This piece is intensely captivating and grabs the reader’s eye immediately. It works very well for an awareness campaign or a teaser, but you may not want your business’ flyer to be so aggressive and intimidating. A flyer this aggressive may end up off-putting and uninviting to customers. Take complementary colours and use them for what they are – a tool to draw attention.
Next, we’ll look at this flyer, produced for a craft fair. Notice the use of toned down, analogous colours. The cool blue-green and muted yellow create a much calmer atmosphere in the flyer. This cooler colour choice creates a more relaxed feeling for the viewer and invokes a sense of calm. When someone sees a flyer like this, they are more likely to gain the perception that this event will not be a chaotic, fast-paced affair, but rather a homey, relaxed gathering.
If on the other hand, your flyer is for a high-energy event like the Spartan Race, would you really want your flyer to use cool, calming colours? Sporting events such as these often use warm, energetic colours to convey excitement, and red and black or not uncommon colours for flyers of these events.
When you plan your flyer campaign, it’s incredibly important not to simply plan a design without considering the context, purpose of your advertising campaign, or the expectations of your audience.
For our last example we’ll give you a taste of what a complete disaster of a flyer looks like (https://brownhillsbob.files.wordpress.com/2013/05/brownhills-roadshow-flyer-may-20131.jpg). There are too many things wrong on this flyer to point out individually, but to summarise, establish unity in your design. Take a moment and count the colours on this flyer. Now count the fonts. The problem with designing a flyer in this fashion is that it does not allow the reader an easy point into the design.
Let’s imagine someone handed you this flyer while you’re walking across the street. What would your first thought be? Most likely, something along the lines of utter bewilderment. Where should you look? Why should I care what the event is about? The entire flyer is one disorganised blob of pictures, colours and fonts – none of which go well together. As it stands, the date and time draws more attention than key information about what the event is about.
Even the date and time of the event are not put together. When designing a flyer for an event, it is much more prudent to organise information such as the date, time and location together in a readable format. It should also take the backseat in the design so as not to distract from the purpose of the flyer. The main purpose of an event flyer is to convince your audience that they will have a good time at your event, and the time and location have little to do with that. Once their interest has been piqued, then they will hunt around the flyer for the time and location, and when they do it should be placed together nice and organised, rather than have it strewn all over the flyer.
In terms of colour, placing red, blue, and yellow in close proximity to each other muddies the effect that any one of these colours could have on their own. The only non-primary color on the flyer is the large green stamp at the bottom, apparently as some sort of call to action.
What could have been done better? To begin with, limit your colour choices. Three colours is usually a good number to work with, four can work. Beyond that, you are running into dangerous territory. Also, don’t put all your colours together in extremely close proximity – it’s visually exhausting. Finally, remember that there is more to good design than just creating excitement – you also need to follow that up with a clear action for your reader to take or you will have wasted a potential lead.
With these tips in mind, take a look at the advertising campaign you are preparing to run. A little work and analysis before starting can very easily payoff in the success of your advertising strategy. Once you have your flyers ready, you will be able to print them out and watch the clients come in.