1. The good, the bad, & the ugly…
Fliers, Brochures, & Newsletters

2. Understanding Writing
Technical Writing
Marketing Writing
Purpose – informs & conveys information
Strategy – appeal to logic
Style – objective, technical language
Purpose - Attract attention, excite interest, & persuade
Strategy – appeal to emotions
Style – vivid, sensory language

3. Determining Purpose & Audience
Marketing Documents
Purpose
Audience
Fliers
Announces a new product or event
Potential customers or attendees
Brochures
Promote products or services and motivates customers to action
Usually, general public
Newsletters
Build sense of community; share information
Organization employees, existing customers, or people interested in special product

4. Fliers Type: Snail mailed or e-mailed
Placement: posted on bulletin board; distributed by hand; displayed on table
Length: 1 page
Cost: Most cost effective to produce & mail

5. Brochures Type: sales brochure vs. Informational brochure
Format: half-fold style
tri-fold style
Length: half-fold style = 11” x 17”
tri-fold style = 8.5” x 11” or 8.5” x 14”

6. Newsletters Type: Format: Length: Organizational newsletter
Customer newsletter
Subscription newsletter
Format:
Depends on length but front side only or front & back
Length:
Ranges from 1 page or multiple
Size from 8.5” x 11” to

7. Tips on Designing Fliers
Don’t put everything in boxes
Don’t set same amount of space between elements
Don’t use hyphens
Don’t center everything

8. Tips on Designing Fliers
Write headline at top of page
Feature organization name & logo prominently
Select 1 main message
Event – what, when, where
Product/Service – benefits, advantages

9. Tips on Designing Fliers
Create a focal point
Use subheads that contrast
Repetition
Alignment

10. Tips on Designing Brochures
Use contrast in typefaces, rules, colors, spacing, size of elements
Repeat various elements in design to create unified look (repeat colors, typefaces, rules, bullets, etc.)
Group similar items close together (subtopics within headings)

11. Tips on Designing Brochures
Panel
Content
Design
Front Panel
Topic/title
Image
Organization name & logo
Clear id of audience
Larger font size than inside & back panels (18+ point type)
Inside Panels
Information about product’s benefits for customer
Supportive facts
Comparative data
Answer who, what, where, when, why, & how
Readable font size (10 or 11 point type)
Short sentences (15 words or less)
Limit paragraphs (2-4 sentences)
Let text & graphics stretch across panels
Use headings & subheadings
Back Panels
Contact information
Same elements as inside panel

12. Tips on Designing Newsletters
Repetition – every page should look like it belongs to whole piece
Color, graphic style, fonts, spatial arrangements, bulleted lists, borders around photos, captions, etc.
Use white space
Use contrasting type; don’t make each page different

13. Tips on Designing Newsletters
Choose 1 alignment
Don’t indent paragraphs, even after subheads
Use concise, attention-getting headlines
Use short subheads to break long stories into chunks
Readable type copy

14. Tips on Designing Newsletters
First page contains banner
Headline for major story & least 1st portion of story (include page number for continuation)
Photos include captions
Include masthead

15. Principles of Marketing Design
Contrast: vary elements on page (type, color, size, line thickness, shape, space, etc.) to emphasize differences and make important points stand out
Contrast is what makes readers look at the document

16. Contrast Examples
Bad Contrast
Good Contrast

17. Principles of Marketing Design
Repetition: repeat visual elements of the design throughout the piece
Repeat colors, shapes, textures, spatial relationships, line thickness, fonts, sizes, graphic concepts, etc.

18. Repetition Examples
Good Repetition for newsletter

19. Principles of Marketing Design
Alignment: every element should have some visual connection with another element on page.

20. Alignment Examples
Bad Alignment
Good Alignment

21. Principles of Marketing Design
Proximity: items related to each other should be grouped close together.
Items in close proximity to each other become 1 visual unit rather than several separate units.

22. Proximity Examples
Poor Proximity
Good Proimity

23. Principles of Marketing Design
Proportion: margins and relationship of type and art work together
Long, thin type works best with long, thin layouts
Short, wide type works best with short, wide layouts
Avoid evenly repeated, evenly spaced shapes