If you’re in the process of designing some leaflets for your business, it can be overwhelming trying to create the ideal message. “How much should I say?”, “What should I say?” and “How will the leaflet design affect the message?” are all common worries. But don’t worry, we’re here to help. Here are our top 6 tips for crafting the perfect message for your leaflets.

Dissect your audience

Before you can actually craft the message, you first need to actually understand your target audience. Write answers to questions like:

  • What gender are they?
  • What is their average age?
  • Are they a new customer or an existing one?
  • Which of their problems are my products designed to solve?
  • What potentially does your target customer normally not like about your product?

How will the leaflet be folded?

Decide on a style of fold you like. You will then need to organise your content into sections that fit around this. Possible folds include:

  • Letter fold
  • Single fold
  • Gate fold
  • Concertina fold

Keep your leaflet content punchy and sweet

Make sure you identify exactly what you NEED to say, and then only that. Cut out any unnecessary sentences and paragraphs. Nobody wants to spend all day reading a leaflet: they want to quickly skim the text, absorb your message and then act on it.

Create a clear call to action

You need to identify exactly what you want the reader to do after reading your leaflet. Do you want them to visit your site, buy something or call? Decide, and then gear the message towards that eventual goal.

Make good use of colour and other design elements

The way in which you use colour and images will greatly affect the message. In fact, the most effective leaflets find ways to weave images into the message itself and make them relevant in telling a story or highlighting crucial points.

Trial designs before final print run

The only way to ensure your final message is crafted to perfection is to trial how it will look. The best way to do this is by using design software like Photoshop. Pay careful attention to how the words and images work together and make adjustments until it all flows clearly.


Here at Instaprint, we are experts at leaflet printing. As well as offering top quality prints to all of our customers, we offer a print design service. Once you send across your message, our team can quickly get to work designing the perfect style and layout to accompany your message. To find out more, contact our team today.