Flyer Printing

Printing Flyers– Before You Print.

Successful flyer printing starts with successful flyer designing. When designing a flyer it’s important to keep in mind that we absorb printed material very differently than spoken word. The average pace of conversational speech in Canada is approx. 250 words per minute. It means that during a typical phone call with a sales rep which will last 60 seconds you are likely to hear approx. 150-200 words!

When listening to a people we will often pay equal or greater care to their style of speech, visual appearance, voice, volume, mimics, and body language than to the actual content of their message. All this means that speech does not have to be very concise since a) a lot can be said quickly and b) speech is not the only thing getting the message across.

Flyers are a total opposite! They do not afford the luxury of delivering 200 words to the intended recipient. Canadians are busy and flyers are many, an average Canadian gives a printed flyer 3-6 sec. of his time. During this time we decide whether to keep on reading or not. If the decision is “yes” it likely means another 15 seconds of attention.

Some points for a successful design of flyer printed for Canadian market:

  1. Capture attention with images.

Pictures contain more information that words, use it to your advantage. Let the graphic which symbolizes your business stand out and be LARGE, centrally located on your flyer. This should not be your logo but rather something clearly associated by the reader with the product or service you offer! Here is a sample flyer which makes its message clear with the help of a central picture:

  1. Capture attention with text.

Do not print like you speak! To win the initial interest of a reader your catch phrase has be CLEAR, SHORT, AND VISIBLE. Ideally, the main line should be just 1-3 words. This should not be your phone number, website address or mission statement!  Ideally it should be the name of the service(s) you provide. For instance the reader will understand what the below flyer is about by reading just one word!

  1. Add more text in smaller script.

Add a short description of your services, benefits, terms, products – just the main points. Expect the interested reader to spend no more than 15 seconds reading this. Put yourself in the reader’s shoes and check how many words you will read in 15 seconds. Make this text much smaller than your catch phrase to make the catch phrase stand out.

  1. Avoid pushing consumer to a decision on the spot.

Do you really expect a consumer to form a decision within 20 seconds? Chances are he will not. But you can reasonably expect him to become interested enough to learn more. Avoid phrases like “buy today”, “call us today”, “buy now”, “call to order”. Make sure to always include a link to a website with more info.

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