FMP: Designing a promotional leaflet

The third part of my brief was to create some sort of promotional material. My research determined that either a magazine advert or leaflet would be best. In the end, this being the smallest section, and the one most dependent on the others, meant it was the last section to be thought through and designed.

I decided in the end I would design a leaflet. This could be placed in magazines, the brochure, and at the dealership, thereby getting a far wider audience. Add to that the magazines are often all slightly different sizes, whereas leaflets are often standard sizes and I felt a leaflet was the most sensible way to go.

As for the size of the leaflet, I felt A5 would be suitable, as for double-sided non-folding leaflets that is the most common size. This means it is easy to slip into magazines, can be placed into my brochures with the ends sticking out so the audience member knows it’s there, and is not too large to place in a dealership. I found an example of a Mercedes leaflet and was impressed with this. However, whereas the Mercedes leaflet is portrait, I think mine will look better in landscape format for the information and design I know I will need to put on there.

Thinking about design approaches I felt it would be best to follow that of the brochure so my set of designs start to build up an identity to highlight the Range Rover. So from there, I created the front, which very heavily draws on that of the brochure design, just with some slightly different positioning to reflect the different size I was working with.

Screen Shot 2013-05-14 at 14.42.33

I then moved onto the back, and very quickly got the general layout sorted, with the majority of time focusing on positioning the text etc, but there were a few key changes in my creative process which I’ll show below.

I originally started with the design below, which compositionally looks good, but I was aware that although I am trying to keep information to the minimum to allow everything to have an impact there was not enough information about how to keep up to date with Land Rover online.

Screen Shot 2013-05-18 at 10.16.04 So I updated the design to include this information, but had difficulty working out where it should be placed. I really wanted to make use of the sky background so decided to split the design in half, with the ‘Peerless’ text on the left and the ‘Find Out More’ text on the right. However, I just don’t feel this works and the text fills the space too much. Not to mention the dark grey sky in the top right corner does not have enough of a contrast with the grey text. So I decided to change the design… Screen Shot 2013-05-18 at 10.17.50 I think with the design you can see below I have created a suitable aesthetic and composition for the leaflet now. I decided to utilise the space underneath the ‘Peerless’ text but I knew this would create a clash of colours, as I would need white text for the bottom and dark grey for the top. Therefore I took the transparent box idea from the brochure I designed, which works perfectly.Screen Shot 2013-05-18 at 10.19.22The only thing I was not happy about with the design was that the details about Twitter and Facebook etc. were placed in the text and were therefore not as noticeable. Meanwhile I had the website in the footer of the leaflet, which works well, but there was a disharmony in where to look to get the information. So I decided to make the change to place the Twitter and Facebook information in the footer as well. This helps to make it more visible, and allows me to streamline the text in the ‘Find Out More’ paragraph.

So the leaflet design is pretty much finished now. All that is left to do to the design is to make some small adjustments to the positioning of objects and double check everything is ready for printing.

Screen Shot 2013-05-21 at 17.32.32

Paper Stock: I now realised I needed to think about what paper I would use to print my leaflet on. The general stock that appears to be used for leaflets is a lustre finish, with a reasonable weight of around 200gsm. I normally use 270gsm paper I picked up a while ago from Staples, which I use for final pieces, as it provides a nice lustre to the final piece and is suitable for a wide variety of uses. However, as only one side can be printed on, and while I could use spray mount to stick the front and back together, the end result might be too thick.

So, with this in mind, I decided to experiment by ordering some paper samples from GF Smith through the college. Unfortunately there was an admin error at the college end and I will not receive my samples through in time. However, this did remind me that I did receive another sample from GF Smith last year, which did have several paper stocks I thought would be suitable for things like this. So I opened up the sample, and had a look through.

Three types of paper made it onto my ‘shortlist’ for closer analysis:

  • Accent Smooth (Glacier White) – 200gsm.
  • Gmund Treasury (Porcelain) – 240gsm.
  • Mohawk Superfine (Ultrawhite Eggshell) – 216gsm.


Looking at all the types I had shortlisted in bright daylight, as well as feeling them to assess the texture allowed me to make a really good judgement on which would be best.

While all look pretty much the same white when viewed at a glance, comparing them in bright daylight showed the Accent Smooth (Glacier White) and Mohawk Superfine (Ultrawhite Eggshell) had a pale blue sheen to the paper, reflected in the names of ‘Glacier’ and ‘Eggshell’ which are things which do have a slight blue sheen. While this is alright, I was much more impressed with the Gmund Treasury (Porcelain) for its very white colour, which is just what I was looking for.

I also wanted to compare the thickness and smoothness of the paper to assess suitability, and here I found the Accent Smooth and Mohawk Superfine were of a suitable thickness, but had a very slightly rough textured feel to them. The Gmund Treasury paper to me seemed much smoother and being a slightly thicker weight in my sample helps to project a more premium finish, without being too thick to be placed in a magazine or brochure.

Therefore, I have decided I will print out my leaflet on 240gsm Gmund Treasury (Porcelain) paper as I expect this to give me the best result.



Edit – 21/5/13:

Well I asked my tutor whether he thought the paper was suitable for the printer and he agreed with me that it was probably was… except that the paper did not work with the printer… so it was back to my original plan, which thankfully worked much better than I had originally anticipated, so I am confident I can hand this in as a final piece with no worries.

Below is a comparison image of ‘Plan A’ and ‘Plan B’ – it’s pretty easy to spot which one looks better! Plan ‘A’ is the bottom –  the finish is faded and speckled, it just does not match the rest of my designs and I would not hand in a final piece like that.


Of course, this is no slight on the quality of the paper provided by GF Smith, it’s more to do with the fact that it eventually wasn’t the right type of paper for the printer I had available to me to use.