What Details to Include in Your Flyer (And What Not to Include)
Ever picked up a flyer that made you think, "What exactly are they trying to tell me?" or worse, put it down immediately because it felt like reading a novel? You're not alone. After 12+ years of designing marketing materials that actually get results, I've seen every flyer mistake in the book and trust me, there are quite a few.
Flyer design isn't just about making something that looks pretty (though that certainly helps). It's about creating a piece of marketing collateral that grabs attention, communicates clearly, and drives action. The difference between a flyer that works and one that ends up in the bin often comes down to what you choose to include, and more importantly, what you choose to leave out.
Let's dive into what makes a flyer effective, and what details will either make or break your message.
The Golden Rule: Less is Always More
Before we get into the specifics, here's the most important thing to remember about flyer design: your flyer has one job. Not ten jobs, not five jobs - one job. Whether that's getting people to attend your event, visit your store, or call for a consultation, everything on your flyer should support that single goal.
I see this mistake constantly - businesses trying to cram their every single service offering, contact information, social media handles, testimonials, and company history onto one A5 piece of paper. The result? Cognitive overload. Your potential customers' brains shut down before they've even started reading.
Essential Details Every Flyer Must Include
1. A Clear, Compelling Headline
Your headline is the hook that stops people from walking past your flyer. It should be the largest text on your design (not your logo, sorry, not sorry!) and immediately communicate your main benefit or offer. I’m no a copywriter expert, that’s for sure, but here’s a few examples.
Good examples:
"50% Off All Wedding Photography Packages"
"Free Consultation: Transform Your Garden in One Weekend"
"Learn Spanish in 30 Days or Your Money Back"
What to avoid:
Generic company names as headlines
Clever wordplay that requires explanation
Headlines that focus on you instead of your customer's benefit
2. One Primary Call to Action
What do you want people to do after reading your flyer?
Call you?
Visit your website?
Come to an event?
Pick ONE action and make it crystal clear. Use action-oriented language like "Call now," "Book today," or "Visit us this weekend."
Your call to action should be visually prominent - use contrasting colours in a circle shape, slightly larger text, or a button-style design to make it impossible to miss.
3. Essential Contact Information
Include only the contact information that's relevant to your call to action. If you want people to call, make your phone number prominent. If you want them to visit your website, make the URL clear and easy to type.
Include:
Phone number (if that's your preferred contact method)
Website URL (keep it short and simple)
Address (only if location is relevant)
Skip:
Every social media platform you're on and the extended URLs
Multiple phone numbers
Email addresses, unless specifically needed
4. When and Where (If Applicable)
For events, sales, or time-sensitive offers, include:
Date and time
Location
Duration or end date of offer
Make these details scannable - use consistent formatting and don't bury them in paragraph text.
5. A Visual Element That Supports Your Message
Whether it's a product photo, your logo, or a simple graphic element, include something visual that reinforces your message. Humans process visual information much faster than text, so use this to your advantage.
Just remember: the visual should support your message, not compete with it for attention.
Details You Should Never Include
1. Your Life Story
Your flyer isn't the place for a detailed company history, founder's bio, or lengthy mission statement. People picking up your flyer want to know what's in it for them, not how you started your business in your garage 15 years ago.
Save the storytelling for your website or a more detailed brochure.
2. Every Service You Offer
I get it - you want people to know about all the amazing things you do. But listing every service, product, or capability you have will overwhelm your audience and dilute your message.
Instead, focus on your main offering or current promotion. You can always mention "and more" or direct them to your website for additional services.
3. Tiny, Hard-to-Read Text
If you need a magnifying glass to read it, it doesn't belong on your flyer. This includes:
Detailed terms and conditions in 6-point font
Detailed product specifications
Long lists of features or benefits
Multiple paragraphs of explanatory text
4. Multiple Competing Messages
Trying to promote your new service AND your seasonal sale AND your loyalty program on one flyer is a recipe for confusion. Stick to one primary message per flyer.
5. Low-Quality Images
Blurry photos, pixelated logos, or stretched images make your business look unprofessional. If you don't have high-quality images, it's better to use clean typography and simple graphics than to include poor-quality visuals.
The Secret to Effective Flyer Design: White Space
Here's something most people don't realise: the empty space on your flyer is just as important as the content you include (that needs to be bold!). White space (or negative space) gives your design room to breathe and helps guide the reader's eye to what's most important.
Don't feel like you need to fill every inch of your flyer with information. Strategic white space makes your design look more professional and your message easier to digest.
Common Flyer Design Mistakes I See (And How to Avoid Them)
Mistake #1: Using Too Many Fonts
Stick to one or two fonts maximum. Use different weights (bold, regular, light) and sizes to create hierarchy, but don't mix multiple font families. It looks unprofessional and makes your flyer hard to read.
Mistake #2: Ignoring Brand Consistency
Your flyer should look like it belongs to your brand. Use your brand colours, fonts, and visual style to maintain consistency across all your marketing materials.
Mistake #3: Poor Contrast
If your text is hard to read against your background, people won't bother trying. Ensure strong contrast between your text and background colours, especially for important information like your headline and call to action.
Mistake #4: No Clear Visual Hierarchy
Everything can't be the most important thing on your flyer. Create a clear visual hierarchy using size, colour, and positioning to guide readers through your information in order of importance.
The Bottom Line
Effective flyer design is about strategic simplicity. Every element should have a purpose, and anything that doesn't directly support your main message should be cut.
Remember, your flyer is often the first impression potential customers have of your business. Make it count by focusing on what matters most to your audience and presenting it in a clear, visually appealing way.
Your flyer should make people think, "This is exactly what I've been looking for", not "I need to study this for 10 minutes to understand what they're offering."
Keep it simple, keep it focused, and keep it customer-centric. Your response rates will thank you for it.
