Achieving maximum impact with your print can be tricky. Over the years, we have gained a valuable insight into what factors contribute to a successful piece of print.

We have put together some tips which could help save you money and ensure you make the most of your print.

Well briefed

This may sound obvious but a clear, well defined design brief is essential. Whether you use in-house designers or design agencies, ensure the design team knows what you want to achieve with your print. Who are you trying to reach and what are your key messages? Why should they come, what's in it for them and what makes you special?

Grab their attention

Use the top third of your leaflet for impact. This is the first part of your print to be seen in display rack, so make sure it grabs attention. Simply the name of your attraction may work best or perhaps the experience that you are offering such as 'discover', 'go back in time' or 'imagine'.

Keep It Simple Stupid

When writing the copy, use the KISS principle and resist the temptation to fill every bit of space with information. You don't have to tell your customers everything, just whet their appetite. If possible, ask a professional copywriter to help you. With their input you can say twice as much with half the number of words.

Picture power

Use colour and imagery effectively to differentiate your print. Avoid cluttered images and too much text. Although it may be tempting to feature everything in your print, a single image often has more impact. Where possible, one or two of your pictures should show people having fun, clearly enjoying themselves.

Avoid the flop factor

Use a good weight of paper so your leaflet doesn't wilt in the display racks. Your print may be the first point of contact with your customer and first impressions last. Talk to your designers and/or printers but go for at least 150gsm (grams per square metre) to be on the safe side. Also, be sure to discuss recycled content with your printer - most paper stocks today are produced from environmentally managed resources but it's worth checking on this. Ask for paper 'recycled using post-consumer waste'.

Size does matter

1/3A4 leaflets folded down from A3 or A4, or A5 leaflets folded from A4 are most popular with the public as they are easily handled and retained, and these are the best size for display in standard racks.

Make your print work even harder

Include an incentive to retain the leaflet or a voucher so your customer brings it with them. As well as providing an extra benefit and an incentive for their visit, this is a simple way to monitor the effectiveness of your print and your distribution campaign. Within data protection guidelines, and with the permission of the customer, you can also use this for data capture, getting valuable names, addresses and/or email addresses for future marketing.

Check mate

Always ask a third party to proof and double check your information before it goes to the printer. It's so easy to miss something when you look at it too often and it is not the responsibility of the designer to check your work. Get someone you trust to check all the telephone numbers, directions, web addresses and so on.

Better safe than sorry

If possible, you and/or your designer should see the job on the print press before production starts. One final check will ensure accurate use of colour, layout, images etc and most printers are more than happy for their customers to do this.

Handle with care

A top tip from our warehouse team - please advise your printer to package and deliver your print in secure bundles and strong, standard-sized boxes. This protects your print throughout the various stages of transportation, warehousing and distribution.