no matter what kind of commercial design, its ultimate goal is to help customers sell products and promote sales, otherwise the beautiful design is meaningless. In this paper, we discuss how to convey information more effectively in design through several low-cost single-page design cases. Some basic principles involved are suitable for any design project.

first, the key points of leaflet design can make your leaflet more attractive through the following steps. Can you design an effective leaflet under the tight budget? Sure, as long as you can keep people's attention focused on your product. Imagine you step into a furniture exhibition hall and stay next to a piece of furniture that you really like. What is your first reaction? Is it the price? What other products does this company have? Or the phone number of the store? Neither! You just want to know more about the quality of this thing, whether it is suitable for you and how to get it. This is exactly what you want to do when you design a leaflet-show attractive products, give customers a reason to own it, and tell them how to get it. The original leaflet page is not ideal. What the hell is this store selling? Outdoor gazebo or furniture? A chaotic page will only confuse readers. The address, telephone number and map of the shop on the page are deliberately kept low-key to avoid usurping the host's role, but the core thing-product is not well highlighted! Let's take a look at how to make a simple leaflet a competent salesman. 1. First set the scene. If you imagine a leaflet as a play, then the paper is the stage. Like drama, the function of a good advertisement is to make people focus on your product. Because the picture background of the product is relatively dark, then the background of the leaflet is also treated as black to match it. ok, the stage is already dark, just waiting for the performance to start. Of course, the background is not necessarily black, but treating it as black is the easiest way to form a dramatic atmosphere. Add a very thin border, which can be imagined as a curtain to guide the reader's eyes to the content in the middle. This kind of wireframe must be very thin, if it is too thick and too bright, it will distract the reader. 2 Push the products to the front desk and put your products in a conspicuous position on the page, just as when you invite friends to have a barbecue in the backyard, you will also put these chairs in a conspicuous place in the yard, so that every guest can see and touch them. The product pictures must be clear, and the physical photos are the most suitable. The photos provided by the general manufacturers are of high quality, such as the photos in the example. You can try to ask the manufacturers for them. If not, ask the photographer to take high-quality photos of the product, which may cost more, but please remember: if customers can't look at the product clearly, they won't pay. Maybe sometimes you have an impulse to add some special effects to the product pictures, wait a minute! In a product leaflet, the product is the key point that needs to be displayed. Don't be smart enough to make some tilt and deformation effects, which will appear flashy; Don't make the photo too small, thinking that customers will pick up a magnifying glass and study it carefully; Don't cut the picture like a poster, customers will only ignore the product itself and even think you are trying to hide something. 3 plus the title Once the product is displayed, we should add some words to explain the product in more detail and introduce some advantages and uses that are not obvious at a glance. Customers like to experience all kinds of new products. If you imagine customers as audiences who are eager to learn more, you can write good publicity headlines. Imagine if you were introducing this product to a good friend, which aspect would you introduce first, starting with the most exciting part. In this example, the furniture seems to be made of rattan, but it is actually made of FRP, which is very strong. This is the characteristic. If you want to sell ordinary goods such as screwdrivers and bath towels, then think about where your products are most popular and why customers want to buy them, and then express them in words. Rule 1: Short titles are more appropriate. When we talk at ordinary times, if a person uses more than 21 words in every sentence, it will only drive the listener crazy. Customers may like your products, but they can't stand your nagging. In a word, it is best to find the most concise and accurate statement. Rule 2: Don't shout some flashy slogans. A twisted melon is not sweet. Shouting these slogans can't help you sell things. Will you buy a car just because it claims to represent a "new and new human"? No, you buy a car because it has a beautiful appearance, authentic workmanship, moderate price or just meets your needs. 4. Add a caption below. When you write your caption, remember that the customer will only read it when he can find some interesting information, so be sure to find the customer's interest points when you write. Take a good look at your product, think about what information can make customers know more about it, what details can be emphasized, and what good ways to use it can be suggested. With this information, customers are more likely to pick up the phone and order. Rule 3: The customer is God. The customer is always the first, you can only stand aside. The world is beautiful only if customers really buy your products, otherwise everything becomes meaningless. You should respect this fact, a good advertisement should accurately reflect the real advantages of the product, and the text is not defending the product in every way, but strengthening this fact. If you think that a customer will buy your product for no reason, you are just daydreaming. What kind of font 1. Times font is a good choice. These traditional fonts give customers a sense of trust, and plain fonts can make products more eye-catching. The font of the title and the text must match, but the character spacing should be more compact. Times, Century, Garamond, Caslon are all good choices. 2. Bauhaus heavy font. Bauhaus-style decorative font is not suitable. It is a relatively heavy font, and its decoration is a bit too eye-catching in the whole page, which will make readers ignore the product itself. This type of font is more suitable for posters, rather than for product advertising leaflets. 3. snell roundhand and Futura Heavy fonts match. This choice is very good. The elegant font style also matches the meaning of the text itself. The font of "Wicher Beautiful" (beautiful rattan weaving) in the title is beautiful, while the font of "Fibrglass strong" (hard tempered glass) is very strong, and the characteristics of the font match the literal meaning. Generally, if the font is eye-catching or stylized, the connection between the font and the text will be obvious. Remember: our purpose is to highlight the characteristics of the product. 5 In addition, the LOGO will have its own logo in the end, but the logo should be smaller. There are two reasons: in the process of sales, the store is finally realized. Remember that we are selling products, not the store itself, and the small logo is also more confident. Friendly reminder: when designing an advertisement or leaflet, you have to face the public, and many ordinary people will come into contact with what you designed. Imagine that you are introducing this product to your friends and describing it to him, which is good for your design, because your audience is them-your friends and neighbors. A good deal is a win-win situation, and you should design your advertisement along this line. If you don't have a logo for the time being, the alternative is to make the name of your store a logo, and of course choose a font that matches the title. Such low-key processing can establish a hidden connection between stores and products, which is very suitable for stores with narrow product lines, such as jewelry stores, flower shops and clothing stores. The logo can embody a different flavor: it is a label and implies that this product is just one of many products in the store. In this way, the leaflet is divided into four interrelated parts-title, photo, text and logo, which take care of each other to form a whole. How to design a text sign If time is tight, here is a way to design a text sign quickly. Typing the name of the store in standard Helvetica font looks … well … so-so. Compress the text to the middle, make the letters almost close together, and remove the "&" The spaces on both sides of the characters, with a black background, and the text is highlighted, which looks like a seal. Change the & to American Typewriter font, and pay attention to the "&"in this font. The characters are very relaxed and interesting, which is in line with the style of this summer supplies store. Break the name into lines, which makes it look more compact and can be applied to different text typesetting layouts. Note that the distance between the upper and lower lines here is very close, which matches the distance between characters. You can also use the gray scale generated by the computer to generate another effect, where the text has been bold, pay attention to "&" The characters are still white, which can produce a strong contrast effect and create a visual focus. Where can I buy it? The road map is also an available resource. It is difficult to find a store in a maze-like block. At this time, if there is a road map, customers will feel that the store is very considerate. In this example, a simple road map can be used to find this small shop. The above picture shows the original road map: the road map is all composed of lines, as if it were drawn by a pencil. The biggest problem is that the solid lines, boxes and words in the picture are very similar in form, which is easy to confuse and distract readers. Readers have to work hard to find out which store is from these messy symbols. Come on, this picture is not up north and down south. The revised road map: the gray background and the white road look more comfortable and easier to understand. Let the north face up first, and the black buildings next to the white road can convey the information we need-where is the destination and how to get there. The wider road indicates the route you want to take, and the street names on the road are capitalized to avoid the uneven lowercase characters, so that the streets and names look as a whole. Remove the logo of Elk Grove Park. Generally speaking, on a simple road map, you only need to mark the location of the destination. Second, design the product display layout. If you can properly organize the pictures of your products, you can attract more attention to your layout. A photo is naturally an information transmitter-it is like a window, reflecting the positioning of your company. This also distinguishes it from headlines and general graphics. By organizing your pictures properly on a page, you can make this function more fully reflected. Designers should be guides and let readers read according to your ideas. The designer's task is not to put all kinds of elements together like flowers, but to be beautiful, but to organize the information to be conveyed properly. In this example, we divide the contents of the page into two categories and put them in two areas. The upper part of the light color is used to arrange the product descriptions, and the lower part is used to show the products, so that readers can grasp the key points and browse in different areas, without looking east and west and finding the north. Pictures have aroused readers' interest. How to convey further information while the iron is hot? This requires the use of picture annotations, which, together with the title and the picture, convey a complete message. The above picture shows the design before revision: don't let the reader's eyes be at a loss. This page is not effective and has not completed the purpose of communication. Why? Because readers have to put the fragmented information together when reading it, this enthusiastic and inexperienced designer arranges the elements in the page like arranging his single dormitory, with a sofa in one corner, a chair in the other corner and a coffee table in the middle. He does this because he only focuses on how to arrange the text column and area, but forgets that his purpose is to convey complete information. The revised design: it's like a dazzling display window, and it's still those photos and words, but the pictures are all together and the effect is completely different. 1 design should focus on attention and information. The following methods can be used in combination or separately: add a border to the display product here, and the gray background is the border. Pay attention to the fact that the background is aligned with the text above. In many cases, adding a background is better than adding a border directly, which will not be so tense and have a more contrasting effect. If there is no special emphasis, you don't need to add a border directly. Different levels of information convey different fonts, sizes and colors, which will express different meanings. We can distinguish information by these differences. In order to achieve this effect, the same kind of information keeps the same style, for example, the annotations of pictures all use the same font, color and size, and are different from the text. Using the concept of combination, you can put the pictures together and put the picture notes around them, or you can let the pictures surround the notes in the middle, as in the example. This text area imitates the layout of the page, and it effectively connects the text at the top with the picture below. No matter what your theme is, when you organize the photos together, you can focus the reader's attention on this picture area. If we consider that advertisers spend so much thought and money just to attract people's attention, the effect is very good, and there is no additional cost. When people look at the layout, they often read the annotations of these pictures first, and then read the text. For these picture annotations, a simple and tidy layout is ideal. What should we do next? If you want to impress the reader immediately and make him pay for it, then the annotation of the picture is the most important text in the advertisement. This cannot be overemphasized. If the picture attracts the reader, then he will definitely look at the annotation of the picture next. The final blow, to impress readers, is to make your writing fuller. First, grab the reader with the title, raise his concern, solve it, point out the advantages of your product, attract him, and sell your product. The writing should be concise, vivid and intelligent. If your writing is not good, find a professional to do it. The white annotation title has been able to form a striking contrast under the background of 41% gray level. The balance of layout affects visual judgment. Humans subconsciously pursue a sense of balance, and the need for this sense of balance will affect all kinds of things we create. Whether consciously or unconsciously, our sense of balance will subtly affect our visual judgment. Our subconscious pursuit of balance determines that we will consciously or unconsciously seek this sense of visual stability in many things we observe. For example, if the title is too long, which makes the whole page appear unstable, we can divide the title into several lines and arrange it on a unified axis to get a more stable feeling. Third, make your flyer more readable. Some basic design principles can make your page more eye-catching. Renaissance Tour Exhibition: Visiting this kind of exhibition will always give people endless reverie, but if it is given to a relatively boring designer for promotion, it may give people a feeling of nothing new. Therefore, this promotion design should be more careful. Pictures that can be used for leaflet design include exhibition signs and some others.