A 6 page DL information leaflet design for Tamworth Pharmacy. The leaflet immediately gives a professional and trustworthy first impression, key services stand-out, a 10% off offer is placed on the leaflet to get new customers in to the Pharmacy and a clear and useful map is used to help new customers actually find the Pharmacy
How to create effective leaflets for Pharmacies & Chemist’s that generate interest and extra customers:
#1. Utilise design techniques and visual hierarchies to make key benefits and services stand out
When designing a leaflet you should take into consideration that most people who pick up a leaflet or flyer are time poor (aren’t we all!) therefore the design should consider visual hierarchies – and what jumps out first to a reader (eg there should be a strong headline hook and clear presentation of key services). Taking a step back it should also be immediately obvious to the leaflet viewer that this is intact a pharmacy leaflet – so imagery and branding can help immediately signify this in seconds so that if the reader is considering a need for pharmacy services, then they will instantly be attracted by the leaflet . Once you have hooked a reader in – then go onto list key points about USP’s, services and benefits and expand in things in more detail.
In this leaflet design for Carters Chemist the layout is broken up into visual chunks to make it easy for the eye to scan the leaflet and move from section to section. Various graphic devices (strong benefit-led headlines, icons and imagery) help the reader scan the leaflet for key services that will entice customers and finally strong and clear contact details are shown on both leaflet sides to make is very easy for a customer to take action and use the Pharmacies services.
#2. Ensure a strong brand identity and consistent logo usage
A professional pharmacy should have a well-designed logo as this is their main identifier in a crowded market place. The pharmacy logo should help to convey the right message in itself (clean, professional, health orientated). It is vital that the brand or logo is used consistently across all marketing materials such as leaflets and websites and also ‘In-Pharmacy’ items such as signage and posters etc. This will help customers recognise the Pharmacy brand across multiple formats and helps build trust and confidence with the Pharmacy. Therefore the leaflet should follow this brand identity – or if limited marketing collateral has been produced and its a new pharmacy – a good leaflet designer should be able to help establish a look & feel in a leaflet which could be rolled out across other marketing items for that Pharmacy.
Husbands Pharmacy is positioned as an upmarket Pharmacy in an affluent part of London and therefore their shop signage consisting of a lot of black was designed to help it stand out and appeal to more affluent customers. (Note the identity was created before I designed the leaflets)
For Husbands Pharmacy it was therefore imperative that the various leaflet designs had a consistent design style throughout so customers would associate them with the actual Pharmacy itself
#3. Promote services and benefits
– It’s worth emphasising that a leaflet give you the chance to promote all the reasons why someone should use your pharmacy – so think in terms of services, unique selling points and benefits. Try and think why someone should use your Pharmacy rather than another.
#4. Keep text content to a minimum
– A leaflet with lots of text can seem overwhelming and therefore off-putting – so it’s best to reduce text to an absolute minimum, whilst keeping in all those reasons that customers should visit the pharmacy or chemist. Bullet point text is aged way of getting to the point whilst listing lots of benefits and services
In this Pharmacy A5 leaflet design for Carters Chemist – text is kept to a minimum to ensure key services stand out
#5. Colour can provoke feelings in people – so choose wisely!
– It’s always important to brand a Pharmacy in the correct colour scheme. As the image you want to convey is one of trustworthiness, cleanliness and professionalism – you’ll find the best colours to use are blues, white, and possibly greens. Professions like Dentists also need to convey the same image.
For Wigston Pharmacy they needed to include a Patient EPS (Electronic prescription) Form for customers to nominate their pharmacy to receive prescriptions. The EPS form is a typical PSNC Template – but it has been branded up to match the Wigston Pharmacy identity.
#6. Make it easy for customers to find out more and find the location of the Pharmacy
– Every leaflet design should have an end result in mind – and more often than not it’s to call a number or visit a website. In the case of pharmacies, it’s also to find and visit the Pharmacy – so an address is paramount and a simplified map is also a good idea if leaflets are to be distributed far and wide. Also remember to include Opening Hours.
#7. Choose the correct leaflet size
– Finally It’s best to keep the leaflet size to a standard size to place easily in leaflet dispensers etc. Usually the leaflets I produce for Pharmacies are A5 leaflets (210mm x 148mm) , or DL sized leaflets (210mm x 99mm). If more information is needed to go in then I recommend a folded leaflet, such as a 6 page DL size leaflet is used (essentially an A4 piece of paper with 2 folds in to give 3 pages on 1 side and 3 on the reverse)
Here are all the popular paper sizes for the Uk – Pharmacy leaflets tend to be A5 or DL (1/3 A4)
Here are many different kind so folded leaflet – the most popular and cost-effective folded leaflet for Pharmacies is the 4 page or 6 page letter.
Well I hope you have found that blog post on tips for Pharmacy leaflet useful. I have personally designed a lot of leaflets for Pharmacies and know exactly what works to appeal to customers, head over to www.leafletguru.co.uk if you would like to find out more about my leaflet design & print service.
Blog post by Stuart Hodgson – The Leaflet Design Guru
“Quality leaflet/flyer design is an investment, not a cost – because a well designed leaflet will generate more business and interest for you” Stuart Hodgson
With over 15+ years commercial graphic design experience – I have designed a lot of leaflets/flyers in that time and won some awards, and a lot of my graphic design services are now specifically for the design and print of leaflets/flyers. This is largely due to the success of my web-site over at www.leafletguru.co.uk (check it out after reading this post to see my full creative leaflet design portfolio and get some creative inspiration).
I tend to get a lot of repeat customers now, which for me is very satisfying as I guess that implies that I provide a great leaflet/flyer design service and proves that I know a thing or two about designing a quality leaflet that stands out from the crowd and gets the results and creates the impact my clients need. I therefore thought I would share some of the knowledge I have gained in this specialised area in my blog to help in the understanding of how to create a great looking, engaging and effective leaflet/flyer that gets great results.
If you are interested in using my leaflet design services then pay a visit to my website at www.leafletguru.co.uk to see the quality of my work – or email me straight away at hello@stuart-hodgson.com
The Leaflet Guru: Design & print tips 