Project 9: Visual Formats: Exercise 1: The Leaflet Part 2

In order to decide on a format for my leaflet, following the paper folding I showed in my previous post, I decided to do some thumbnail sketches to see how the different elements would fit within the most promising formats. Before I could do this, I needed to see what 120 words looks like in terms of the space it needs. Given that my target demographic is older people I didn’t want to be squeezing text into tiny areas and fonts that would be difficult to see for people who might be visually impaired.

Roughly speaking, 120 words would fit a column in a 3 column folded leaflet.

Here are my thumbnails and the notes I made about them.

Having constructed and evaluated a range of formats for my leaflet, I settled on the single fold leaflet as it seemed most appropriate for the combination of images and text blocks that are needed. I created two designs and variations of the second one, which I preferred.

I spent some time thinking about the purpose of the leaflet and the practicalities of reaching the right people with it. I covered some of this already in terms of demographic and distribution method as well as budget considerations. The purpose is clear - to encourage people to volunteer in the community garden. As it was not my task to write the copy I could only hope that it would be enticing. My task is to make the leaflet attractive to the people we want to reach. There is also a question around numbers of volunteers needed v how many leaflets to distribute. In all these considerations I drew on my experience and training in running and publicising a small business, and also a brief chat with my Mum who actually does volunteer gardening!

I also spent time in visual research. I wanted to take two approaches: one would highlight the garden, the other would focus on people  I wasn’t sure which would be more appealing: the thought of working in a lovely garden or the more relatable images of people gardening. I decided to make two leaflets using a small range of variations in layout as well as the different imagery and then (in my imagination) take both versions to the client so they can choose the overall look and combination of visual elements. My experience is that people often don’t know what they want until they have an example of what they don’t want!

The first leaflet is the one in which I followed my idea of having a leafy background. I found a leaf pattern copyright free image and altered it so that it was faded out and less detailed, so that it would make a good background. I created text blocks for the 4x120 word information and I used garden images to entice the viewers. I wanted to add a title which, I hoped, would lead people to pick up the leaflet. I wanted to use words which would suggest enjoyment and participation, that there would be a social aspect to the activity, which might draw people who are lonely. I decided on ‘Love gardening? Come and join us!’ I tried a number of fonts, but decided I wanted something fairly ordinary and easy to read. I added borders to the text boxes.

On the  second version I used some free clipart images of people gardening. I would probably draw my own versions of these with grey hair if this version was chosen, and also give the client options to include their own garden photos in the first version (above). I used the same layout except that on the back of this leaflet I gave a single text box which could hold two columns and the contact details. Having not seen the text I don’t know whether it would be better separated into two distinct sections or held together in one box.

I felt that the text seemed to float a bit in this design so I changed it to a circular framed text.

Here is the circle framed text. I felt it was too big and skewed the hierarchy so I made it smaller and also changed the colour of the text to make it a bit easier for colour blind people.

I printed these on 100gsm printer paper. As the photos show, the print shows through on the reverse. I would therefore suggest at least 120gsm paper and I would choose a satin finish.

I think either leaflet could work, but the first would need local recognisable garden images and the second would need more relatable cartoon figures. Before finalising either design I would go back to the client at this point and find out the bits of information I don’t know and get a sense of which design they prefer. I would then work on that design rather than getting both to a finished state before presenting them to the client.

My preference is for the second leaflet. I would be more inclined to pick that one up. However, I am not a gardener by any stretch of the imagination, so I would be happy to be led on which design to develop.