Comparing Information Resources

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The Soil Association had a stall at the recent  Royal Highland Show, which if you’ve never been is a huge agricultural show with an increasing section for conservation and animal charities. It’s a good place to set up stall if your organisation has an interest in countryside and food production issues.

I guessed that a lot of people would be stuck at their stalls for much of the time and not able to visit us.  So, I wandered round the show talking to people and handing out information about our work. This lead to some very interesting conversations! I handed information on our Climate Change programme to the renewable energy companies at the show  so they know we share an interest in their work!

I also picked up a lot of information leaflets from other charities, animal breeders and energy companies and am reading them now. Some of them are excellent, some of them less so. Here are just some thoughts, in no particular order,  that you may like to think about as you design information leaflets. They may seem obvious but I have some leaflets in front of me that show that not everyone thinks about all of these things!

  • Presentation makes a big impact – good design helps get attention!
  • If your leaflets are too glossy  it can look as though you have money to waste, it also looks less environmentally friendly.
  • Photos and illustrations are appealing and can add to your message.
  • Use colours with care, black print on a dark blue background is difficult to read and may lose you readers.
  • Think carefully about what you want to say – every word should count!
  • Think about who your audience is and craft your leaflets to suit your audience. For instance avoid jargon, especially in leaflets for the general public.
  • You need to design and write a leaflet differently depending on the pupose – is it to attract new members or to inform people about an issue?
  • It is often useful to give the reader some way of responding to the leaflet for example a tear off slip or a membership form.
  • Make sure you include full contact details for your organisation!

What are your top tips for information leaflets? Are there any of these points you’d like to see expanded in a future blog post?

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