Designing postcards and flyers involves many of the same principles as business cards but with additional considerations due to the larger format and different purposes these materials serve. Here's a rundown of important graphic design principles tailored for postcards and flyers, along with technical examples:
1. Hierarchy
Visual Importance: Information should be organized from most to least important. For instance, the event name or main message should be the largest and most eye-catching.
Technical Example:
For a flyer advertising a music festival, the festival name in bold, sans-serif font at 48pt, with dates at 24pt, and other details at 12pt.
2. Contrast
Color Contrast: Use contrasting colors to make text or key graphics stand out.
Technical Example:
Yellow text on a purple background for a "Summer Sale" flyer to grab attention, using RGB: #FFFF00 for yellow and #800080 for purple.
3. Alignment
Grid System: Employ a grid for consistent alignment and organization.
Technical Example:
Use a three-column grid for a postcard layout where the image takes up two columns, and text takes the third, all aligned to the grid lines.
4. Balance
Visual Equilibrium: Balance large images with text or smaller graphics.
Technical Example:
On a flyer, if one side has a large photo, balance it with text blocks or icons on the other side to avoid visual heaviness.
5. Proximity
Grouping: Related information should be grouped together, like all event details in one section.
Technical Example:
Place date, time, and location of an event in close proximity, perhaps in a box or with a shared background color.
6. Consistency
Branding: Maintain brand colors, fonts, and style across all materials.
Technical Example:
If a company uses Helvetica Neue and a palette of blue and green, all text should be in Helvetica, with titles in blue (#2A7BB3) and subtitles in green (#2DA653).
7. Simplicity
Clarity Over Clutter: Keep the design simple to ensure the message isn't lost in the visuals.
Technical Example:
Use one bold image rather than several small ones, and limit text to essential information only.
8. Repetition
Visual Echo: Repeat design elements for unity; this could be a color, shape, or font.
Technical Example:
Use circular motifs throughout the flyer if promoting a "Cycle to Work Day" event, in backgrounds, icons, or bullet points.
9. Typography
Readability: Choose typefaces that are easy to read at various sizes and distances.
Technical Example:
For a postcard, use a serif font like Georgia for body text at 14pt for readability from a distance, with sans-serif like Arial for headings at 28pt for impact.
10. Color Theory
Emotional Impact: Colors should match the emotion or message you want to convey.
Technical Example:
For a spa flyer, use soft, calming colors like pastel blues (#B0E0E6) and greens (#98FB98) to evoke relaxation.
11. Imagery
Quality and Relevance: High-quality images that are directly related to the message.
Technical Example:
Use a high-resolution image of a coffee cup for a café opening flyer, ensuring the image is at least 300 DPI for print quality.
12. Space
White Space: Use space to guide the eye and prevent visual overload.
Technical Example:
In a flyer, leave significant margins around the text or use white space to separate different sections or pieces of information.
13. Call to Action
Clear and Visible: Make it obvious what the viewer should do next.
Technical Example:
A bold "RSVP Now" button or text in a contrasting color at the bottom of a postcard for an event.
14. Print Considerations
Bleed and Safe Area: Design with bleed for full-color prints to the edge, and keep critical information within safe areas.
Technical Example:
Set up a document with an extra 3mm bleed on all sides for a postcard, ensuring no vital text or logos are within 5mm of the edge (safe area).
Applying these principles with technical precision ensures that postcards and flyers not only convey the intended message effectively but also engage the audience with professional and appealing designs.
