Cheap flyer 'should appeal to consumers' aesthetic sense'

Firms that use cheap flyers may wish to reconsider the design of the items following recent comments.

Marketing materials - such as cheap flyers - need to be visually appealing in order to be read by consumers, it has been suggested.

Writing for Overnight Prints, Mark Haslan said consumers are visual people and therefore more likely to look at something that catches their eye, "whether it's an interesting logo or vibrant colours".

"Their gaze will be held longer if the image is well designed and appeals to their aesthetic sense," he explained.

He noted this is demonstrated by a recent report from Yahoo, which showed it to be the case for almost all advertising mediums.

Mr Haslan advised small business owners who are hiring graphic designers to create their promotional materials to work closely with the professionals to ensure the products truly reflect the nature of the organisation.

Bosses may also be interested in the advice of Russell Parsons, writing for Marketing Week, who recently stated integration is key to direct mail campaigns.