There is no getting away from it - colour sells more than mono.
As soon as the idea of a promotional leaflet pops in to your head, the first thing you should do is see it in colour. The power of print allows you to deliver your personal message in glorious technicolour - be it funky, quirky, traditional or straight-talking. The fantastic thing about leaflets is the carte blanche they give you to mix and match or stray entirely from your corporate image. And no-one cares whether your leaflet matches your letterheads because what is important is the stand alone message and ensuring it is received, understood and memorised.
So, single or double sided, flat or folded? This really depends upon how much you want to say, but consider sometimes that less is more. A 4 page leaflet jammed full of text can run the risk of putting people off - no matter how colourful it is! If you opt for a multi-page leaflet try to ensure consistency throughout in terms of colour, borders and images.
Talking of images, do try to keep them relevant. The last thing you want is the reader spending more time wondering why you have used the picture of a sheep to advertise your beauty salon than taking in the message. And the final word on images - always use high resolution pictures. It is such a shame when a fantastically worded and well thought out leaflet is spoilt by the glaringly low resolution image being used to promote your goods and services. If in doubt, enlist the services of a professional designer who can take your ideas and turn them in to something tangible. A relationship with your designer is something you need to feel comfortable with - if they 'get you' then you can generally be sure they will interpet and deliver exactly what you are looking for.
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