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	Do	Don't
Paper Quality	• Go for the best available. 100gm may not cost any more than 80gm.
Size	• Remember that our display units are designed for 1/3 A4 or A5.	• Use unusual or large sizes without some research and calculation on the likely effects.
Folding	• Remember that it can cause leaflets to 'droop' and look unsightly.
Frequency	• Remember that a monthly brochure is out of date by about the 14th of the month. • Remember that SIX weeks before the first night is the absolute minimum time to actually deliver the brochures/fliers to us for an effective campaign. But be aware of 'display fatigue'.	• Produce it on the 31st of the preceding month and expect efficient distribution.
Design	• Concentrate on getting the message across, not a pretty design.	• Ask a fine artist to design your promotional print.
Colour	• Have a look at other leaflets, en masse, i.e. at a large library or venue. What do they say to you?	• Produce drab leaflets in vile colours because that's what the printer says is good or because that's what's always been done.
Cover Content	• Remember that you are selling your organisation/event to both current and potential customers. • If it's a brochure or booklet, tell them, via the cover, which town you are in and something about your event. • Put the date and venue at the top or leave a space for that in the design if you are producing a tour leaflet.	• Forget that the lower part of your leaflet or brochure may be obscured on display. • Forget the high percentage of people who are short-sighted. • Forget that your print will be competing with other people’s for the potential attender’s attention.
Display Sites	• Try and narrow your target audience down (geographic and demographic). Is there a particular age, income bracket, race, sex, lifestyle, job, geographic area that your event will particularly appeal to?	• Assume that your audience thinks and acts like you! • Spread your leaflets too thinly - be realistic about potential attenders and where they can see your print.