The Importance of Layout in Your Marketing Materials


The Importance of Layout in your Marketing MaterialsGuest post by Charlton Rodes

The layout of promotional material can essentially affect the success of your ad. It’s all a matter of graphic design, and whether your advert is physical or electronic, there are some principals you can follow. Whatever message you’re trying to convey, it will have a higher success rate in generating leads if it’s well organized and professional.

In this article, we’ll discuss three types; business cards, flyers, and postcards.

Creating great business cards

Business cards often come in an industry standard size of 3.5 x 2 inches. This means you don’t have much space into which all that essential information must be crammed. A business card still has to be memorable and get the message across.

The essential pieces of information that you should have on a business card include:

  • Name of the business in the top left corner
  • Strap line, so potential clients know what you do
  • Name and title of the contact at the business
  • Address of the business
  • Contact number

Optional but still recommended, if you’re running out of room you should think about printing on the other side too:

  • Branding elements like your logo and company colors
  • Website, if you have one
  • Email address
  • Fax number
  • Picture of the contact
  • Skype details
  • Social networking sites used, for example, Twitter and Facebook

You probably won’t want all of these pieces of information on your business card, but they’re here as food for thought.

If you’re considering expense then there’s no need to go with anything more than the bare essentials. However, if money for your card is no object, then contemplate using quality card, color inks, gloss coats, and even lamination.

Flyers as promotional material

Flyers are a great way to promote a product or service on a grand scale to individuals at a low cost. Flyers come in the typical sizes of A4, A5, and A6, which means you have a variety of sizes to choose from and a broader canvas to work with for your needs.

Two things to think about, when you’re presented with a blank piece of paper when considering a design, are the mechanics and creative concept.

What words are you going to use to advertise your product, and how are you going to put them into a really eye-catching graphical element?

Make sure you have a headline that stands out presented somewhere on the flyer – one that will grab the person’s attention and make them want to read on.

Now you have their attention, you want to tell them the message and give them the details of the product – for example, addresses and prices, or the specifications of a product.

While all that is going on, the words need to be complemented by the design. How it’s designed is down to you, but make sure it makes the reader wants to look at it and absorb the content, perhaps even placing it in their pocket and not the next bin they see.

Ever designed a postcard?

Postcards are a great way to promote a business, but they’re also a great way to get creative. Although they’re a actually quite old – as old as the postal system – they’re still very effective as an advertising medium.

Postcards are usually the standard size of 2.5 inches high by five inches long, so you don’t have a lot of space to convey your message. However, because of the nature of your message, you can be sure that a receiving person will read it with a good design.

When you’re designing a postcard, here are some key considerations:

  • What is the message you’re trying to deliver?
  • What is the audience you’re targeting?
  • Is the message is clear to the audience?
  • Have you created an awesome design that absorbs the reader?
  • Have you chosen a minimalistic or complex design?

However you design the postcard, you have to make sure your message gets across, and that the graphical element coincides neatly with the textual element.

The layout and design of your promotional material is an important aspect of any graphic design project. Hopefully, in this guide we opened your eyes to some of the often overlooked fundamentals of creating business cards, flyers, and postcards.

Charlton is a passionate writer for Minuteman Press. His work has covered a variety of popular topics in the industry. For more information:

Tom Treanor is the founder of the Right Mix Marketing blog. He’s the author of the Search Engine Boot Camp, the co-author of Online Business Productivity, and regularly speaks at industry and corporate events. His writing has been featured on the Content Marketing Institute, Social Media Examiner, Copyblogger and other leading industry blogs.


  1. Thanks for the input. These are good to know as business cards and flyers are usually a peek into a company. If the layout isn’t good it may discourage a prospective client to know more about the company and you.

    1. Yes the layout is important and it’s really simple to just follow the rule of thirds to come up with some nice looking layouts that are pleasing to the eye.

  2. In this modern day and age, we should not underestimate the importance and roles of traditional marketing tools like calling cards, postcards, and flyers. With the right planning, design and layout, these 3 can be very effective in marketing any kind of products and services. Thanks for sharing wonderful tips.

  3. I think calling cards are not yet dead. They are handy marketing tools and can be very effective if designed properly. The challenge is in creating a design that can instantly call attention. We have to admit that unappealing cards can easily find their way to the trash can! A clean and professional look is always the way to go. Keep it simple and use quality materials for your calling card.

  4. The rule is simple: your promotional materials and campaigns will always be a reflection of your business. If you design it professionally, you will always be perceived as a professional as well. Investing in good and appealing designs will always be good as you will, of course, want to create the best impression all the time.

  5. Layout is very important. What I mean by that is that if the information is not well structured, people will often overlook some key aspects or skip them as they find the layout crowded of confusing. You have provided some very useful tips regarding this topic. Thanks!

  6. Designs and layout will always have big roles in coming up with effective marketing tools, whether they are digital or traditional. Looks still matter, and I think they always will, so investing in the expertise of professional graphic artists and designers will always be a good business decision that can generate income for your business.

  7. Simple designs and layout seem to work best for marketing materials. Crowding too much information in flyers, postcards, or business cards often turns people off. You did include all the applicable things that you need to have in your marketing collateral pieces. It is definitely worth it to have a professional graphic designer and printer. You always need a second pair of eyes to check over things before the final approval too.
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