Leaflets: Form

Structure

A leaflet tends to have a clear and logical structure depending on its purpose, which can range from informing or advising, to persuading or instructing.
It usually includes a cover page that attracts reader’s attention and briefly introduces the subject matter.
The inside pages of a leaflet contain the main content, which can be divided into sections according to different topics or points.
The back page commonly includes a call to action or concluding remarks, and where relevant, contact information.

Layout

Leaflets often use a combination of text, images and graphics to communicate and reinforce their message.
The text sections should be concise and broken up with bullet points, numbered lists or subheadings so that information is easily digestible.
Columns and boxes can be used to separate various types of content, whilst different text sizes and fonts can highlight key points.
Thoughtful use of white space, colour and contrast can make a leaflet visually engaging and easy to navigate.

Language Features

The language used in a leaflet should be clear, direct and easy to understand. Use of jargon should be minimized unless the leaflet is targeted at a specific group familiar with it.
Persuasive language may be used to encourage specific actions or decisions, especially in promotional leaflets, combined with features like rhetorical questions, repetition and emotive language.
Always ensure high standards of spelling, grammar and punctuation; errors can affect the perceived reliability of the information presented.

In essence, an effective leaflet balances clear and captivating language with a well-organised and visually appealing layout. Apply these principles to your transactional writing with care to create a compelling and concise leaflet.