10 Sales Sheet Design Tips and Tricks

January 4, 2013

Sales sheets are among the most important marketing tools you’ll ever print.  Not only do they succinctly sum up the features and benefits of a given product or service, they also create desire and motivate sales.  The best sales sheet designs employ a perfect balance of copy and graphics to direct potential customers’ eyes to the most important and persuasive information.  The following 10 tips and tricks will help you design stellar sales sheets that yield an excellent return on investment.

1.  Separate text in small blocks

No one wants to read paragraph upon paragraph about why they should buy.  Make the copy easy to digest with small blocks of text.  If you want to showcase several features or benefits, use bullet points.

Escapeer.com Sales Sheet on Behance - Google Chrome_2013-01-03_10-16-27

Sales sheet design by Michael Claeys

2.  Use large images

Product images, photos of customers enjoying your product, or a representative image that sparks emotion will make your sales sheet design more dynamic and increase desire for your products and services.

3.  Employ charts and graphs

If you want to compare your product to a competitor, or to others in a product line, show don’t tell.  Illustrate easy-to-understand charts and graphs to demonstrate why your product is better.

Motorcraft Sales Sheet on Behance - Google Chrome_2013-01-03_10-18-04

Sales sheet design by Beth Pellerito

4.  Lead with a bold headline

Copy can help command attention for your sales sheet design, especially when it’s big, bold and brief.

5.  Showcase the greatest benefit

Too many sales sheet design bury the greatest benefit, or unique selling point, somewhere in a bulleted list.  It belongs there, certainly, but your design can showcase that benefit by including it beside or underneath your headline – or by making it part of your headline.

6.  Color for emotion

Perhaps the most common sales data sheet color schemes are those that reflect branding, and though brand recognition is good it’s also important to consider how color affects emotion.  Research which colors will help convey your message and incorporate them into your design.  Remember that people buy on emotion.

7.  Use call-out boxes

If you want to feature testimonials, customer reviews or other information, try framing it in a shaded call-out box that separates it from the rest of the content.  Small tidbits can get lost in white space, so call out boxes draw attention to those nuggets that can convince niche customers to buy.

Intel sales sheet on Behance - Google Chrome_2013-01-03_10-18-56

Sales sheet design by Lucia Guerra

8.  Never crowd your design

Speaking of white space, it should be your friend on sales sheets.  Resist to urge to pack in as much information as possible, and instead use white space to frame only the most important information.

9.  Funnel the flow

Try different design layouts to develop a sales sheet that funnels readers’ eyes toward the most important information, and then a powerful call to action.  Understand that customers won’t necessarily read everything; your design serves as a guide to help customers take away what is important and motivate sales.

10.  Use the back

The back of your sales sheets is valuable real estate you can use to add technical features, illustrations, or creative marketing copy and design that will help you land a sale.  Printing on the back requires a minimal investment, so don’t overlook the back as a powerful way to generate more sales and leads.

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About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

Anonymous's picture
January 07, 2016 03:22 am #

For those who don't speak designer-speak, "white space" refers to any blank area: no text, no design, no photo or other art. If you have a colored background, the "white space" in your design might actually be pink, or teal, or olive or ...

Anonymous's picture
January 07, 2016 03:22 am #

Spot-on, Susan! Thanks for clarifying, and thank you for posting!

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