The document provides tips for creating effective publications at GCLS, including knowing the objective and audience, limiting fonts and text, using relevant images strategically, consistency in design, and proper placement. Key recommendations are to focus on the main message, break up long text with visual elements, and place publications where the intended audience spends time. The goal is to communicate important information as concisely as possible through well-designed visuals and formatting.

1. Publications Guide
Tips for Creating, Designing, and Placing GCLS Publications

2. Introduction
● Publications at GCLS are here to help communicate to
our audience the events and services we provide.
● Here are some tips and tricks to help you
say enough without saying too much!

3. KNOW: The Objective
● Even before you think about the audience, you need to know the message
you are trying to get across
● This sounds minimal, but fully knowing the objective before you start
will set up every decision you make from that point on.
● Questions to consider:
○ What is the most important message I need to get across?
Is it strictly informative? Is it mainly for visual reference?
Should it be some combination of visual and informative?
How much is too much?

4. KNOW: The Audience
● This is important
○ Knowing the audience will help you consider one design over another,
the amount of text, the layout, the font, the tone, the message, etc.
Examples →
○ Children: you may want to use more pictures and less text
○ Parents: would probably look for more text and use pictures as visual aids
○ Young adults: focus more on style and design (sleek/modern), and benefit from short, to-
the-point text
○ Adults: would benefit from a short to medium amount of text and a nice balance between
relevant images and design/style.

5. Design Tips
● Limit Your Fonts!
○ Again, this seems minimal, but sticking to a “1 to 2 fonts max”
rule will make your publication flow better, and be less distracting.
● Less is more (most of the time)
○ In most cases, you can get your message
across with less text than you think.

6. Design Tips (Continued)
● Sometimes, the text is just too important, or
your audience might benefit from more text.
In these instances, try to break up the text
with relevant images, bolded headings,
strategic folds, etc.

7. Design Tips (Continued)
● Consistency is Key
○ This mainly goes for the publication itself, but you may even
want to consider making all relative publications consistent.
● This could be in the fold, the design, the layout, etc.
● Keeping things consistent keeps your audience organized
● Plus, you can still be creative and make each unique, while sticking to a general
format or template
Notice how they all follow a
similar format, while remaining
unique with different pictures,
headings and subheadings.

8. Using Images
● Depending on the audience, images can help break up copy, relate the copy visually, provide
aesthetic value, and create a nice flow
○ Choosing the right images can be tough, so follow
these simple rules
■ Try to make the images relevant to the section
they are in
■ Make sure they are non-copyrighted images
(especially if mailing)
■ Choose clear, simple images when you can
■ If you have a camera, you may want to create
your own
■ Images are there to help, but don’t overdo it,
and place them strategically

9. Help Finding Non-Copyrighted Images

10. Calendars: 1 of 2
● Calendars can be useful, and most audiences enjoy the benefit of a well
done calendar.
● They should have a structure for the audience to be able to easily
navigate.
● Here are some tips and tricks

11. Calendars: 2 of 2
● Helpful tips for creating and placing calendars in your publications
● First and foremost → Get to the point
○ This means limit text to: Event, Location, Date & Time, (age restrictions if applicable)
● Make them their own → You may want to consider making a separate
publication completely dedicated to a calendar.
● If not, keep the calendar on its own page of the publication,
or on the back side of a page.
● Be creative → Remember not to overdo it
○ Pick a color scheme that is easy on the eyes and doesn’t drown out the copy.
○ Add small pictures ONLY where you can (In an empty block, on the edges, etc.)

12. Example Calendar
You could possibly add 1 or 2 pictures at
the top to make it more interesting.
Calendars can be hectic so remember to
keep it as simple as possible.

13. Event Publications (Flyers): 1 of 2
● Event Publications allow for more creativity
because there is usually more room to work with.
● They are the easiest to create because
they mostly focus on one concept
● They tend to be the most aesthetically
pleasing since there is more space to add
color, pictures, images, graphics, etc.
● They allow you to come up with an interesting
style that fits the event and audience.

14. Event Publications: 2 of 2
● Audience & Message
○ The audience and message determine just about all aspects, so keep that in mind when
designing
● Remember the “1 to 2 font max” rule
○ If there is a lot of text, break it up with different shapes, layers, colors, etc.
● Get the message across quickly
○ Try to put the Title (subtitle if applicable), Location, Date & Time first
○ If theres a large relevant picture, place it in a way that correlates with the picture
○ Again, the amount of text depends on your message and audience, but always
try to limit it when you can

15. Template

16. Flyer Style Guide
Here are some hints to help keep your
publications stylish while not overdoing it.
→ → →

17. Flyer Style Guide
● Fonts
○ Use a sans-serif font → like Arial or Calibri (Sans-serif font, Serif font)
■ It has a modern and organized look
● Headings
○ Make bigger than all other text by about a 1:8 ratio (Heading Sub-heading)
○ If you use WordArt, keep it simple, do not use shapes, and do not outline
● Body Text
○ Use black color font and keep it simple
○ Can use different font, but only 1
● Event Info (when, where, room, and time)
○ Use same color as the heading → not the same color as the sub-heading unless they are
the same color
○ If you choose to use a border, make it 1-3 pt thick
● Pictures
○ Use 1-2 max
○ Place in the center and make sure they are relevant
○ Use clear, simple images, without too much going on

18. Flyer Style Guide (Continued)
● Color scheme
○ The colors you choose depend on the event you are promoting, but try to only pick 1 to 2
colors in your fonts or boarders
○ If you choose 2 colors, make sure they are colors that contrast well
■ For example → Blue & Green
○ DO NOT use a background fill color
● Do not fear white space
○ Do not feel you have to fill each inch of white on a paper with color or images
■ White space makes the flyer look less hectic, and focuses the viewer on the
important information
○ When placing photos or boarders, strategically place them in a way that utilizes white
space between them

19. Example
● Too much going on ● Just Right

20. Location, Location, Location
● Placing your publications seems simple, but it may take more planning
than you think
● You may have to do some research
The front entrance isn’t necessarily the best place (A lot of the time the exit
is the best place)
● Where does your audience spend most of their time?
Is there a customer service area where your audience goes?
What entrance does your audience enter through the most?
Where do they exit the most?

21. Placement
● A helpful suggestion could be to create an “Information Station”
○ A dedicated space where your audience can easily find your
publications, or where a customer service person can send them

22. Thank You
If you follow these tips and tricks you
should come out with great
publications that your audience will
appreciate and benefit from.
Publications Guide
Thank You!