Smart Arts - Creative New Zealand

Producing printed materialWhether you’re producing a flyer, a poster, advertisements or a billboard, you’ll beliaising with designers and printers. They may use unfamiliar technical jargon so don’t beafraid to ask questions.Different people absorb information in different ways. There’s a lot of truth in the sayingthat a picture speaks a thousand words. All images that you use to promote your artsevent, from your flyer to the photos you provide to the media, should be eye-catching,consistent and of good quality.With an exhibition, being there is everything and reproducing artworks in brochures andflyers is never going to make up for seeing the real thing. However, brochures and flyersare necessary promotional tools and if you do use artwork make sure you get the bestqualityreproductions you can afford. Remember there are strict rules about reproducingart and you need to take great care not to alter colours, crop the work or make any otherchanges without the permission of the copyright holder (in New Zealand, it’s usually theartist – or a trust or owner of the work if the artist is dead).Some advertising campaigns are designed to “tease” their audience. A large promotionalbudget is required if this approach is to be effective. It also risks alienating people ormaking them indifferent. With limited resources, get to the point quickly and effectively.A good way to get an early start on your promotional campaign is to release advanceinformation to select target groups. For example, when you’re promoting a new dancework you may be able to piggyback on a dance organisation’s mail-out to danceenthusiasts. Your flyers aren’t ready yet so insert a photocopied slip of paper, outliningthe choreographer’s plans for the season and how to get more information. This group isless likely to judge the low-quality photocopy than someone unfamiliar with the dancescene. The advance information gives them a feeling of “being in the know”.4Similarly, if you’re promoting a new play by a Mäori or Pacific theatre company, youcould utilise local iwi networks or a local festival and give that audience early notice.Content and informationDON’TGET TOOCLEVERTag lines can be useful,especially if the nature ofthe work is not clear fromthe title. Remember that atag line is there to explain,not to make it obscure, sodon’t get too clever with it.A poster should communicate the four Ws – who, what, when, where – and may need atag line. It should also say how to get a ticket, the ticket prices and any transaction fees.Make sure you meet any obligations such as crediting writers and sponsors/funders, andinclude any necessary logos. Information on how to get a ticket is not so important for an exhibition because mostpeople expect to buy a ticket at the door. Don’t waste precious space on posters andflyers telling people the obvious. They do, however, need the same who, what, when andwhere information as a performing arts event.Think about how each promotional medium works. A poster that people drive past needsto make an impact in about three seconds.A flyer can carry more detailed information than a poster can because people are morelikely to read something in their hand than something stuck on a pole. If you can affordit, consider double-siding your flyer to include additional information.Smart arts | Toi huatau30