Designing Informational Leaflets for Families and Residents

Understanding Your Audience Needs

Who’s actually gonna read your leaflet? That’s the first question you gotta ask. Families looking at care homes are often stressed, overwhelmed, and need clear info fast. Residents might have vision problems or cognitive challenges that affect how they process information.

When I first started designing leaflets for Oakwood Care Home, I made the classic mistake – trying to cram everything onto one page. The manager called me after a week saying “nobody’s reading these things!” We redesigned with larger text, more white space, and suddenly people were responding. The difference was night and day.

Different groups need different approaches:

• Older adults: Larger font (14pt minimum), high contrast, simple language

• Adult children: Clear costs, services, and differentiators

• Grandchildren: Warm, welcoming imagery showing community life

• Staff: Procedural clarity and contact information

Email marketing for care homes can complement your leaflets by providing digital versions for those who prefer electronic communication.

Choosing the Right Layout Structure

The layout you pick can make or break your leaflet. I’ve seen so many care homes use tiny text and complicated designs that just confuse people.

Single-column layouts work best for simple messages and older readers. They’re easier to follow and allow for larger text. Multi-column layouts can organize more complex information but need careful planning to maintain readability.

Here’s what works in my experience:

I remember working with Sunnyside Retirement Village on their welcome packet. We tested different layouts with actual residents. The Z-fold leaflet that revealed information in a logical sequence got the best response – residents could digest one section at a time without feeling overwhelmed.

When designing layouts, think about how people will physically handle the leaflet. Will they need to unfold it completely to find key information? That’s a problem for anyone with arthritis or limited dexterity.

Graphic design services for care homes can help you create professional layouts that work for your specific audience.

Visual Elements That Connect

Pictures say more than words, especially in care home marketing. But not just any pictures – they need to be authentic and relevant.

I’ve seen too many leaflets using generic stock photos that scream “fake!” Use real images of your actual facility and residents (with proper permission, of course). This builds trust immediately.

Some visual elements to consider:

• Photos of actual residents enjoying activities

• Images of your care team interacting with residents

• Pictures of your facilities, especially unique features

• Simple diagrams explaining services or processes

• Icons to highlight key points

Color choices matter hugely. High contrast helps readability – black text on white or cream backgrounds works best. Avoid light text on dark backgrounds for main content. Use color to highlight important information, but don’t go overboard with a rainbow approach.

One care home I worked with used photos of their actual garden throughout their leaflets. Families mentioned these images specifically during tours – they’d already formed an emotional connection before visiting.

Care home website design principles often apply to leaflet design too – consistency in branding helps build recognition.

Writing Clear, Accessible Content

The words you use matter so much. I’ve seen leaflets filled with jargon that mean nothing to families. Words like “person-centred care” and “holistic approach” sound nice but don’t actually tell people what you do.

Write like you’re explaining things to a friend. Use short sentences. Break up text with bullet points. And always, always focus on benefits, not features.

For example: ❌ “We provide comprehensive nutritional services.” ✅ “Our chef makes delicious, healthy meals that residents love.”

Some tips for writing better content:

• Use “you” and “your” to speak directly to readers

• Explain any necessary technical terms

• Focus on answering the questions families actually ask

• Include testimonials from real families

• Be specific about what makes your care home special

I worked with a dementia care specialist who insisted on using clinical language in their family leaflets. We compromised by creating two versions – one for healthcare referrers and one for families. Inquiries increased by 40% after introducing the family-friendly version.

Blogging for care homes can help you practice writing in a clear, accessible style that you can then apply to your leaflets.

Practical Production Considerations

The physical qualities of your leaflet matter more than you might think. I’ve seen gorgeous designs printed on flimsy paper that felt cheap and unprofessional.

Paper choice affects how people perceive your care home. Heavier stock (at least 170gsm) feels more substantial and professional. Glossy finishes look nice but can create glare problems for older eyes – a matte or silk finish is often better.

Some practical considerations:

• Standard sizes (A4, A5, DL) are more cost-effective

• Allow for adequate margins (minimum 10mm)

• Consider how the leaflet will be displayed and stored

• Think about environmental impact – recycled paper options

• Plan for digital versions too

Printing costs can add up quickly. Get quotes from multiple printers and ask about bulk discounts if you’ll need regular reprints. Digital printing is cost-effective for smaller runs, while offset printing gives better quality for larger quantities.

I remember one care home that spent thousands on beautiful leaflets, then stored them in a sunny window display where they faded within weeks. Think about the entire lifecycle of your leaflet!

Digital marketing services for care homes can help you create digital versions of your leaflets for email and social media sharing.

Creating Effective Calls to Action

What do you want people to do after reading your leaflet? If you don’t make this crystal clear, they probably won’t do anything at all.

Every leaflet needs a strong call to action (CTA). This might be calling to arrange a visit, visiting your website, or attending an open day. Make this stand out visually and keep it simple.

Some effective CTAs I’ve seen:

• “Call Sarah on 01234 567890 to arrange your personal tour”

• “Visit our next Family Day on June 15th – no appointment needed”

• “Complete the enclosed reply card for your free care assessment”

• “Visit [yourcarehomename.co.uk] to see our virtual tour”

The most successful leaflets make taking the next step super easy. Include multiple contact options (phone, email, website) and consider adding QR codes that link directly to your website or booking form.

One care home I worked with added a tear-off section at the bottom of their leaflet with a simple form for requesting more information. Response rates doubled compared to their previous design that just listed a phone number.

How to create an effective FAQ section can help you understand what information to include before your call to action.

Testing and Refining Your Designs

Don’t just guess what works – test it! I always recommend showing draft designs to actual residents and family members before finalizing anything.

Some simple testing approaches:

• Show different versions to small groups and gather feedback

• Ask specific questions about readability and understanding

• Observe how people interact with the leaflet physically

• Check if people can find key information quickly

• Follow up to see if the leaflet prompted the desired action

One retirement community I worked with created three different versions of their activities leaflet. They distributed all three and tracked which one generated the most sign-ups. The winner had larger photos and less text – people could quickly see what the activities looked like.

Remember that different audiences might prefer different designs. What works for adult children might not work for older residents themselves. Consider creating targeted versions if you have very different audience segments.

How to write news updates that engage families offers insights that can help you refine your leaflet content.

Distribution Strategies That Work

Even the best leaflet won’t work if nobody sees it. Think carefully about where and how you’ll distribute your materials.

Some effective distribution channels:

• Local doctor’s offices and hospitals

• Community centers and libraries

• Religious organizations

• Local businesses (especially those serving older adults)

• Direct mail to targeted neighbourhoods

• Inclusion in information packs for new residents

• Digital versions on your website and social media

I worked with a care home that partnered with local estate agents to include their leaflets in information packs for people downsizing. This targeted approach reached exactly the right audience at the right time.

Track which distribution methods bring in actual inquiries. One care home I consulted with was spending a fortune on leaflet stands in supermarkets but couldn’t trace a single inquiry to that source. We redirected that budget to targeted mailings instead, with much better results.

Social media marketing for care homes can help you promote digital versions of your leaflets to reach a wider audience.

Frequently Asked Questions

How much text should I include in my care home leaflet?

Less than you think! Aim for 300-400 words maximum for a standard leaflet. Focus on answering the most important questions and directing readers to where they can learn more.

What font size is best for older readers?

Use at least 12pt for body text, and 14-16pt is even better. Sans-serif fonts like Arial, Calibri, or Verdana are generally easier to read than serif fonts like Times New Roman.

Should I include pricing information in my leaflets?

This depends on your positioning. Some care homes include a starting price to help families understand the investment, while others prefer to discuss pricing during visits. If you don’t include specific prices, at least indicate your general price range to avoid wasting everyone’s time.

How often should I update my leaflets?

Review them at least every 6 months to check for outdated information. Plan for a complete redesign every 2-3 years to keep your materials fresh and current with your services.

What’s the most important information to include in a care home leaflet?

Always include your location, types of care provided, what makes your home special, and clear contact information. These are the basics that every leaflet needs, regardless of design.

Can I create effective leaflets without hiring a professional designer?

Yes, with the right tools. Programs like Canva offer templates specifically for leaflets. Just be sure to follow the principles of clear communication, adequate white space, and readable fonts. When in doubt, simpler is better!