When choosing a design for your coupon the first thought is usually the imagery.
Clearly from a product/ brand point of view this is the most important aspect, the
coupon must be identifiable for use with your product. From a functional point of
view however, you should consider these guidelines to ensure a smooth life for your
coupon once it is distributed in the market.
- Size and Shape - Most coupons are rectangular, the recommended dimensions are
a minimum 4cm x 8cm and maximum 7cm x 13cm.
- Remember to print the barcode(s) clearly and have
them scan tested if possible.
- If the coupon is retailer specific make this as clear as possible, you could use
the retailer's logo if this is appropriate.
- Coupons generally have an expiry date; if your coupon expires make this clear
to the consumer so that they will use it in time. Being told you are too late causes
embarrassment at the checkout and can put consumers off the related product.
- Make sure that the coupon is easily cut or detached from any parent media, clear
cut lines should be used to ensure no required information is lost.
- The redemption address should be clearly stated along with the promoter's name.
- Clear instructions should be printed on the coupon for the consumer; you should
consider stating that this coupon can only be used as part payment for your product
and that only one can be used against each purchase.
For much more details about coupon design you can visit the ISP website or read the
Notes for Guidance on Coupons - Recommended Best Practice