What will it look like?
Users will make split-second judgements about your information based on its appearance. Research suggests that if it doesn't appeal to them, they will dismiss it - and all your careful planning and hard work will be for nothing!
So it's important to think carefully about design and positioning.
Style over substance?
A project in Camden, London involving pharmacists giving leaflets to their customers found that the design of the leaflet was vital. Leaflets that weren't attractive or where the cover didn't make the subject matter clear or appear relevant, were not used much. Design is important!