Ellson and Tebb – REQUIREMENTS, DESIGN AND COMPREHENSIBILITY OF LEAFLETS TO PROMOTE EXISTING BUS SERVICES 1978

Description

This 1978 TRRL report describes designing, producing and testing an A4 two-fold leaflet to promote eight coordinated rural bus services and three interchange sites in West Yorkshire/South Yorkshire. Design requirements (route visibility, interchange layouts, connecting service numbers, timetables, legend, operator details and title) led to a stylised multi-colour map, interchange plans, route-strips and a compact coded timetable using an ‘odd/even hours’ system. Estimated printing costs were 3–6p per copy; 15,000 copies were produced. Distribution combined on-bus handouts (6,600) with off-bus placement in shops, post offices, libraries and enquiry offices (≈4,850), proving off-bus distribution highly effective. A passenger survey (136 approached, 112 respondents) measured comprehensibility: 42% found the leaflet helpful, 26% useful later, and 22% not helpful. The coded timetable was well understood; 18% found the smallest type difficult to read. Route-strips produced mixed reactions, while main and mini-maps were generally well received. Conclusions: leaflets are inexpensive and effective; maps are essential; larger, bolder type would improve comprehension.