passport leaflet

The passport uses clear understandable fonts and big text where it's necessary so that the reader can clearly see what the leaflet is about. Also it uses a rhyming phrase. This is used to lighten the leaflet as it is quite dull. Also it draws attention because it's fun and not usually put on a leaflet. The fonts that they use are not too formal, they're more laid back so that it's more inviting to read.
The logo at the top looks authoritative and impressive. This is to make people believe that the leaflet is professional so they think they can trust them. 
The layout of the leaflet is neat, and there's not too much writing, this is to make the leaflet look more inviting and readable for the audience. Another reason to make the leaflet more appealing is that is uses lighter fonts on a darker background. This makes the aesthetic more appealing to the target audience.
The link at the bottom of the leaflet also gives it a professional, authoritative look because the web address it's ".gov" this makes people more trusting towards the company