The issue of how to design a marketing message is extremely important for both management theorists and practitioners. Projects characterized by high utility quality may have a direct impact on the effectiveness of advertising campaigns. The presented work examines the influence of graphic elements of the flyer design on the preferences of potential customers. For the purpose of the experiment, four variants of the leaflet were designed. They differed in the location of specific information components and graphical grouping of the leaflet content. The variants of the marketing message structures were assessed by means of binary pairwise comparisons. While evaluating the preferences of the examined layouts, the participants' visual activity was recorded using an eye tracker. The study used data collected for almost fifty people for whom the quality of eye-tracking indicators was satisfactory. The age of the people participating in the experiment ranged from 19 to 31 years. Results obtained both for subjective assessments and for oculometric parameters were formally analyzed by appropriate statistical procedures. The results of the research show generally higher preferences for the layouts with white spaces and the price placed on top, while the heat maps obtained from eye-tracking analyzes indicate that the subjects focused their eyesight on the middle parts of the leaflets for the longest time. Most of the participants looked at the top leaflet first, then the bottom leaflet.