Businesses and consumers are hit with advertising every day in every way, so if you want your brochure to stand out, advanced planning will be needed. Sit down and determine the following:
Question to ask is: What do you want it to accomplish? Other questions: Are you trying to attract new customers or repeat business with a measurable offering? Will you be highlighting a specific product or aspect of your business, or are you just providing general information? Who is your target audience? Is the brochure a stand-alone piece or will it be part of a series of brochures?
Now that you know the purpose and audience, you’ll need to know how it will be distributed. Are you placing them in counter top holders, or put into a customers box or bag? Will they be passed out at trade shows or mailed?
If you are planning on mailing your brochure, a basic 8-1/2″ X 11″ tri-fold brochure fits nicely within a #10 envelope. Sending them out in envelopes will ensure that your brochure will arrive in good shape, but it may run the risk of being tossed in the waste basket before it is ever seen. On the other hand, using your brochure as a self-mailer will cost you less on postage and ensure that at least part of your brochure will be seen, but you also run the risk of your brochure arriving tattered and torn.
Clear copy with eye-catching design (especially on the cover), is critical to grabbing your attention and inviting them to open the brochure.
Basic tips to consider when designing your next brochure:
Don’t be afraid to leave too much “white” space.
Test using different paper sizes and/or panel folds.
Make sure the “look and feel” of your brochure compliments your existing letterhead, business cards, and other marketing literature.
Whenever possible, use 80# or higher gloss paper stock.
Always use color, if you can (people have higher recall with color).
Try not to use more than three different font types.
Make sure your graphic elements (photos, illustrations) compliment your content, not detract from it.