Designing A Successful Brochure

A successful brochure design starts with an understanding of the content. Meet with your client and understand their needs, and how much brochure content they intend to have. Determine if the brochure copywriting will be supplied or if you’ll need to develop the brochure text yourself. If the brochure content is not supplied, there are good sources for professional copywriting that is not very expensive (a good source for copywriters). See tips on working with outside sources for more information.

Once the content is determined, what images will go on the brochure to support the text? Will photos need to be taken, are stock photos being used? There are many images online for search and download, just be sure you follow all the copyright guidelines.

Create a visually compelling design. The design is what ultimately draws in the viewer.

• Well written brochure text: The brochure text should be well organized and brief. Viewers like a quick read brochure.
• Quickly view the main brochure content: The viewer should see the main message points (subhead text) while quickly scanning the brochure.
• Choose brochure colors carefully: The brochure colors need to look pleasing and work well together.
• Blend brochure design with existing marketing materials: The brochure design elements need to match well with existing corporate branding.
• Use clean fonts: The brochure font must  be easy to read. Do not use more than 3 different fonts in your brochure design.
• Choose effective photography: Use brochure photography with real people making eye contact with the viewer.
• Brochure paper choice: Use a paper that matches well with the company you are promoting. If the company promotes a green consciousness, then use a recycled uncoated paper. If the company is high tech, use a gloss coated paper.

Determine the best printing method for your brochure based on these parameters:

• Brochure print quantities: Low run print quantities will be a good candidate for digital printing. Digital printing will keep the costs low
• Brochure paper stock: Choose a paper stock that matches up with the company. For instance, if the company promotes a green attitude, use a recycled uncoated paper. If the company is high tech, then use a smooth coated paper. Don’t underestimate the importance of paper selection. The paper is what the view interacts with and it can send a powerful message.
• Online printers: Online printers could offer the best price for printing. I’ve had some great success with online printers. Most are affordable and offer quick turn around. Of all the one’s I’ve tried, I recommend this one for price, quality and turn around.

Best of luck with your brochure projects! The printed brochure is still alive and well. They are versatile tools used for leave behinds, direct mail campaigns, store promotions, etc.