Creating a professional and eye-catching brochure that doesn’t just get glanced over and thrown in the bin is essential for companies looking to market their brand effectively - especially in such a competitive environment where it’s getting increasingly harder to stand out. A brochure is a crucial part of advertising and when designed properly, can be a way to open up windows of opportunities.
So what makes it great? It’s easy to see by looking at different styles what we like and what we don’t, but implementing these factors into the final product can be what differentiates a brochure from being average, to something that is innovatively spectacular.
Identify Your Purpose before You Start
Before you get those creative juices flowing, it’s important you know your purpose first and make sure you keep it in mind throughout the campaign. Outline the brochure design objectives and establish a brief. If you have done brochures in the past for the same brand, identify what did and didn’t work last time. Rushing in to a project is the first step where people can go wrong, so taking the time to confirm exactly what you want to achieve will be a solid starting platform.
Captivate with Colour
Consider the company’s vision and theme and stick to it. Your choice of colours should be consistent throughout the brochure and reflect the brand and existing promotional material.
Different colours create different moods. Combining a variety can reveal a warm and spicy feel, whereas the simple whites, blacks and greys look classically elegant. Applying colour splash is a diverse way to accentuate a design, by keeping selected areas in full colour ‘splashed’ onto black and white.
Working with the choice of colours doesn’t matter as much; it’s how you present them that can captivate your audience effectively.
Simplicity is Sophistication
Whilst a ‘busy’ design can be successful when done right, in most cases less is more. Don’t get hung up in decorating everything or feeling the need to fill every white space, design and layout is the key to a good brochure so using this approach can make a great impression. Use simple and punchy statements to grab your reader’s attention.
Because brochures aren’t huge, you’re relying on a small space to express a lot of information so keeping your fonts neat and easy to read is essential. As with colour, it’s important you understand your company’s theme and stick to a consistent style. Use headings and break up the text with white space, too much writing can look overwhelming for a reader and cause them to disregard it altogether. Rule of thumb is not to use more than three fonts and use point 11 as a size minimum.
Your entire brochure can easily be let down if high res photographs aren’t being used, especially when a picture can speak a thousand words. Readers want images that are pleasurable to flick through so if you’re taking the picture yourself, use a good quality camera and ensure they turn out sharp and crystal clear.
A great alternative option to expensive photography services is purchased image sites like Shutterstock that provide high quality images for a good price. Always consider copyright laws, unless you’re paying for them or have asked permission from the source it’s best to stay away.
Excellent copy is crucial to a great brochure design and yet is the most undervalued element. Most people don’t realise the importance and believe if it ‘looks’ good, it will sell. Crafting compelling copy is a skill in itself and writing headlines that draw your reader in, backed up by fresh and interesting content is fundamental. Make sure you always have more than one person proofread the copy as overlooked mistakes can be costly.
Paper Stock and Printers
There are oodles of options for paper types from coated to uncoated, matte to gloss, thickness and brightness, with all having the ability to enhance your design or diminish it. Brochures should be professionally printed and use print bleed for trimming assurance and to uphold the highest of quality.
First Impressions Count
Above all, express originality and creativity and make sure you can capture your reader first up. You want your promotional material and brand to be recognised at a glance and showcased in a positive light.
This article is written by Jayde Ferguson, who writes for Snap, Perth’s #1 in the printing and marketing industry.