Designing Designing BrochuresBrochures

http://www.printingforless.com/brochures.html#samples

Define a purpose.Define a purpose. InformInform EducateEducate PromotePromote SellSell Establish Identity or imageEstablish Identity or image

Some brochures have more than one purpose

Determine the ContentDetermine the Content Clearly stated description of topicClearly stated description of topic Description of companyDescription of company Description of how the reader will Description of how the reader will

benefitbenefit Indication of what action should be Indication of what action should be

taken by audiencetaken by audience Easy way for readers to respondEasy way for readers to respond

Most common formatMost common format Printed on both sidesPrinted on both sides Landscape orientationLandscape orientation Tri-fold (three-panel),Tri-fold (three-panel), accordion accordion

fold, map fold, gate or letter fold, fold, map fold, gate or letter fold, single foldsingle fold

Most common folds are parallelMost common folds are parallel Divided into sections called Divided into sections called panelspanels Newspaper or Newspaper or snakingsnaking columns columns

Designing the brochureDesigning the brochure Well designed, easy to read, has Well designed, easy to read, has

elements that sets it apart from elements that sets it apart from othersothers

Front cover sets the mood and tone Front cover sets the mood and tone Do not use more than two typefacesDo not use more than two typefaces Direct the readers eyeDirect the readers eye

What Directs the readers What Directs the readers eye?eye?

Subheadings set in color or reverse Subheadings set in color or reverse texttext

Frames or text boxes with a specific Frames or text boxes with a specific borderborder

Shaded areas behind a block or textShaded areas behind a block or text BulletsBullets White spaceWhite space Clip art imagesClip art images

Steps to a BrochureSteps to a Brochure

Design using CRAP DesignDesign using CRAP Design ContrastContrast RepetitionRepetition AlignmentAlignment ProximityProximity

Your Reader must be able to understand the theme of your brochure.

What is the theme in this brochure?

What is the theme in this brochure?

What is the theme in this brochure?

Steps to a BrochureSteps to a Brochure Emphasize the top third of the Emphasize the top third of the

covercover

Usually the top 1/3 is the only portion visible if the brochure is in a brochure rack.

Steps to a BrochureSteps to a Brochure

Develop the objectives of your Develop the objectives of your brochure.brochure.

Learning objectives – what Learning objectives – what information readers should “learn”information readers should “learn”

Emotional objectives – how do you Emotional objectives – how do you want your reader to “feel”want your reader to “feel”

Behavioral objectives – what do you Behavioral objectives – what do you want your reader to do?want your reader to do?

Steps to a BrochureSteps to a Brochure

Identify and analyze your audience.Identify and analyze your audience. Knowing your target audience will Knowing your target audience will

help you plan:help you plan: Image designImage design LayoutLayout Distribution methodsDistribution methods Groups to send brochureGroups to send brochure

Evaluate these brochuresEvaluate these brochures

What are the:

Emotional Objectives?

Behavioral Objectives?

Learning Objectives?

Target Audiences?

Steps to a BrochureSteps to a Brochure

Carefully consider these factors:Carefully consider these factors: Fonts, styles, sizesFonts, styles, sizes Images; graphics vs. photographsImages; graphics vs. photographs Folding methodFolding method Paper color Paper color Paper weightPaper weight COST!!COST!!

Too light and your brochures will “weep”

Why is paper weight important?

Steps to a BrochureSteps to a Brochure

Actual foldsActual folds Plan for laying out all the elements Plan for laying out all the elements

on the pageon the page How does your brochure look with How does your brochure look with

the fold?the fold? Think about how the fold affects the Think about how the fold affects the

look of your brochure.look of your brochure.

Brochure Checklist-Some Brochure Checklist-Some are optional – you must are optional – you must

decide.decide. Name, Location, & Contact info Name, Location, & Contact info

(address, phone, fax, email)(address, phone, fax, email) Website (QR Code?)Website (QR Code?) Headline that creates curiosity, Headline that creates curiosity,

states a major benefit; entices states a major benefit; entices reader to open and read brochurereader to open and read brochure

Headline that states the name of Headline that states the name of your product or serviceyour product or service

Brochure Checklist-Some Brochure Checklist-Some are optional – you must are optional – you must

decide.decide. Short, easy to read blocks of textShort, easy to read blocks of text Lists, chartsLists, charts Key benefitsKey benefits FeaturesFeatures History, Mission Statement, History, Mission Statement,

BiographyBiography Logo, related imagesLogo, related images Pictures of product, place, peoplePictures of product, place, people Map, directionsMap, directions

Most importantMost important-Be consistent!-Be consistent!