A Creative Way to Use Brochures
What is a Brochure?
Brochures are folded, informative, advertising documents. Brochures are also called pamphlets or leaflets. Think of brochures as teasers, allowing you to reveal just enough information for interested prospects and future customers. The best way to use brochures is to intimately describe your company, products and services, and your commitment to your customers.
Brochures can come in custom sizes and designs. They can be folded in many ways like 3-panel, z-fold, and accordion to name a few. Arguably, the call-to-action is the most important section to have. This is the part where you lead your recipient to an intended action.
Whether it is to buy your products, check out your website, or give you a call, it is important that you always include a statement that will lead your customers right back to you.
Brochures are not just boring, old print ads. They can be a fun and unique way to engage with audiences. Feast your eyes on Adult Swim’s panel schedule tri-fold designed and produced for Comic-Con (designed by Joseph Veazey). The special thing about this tri-fold is not only the large and in charge illustration that covers the entire outside, but the interactive and just FUN addition of the glasses that slide in the brochure.
- Know your purpose: When designing a brochure, ask your client (or yourself) why a brochure is needed. Work out the objectives, why it’s necessary and what it’s trying to achieve. This will give you a list of things and a rough idea of the order that they should go in.
- Identify your fonts: You don’t need as many fonts as you think: a heading, optional subheading and body copy font will suffice. You don’t need to reinvent the wheel either: picking the wackiest font may not serve you the best when a clear transfer of information is needed.
- Get the right paper: Talk about paper stock (also known as paper media) before you put pen to notepad. If you’re working for a client, ask if it has to be a specific size, weight, thickness or finish . Find out if they’ve considered using uncoated paper, for example.
- Get the right copy: Great copy is often the most undervalued element in brochure design. At the early stage of any brochure design project, make sure you get the right words nailed down quickly. Headlines aren’t something to just drop in later.
- Make a good first impression: Brochure designs need to fit in with what the client does as a business. Charities don’t want luxury brochures that’ll make people think they’ve spent a lot of money on them, whereas a new product might need a brochure that looks amazing on an exhibition stand.
- Get the imagery right: To make a product brochure pleasurable to flick through, you need good photos. If you’re using stock imagery – budgets don’t always stretch to a photoshoot – try to find pictures that don’t look like they’re stock images. Never cut corners.