Designing Brochures

Define a purpose. Inform Inform Educate Educate Promote Promote Sell Sell Establish Identity or image Establish Identity or image Some brochures have more than one purpose

Determine the Content Clearly stated description of topic Clearly stated description of topic Description of company Description of company Description of how the reader will benefit Description of how the reader will benefit Indication of what action should be taken by audience Indication of what action should be taken by audience Easy way for readers to respond Easy way for readers to respond

Most common format Printed on both sides Printed on both sides Landscape orientation Landscape orientation Tri-fold (three-panel), accordion fold, map fold, gate or letter fold, single fold Tri-fold (three-panel), accordion fold, map fold, gate or letter fold, single fold Most common folds are parallel Most common folds are parallel Divided into sections called panels Divided into sections called panels Newspaper or snaking columns Newspaper or snaking columns

Designing the brochure Well designed, easy to read, has elements that sets it apart from others Well designed, easy to read, has elements that sets it apart from others Front cover sets the mood and tone Front cover sets the mood and tone Do not use more than two typefaces Do not use more than two typefaces Direct the readers eye Direct the readers eye

What Directs the readers eye? Subheadings set in color or reverse text Subheadings set in color or reverse text Frames or text boxes with a specific border Frames or text boxes with a specific border Shaded areas behind a block or text Shaded areas behind a block or text Bullets Bullets White space White space Clip art images Clip art images

Steps to a Brochure Design using CRAP Design Design using CRAP Design Contrast Contrast Repetition Repetition Alignment Alignment Proximity Proximity

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 Brochure Emphasize the top third of the cover Emphasize the top third of the cover Usually the top 1/3 is the only portion visible if the brochure is in a brochure rack.

Steps to a Brochure Develop the objectives of your brochure. Develop the objectives of your brochure. Learning objectives – what information readers should “learn” Learning objectives – what information readers should “learn” Emotional objectives – how do you want your reader to “feel” Emotional objectives – how do you want your reader to “feel” Behavioral objectives – what do you want your reader to do? Behavioral objectives – what do you want your reader to do?

Steps to a Brochure Identify and analyze your audience. Identify and analyze your audience. Knowing your target audience will help you plan: Knowing your target audience will help you plan: Image design Image design Layout Layout Distribution methods Distribution methods Groups to send brochure Groups to send brochure

Evaluate these brochures What are the: Emotional Objectives? Behavioral Objectives? Learning Objectives? Target Audiences?

Steps to a Brochure Carefully consider these factors: Carefully consider these factors: Fonts, styles, sizes Fonts, styles, sizes Images; graphics vs. photographs Images; graphics vs. photographs Folding method Folding method Paper color Paper color Paper weight Paper weight COST!! COST!!

Too light and your brochures will “weep” Why is paper weight important?

Steps to a Brochure Actual folds Actual folds Plan for laying out all the elements on the page Plan for laying out all the elements on the page How does your brochure look with the fold? How does your brochure look with the fold? Think about how the fold affects the look of your brochure. Think about how the fold affects the look of your brochure.

Brochure Checklist-Some are optional – you must decide. Name, Location, & Contact info (address, phone, fax, ) Name, Location, & Contact info (address, phone, fax, ) Website (QR Code?) Website (QR Code?) Headline that creates curiosity, states a major benefit; entices reader to open and read brochure Headline that creates curiosity, states a major benefit; entices reader to open and read brochure Headline that states the name of your product or service Headline that states the name of your product or service

Brochure Checklist-Some are optional – you must decide. Short, easy to read blocks of text Short, easy to read blocks of text Lists, charts Lists, charts Key benefits Key benefits Features Features History, Mission Statement, Biography History, Mission Statement, Biography Logo, related images Logo, related images Pictures of product, place, people Pictures of product, place, people Map, directions Map, directions

Most important -Be consistent!