1. BROCHURE DESIGNING (or How To Make A Summary With Pretty Pictures)

2. WHAT IS IT? (CHARACTERISTICS OF A BROCHURE) From the French word: Brocher meaning “To stich” or “To sew” (Noun) A small booklet or pamphlet usually containing a summary of products or services Most common forms are the bi- fold and the tri-fold

3. IMPORTANT COMPONENTS  Font  Pictures  Amount of Text  Scope of Information  Color

4. ROAD MAP OF DISCUSSION Traits that make brochures useful in advertising Statistics of attention span Basic industry recommended guidelines of color usage Suggestive selling techniques of color How specific industries generally use colors White Space

5. WHY DOES IT WORK? Has the advantage of leisure Lends professionalism to services Portable Cheap to make

6. THE STATS OF ATTENTION SPAN Average of 250 to 3000 advertisements daily An advertisement has on average of 7-8 seconds to get someone’s attention Down from 12 seconds in 2000 Gold fish attention span about 9 seconds…

7. LAYOUT OF COLOR SCHEMES (HOW TO GET ATTENTION ) Related elements grouped together Complementary colors are preferred over all but contrasting more memorable No more than 5 colors used (3 or 4 preferable) Don’t put similar shades or tints too close to one another Don’t put red and blue on top of one another (computer screen)

8. EXAMPLES

9. SUGGESTIVE SELLING (ADVERTISING AND SUGGESTIVE COLORING) Red is passionate/stimulating/bold Blue is security/reliability/calm/stability Green is health/vitality/organic/harmony Yellow is optimism/excitable/happiness White is sterility/cleanliness

11. INDUSTRY GUIDELINES Medical Profession, Insurance and Telecommunication: Usually use Blue Food and Hospitality: Usually use Red Chemical Industries: Usually use Green Orange and brown growing in popularity Purple most often used for luxury items not often in business world

12. EXAMPLE

13. USE OF WHITE SPACE (LESS IS MORE) Two types: Active and Passive Important for the sake of readability(guides the eye) Makes things look cleaner/neater (“harmonious layout”) Better focus on main points Adds certain level of sophistication to design

14. EXAMPLES