A brochure is a bite-sized introduction to your company, your event, or products and services you offer. It’s a quick way to bring someone up to speed on all that you have going on. That’s why it’s so important that when you create a brochure, you get it right the first time. Keep these four principles in mind while you’re designing, and your brochure will come out great every time.
Focus on Your Main Point
Brochures are small in size and need to contain only vital information. When creating one, it needs to have one clear goal. First, you want to identify the topic of your brochure and make every topic sentence clear. Next, eliminate any information that doesn’t support your main point. You’re writing something that’s supposed to compel the reader want more. It’s not an encyclopedia that answers every question and provides every fact.
Make Use of Negative Space
Brochures work best when they’re simple and elegant in design. When you’re paying to print a brochure, it’s tempting to want to make use of every inch of space. If you can’t cram it with text, it’s tempting to try to fill space with pictures, bright colors, or large, styled fonts. Resist temptation whenever possible! Your brochure won’t be effective if no one can read it.
Create a Multiuse Design
When you’re designing, try to create something that can withstand multiple printings. It should look good in full color (if you’re using pictures or charts), but also be easy to understand in black and white. Glossy paper, matte paper, it should be designed across boundaries. A best-case scenario with brochures is that you end up needing more of them. If you ever have to put in a rush order, it’s best if your requirements are flexible.
Stay True to Your Branding
A pamphlet is an extension of your business. No matter how small the expected circulation is, design it like it’s going to represent your brand to everyone. If your business has a signature font, use it. If there are specific style requirements that your company uses, don’t forget them for this brochure. To some of the people this brochure reaches, this will be your company’s first impression. You want to make it a great one!
Designing the perfect brochure is a challenge. You want to follow your internal style guides, so it fits with your brand. You also want your brochure to look great in multiple styles of printing. Don’t overcrowd your work. Make sure that it focuses on a problem, service, or story that’s small enough to be conveyed effectively in a brochure’s limited space.