Brochures are a marketing tool that no company can do without. With their versatility, they can replace numerous and expensive advertising media, reducing costs without reducing market presence. Designing a good brochure is pretty easy thanks to the large number of templates available for free, but designing an excellent one requires an adequate project and compliance with certain parameters. Here are 5 steps to help you design one that stands out from the competition.
Steps
Step 1. Create a project
Putting together text, images and format without having a project that follows a specific criterion will result in an inconsistent brochure. You also need to think about how you intend to use it and what audience it is intended for. You can customize one designed for a specific event or product, or you may need something more versatile to use for direct mailing, as an advertising brochure, or as a response to inquiries. Whatever your purpose, a brochure must be addressed to a well-defined audience, so all of its elements - information, configuration, size and type of folding - must consider specific needs, wishes and the preferences of the specific target.
Step 2. Choose the format
Format choices for the brochure include size, paper type, fold, finish, or patina. Choose a size and fold that allows you to include all the necessary information, without losing practicality for the purpose for which it is intended. For example, a large format is more noticeable, but is not suitable for mailing. A tri-fold is a great solution for direct mailing, but it's not the best choice when you need a full-page presentation.
Step 3. Choose a paper that is strong and at the same time foldable
Remember that heavier paper gives you a sense of more professionalism. For some types of paper only a glossy sheen is possible, while for others a matte coating is possible. The glossy patina makes colors and images brighter, while a matte patina ensures a more muted appearance; choose the solution that best suits the image you want to create.
Step 4. Put the content together
The content includes text, photos, graphics, and, if necessary, an order form or reply slip. Use consistent, easy-to-read expressions with short sentences. The title should provide information and capture interest so that the reader is encouraged to learn more. Do not forget above all the invitation addressed to the reader (call to action) and the contact information to be placed in a visible and appropriate position in your brochure.
Step 5. Use photographs that reinforce your message, such as images of customers using your product
The graphics include illustrations, the company logo, diagrams and graphs. Make sure all images are 300dpi to look sharp when you print the brochure. The order form or reply slip should be perforated to facilitate removal. These formats are most effective when they can be mailed - meaning they don't require an envelope - so provide space for the postage stamp and pre-print your address.
Step 6. Layout the content
Of course, different brochure formats require different layouts, however, there are some general layout tips to follow for each type of brochure. The first is to turn long sentences into bulleted lists and use boxes (not too many) to arrange important information or clarifications separately. Allow for slightly off-center margins to avoid an amateurish look, and space out the paragraphs to make it easier to read the different sections. Use titles and subtitles to make the brochure easy to scroll through, since most readers don't have the time or patience to read long blocks of text. Above all, keep the project simple. Too many diagrams, boxes, images, and information make the brochure look cluttered and confuse the message you want to give. When you design your content, you need to decide on the colors. Using your brand colors is the best choice for consumers to recognize the brochure as yours. Limit the number of colors to 2, 3, or use a 4-color scheme, the important thing is that they are used consistently in the brochure. For example, one color could only be used for titles and subtitles, while only another could be used for the background.
Step 7. Print
To get professional results, you need a professional typography. Make sure you choose an online print shop that has experience in brochure printing and offers the customized options and services you need. Before submitting your file, contact the printer to find out the file format they use, version, and other preferences. Most printers prefer that you send the fonts and image files together with the project file, to be sure to respect the layout you have chosen. If you used RGB colors, convert them to CMYK before transmitting, because these are the colors used in offset printing.
