These days, design is everything. With so many companies taking exceptionally creative routes to stand out amongst their competition, there has never been a better time to sit down and really think about the how’s and why’s of brochure design.
With so many elements to consider when designing a brochure, it’s fundamental that you take your time and think with your team. Create something that you are happy to put your name to and that you are confident your customers will want to pick up and read. Don’t get rushed and fill your brochure with anything just to make a deadline. Try to create a unique offering with your brochure and give your customers a reason to want to find out more.
To help get your creative juices flowing, here are 3 things to keep in mind when designing your next brochure.
Such a simple concept yet it is all too little considered when it comes to brochures. Overcrowding brochures with reams of text is a huge mistake. Too much text will over power your images; it will blur the lines of brochures and booklets, and most of all it instantly put off your readers. If you aren’t sure how to cut down text to deliver your key messages, hire a copywriter. Don’t assume that your design staff (or any other staff for that matter) have the ability to write and edit copy, this is rarely the case. Hire professional help and spend the budget you have to produce the quality you want.
Equally as important when considering space is the use of images. The more images you use, the less effective they will become. Choose powerful, message focused and interesting images and only choose a few. This will allow your powerful images more room to speak and appeal to your reader.
Treat your brochure like you would an advertisement. If you have key brand colours, stick to them and don’t be tempted to stray away for the sake of aesthetic purposes. Regardless of your colour scheme, it’s important to consider white space. Although it may seem boring and dull, white space is vital because it offers readability. In addition, it adds a “clean” feel to the brochure and is always advised by graphic designers. Trust your graphic designer when it comes to brochure design. If you decide to design your brochure yourself, at the very least, seek a second and a third opinion from outside your company walls.
Below is a great example of the use of white space:
(Image source: Haley Sharplin)
3. Size and format:
Long gone are the days of a simple folded A4 brochure (although, these can still be an excellent type of brochure, if done well). If you are looking for something a little different, there are so many options. There are lots of great designs to choose from, don’t be afraid to be brave and go for something unusual. If you are more traditional and would like to keep a conventional brochure style, you can do that too and do something a little different like creating a fold out poster on the other side or adding stickers. Below is an example of a small brochure that folds out into a poster. This is a great way of creating some awareness with a brochure of flyer at an event.
(Image source: Behance)
So, if you are considering redesigning an old brochure or even creating a whole new one from scratch, remember our 3 key points from above.
3. Size & Format
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