A brochure needs to both inform and engage your target audience. Great attention should be paid to its content, design and intended use. The print and distribution of the brochure are also key to its success, as well as how it fits into the overarching brand identity. In this post, we explore four important questions you need to consider before embarking on a brochure design project.
1. Who are you talking to?
It’s hugely important to know who your target audience is and what questions you are aiming to answer with the brochure content. You will also need to consider how you are going to deliver this content in a visual and informative way. Less is more here, and finding clever ways to keep the information concise will keep your reader engaged. When providing text and image content to your graphic designer, make sure it’s as complete and to the point as possible. A company often tries to squeeze in everything they do, rather than addressing the relevant services or products that their audience needs to know about.
2. Where and how will the brochure be used?
Understanding where and how your brochure will be distributed is key for understanding the layout needed for the project. For example, if you intend to stock the brochure in a DL (⅓ A4) size leaflet rack, you’ll need a DL size brochure. Another important aspect to consider here is the design – not just of the content, but of the cover too. If the brochure is to be used as a pick-up item, the cover needs to attract and entice your target audience into reading further.
3. What design and print format will work best?
A simple half-fold brochure works well for quick content and info-sheets or, a 12 page stapled brochure would be good for something with substantial content. Sticking to a suitable format from the start will help keep the project on budget, both for the design and print of the brochure. A discussion with your graphic designer early on in the process can be beneficial for time and budget limitations with varying brochure formats. Once you know what format and size you’re working with, deciding how many brochures you need printing, and what paper stock to get them printed on, will help determine the most cost effective printing and production method for the job.
4. How does your brochure connect to your brand identity?
A brochure should be one of many marketing materials for your brand. The brochure should integrate and feel connected to your branding and other promo materials. The language, colours, fonts and imagery should be consistent across all elements. You should also consider how the distribution of the brochure will take place and potentially what other marketing materials could co-exist with it, i.e. business cards, flyers and pens.
To conclude, a brochure should be carefully considered. You need to have a good understanding of what you are aiming to achieve from the project.. We can help you with this process and work with you to produce a brilliant brochure!
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