The 6 Point Essential CheckList For Great Brochure Design (keep an eye on #5)
Engage and Educate your Audience
In case you’ve been living under a rock and have never handled a brochure before, brochures are great tools for conveying a specific offering or messaging around your business, service or offering. Whether you’re showcasing a new real estate location, advertising a new gym or getting the word out about local businesses, brochures serve as amazing tools for engaging and educating your audience. This can only happen when your brochure is on point.
Design defines your brochure's effectiveness
Design defines your brochure’s effectiveness. Great design compels your audience to know more about what is being done. A less-than-effective design lands your brochure in the trash.
1 - Where Do I Begin?
Just how does one go about designing an amazing brochure? Don’t worry - we’ve listed out the comprehensive checklist to give you everything you need for a well-designed brochure.
Put creativity into your brochure and understand your client
Before you can begin creating the brochure you must:
- Know your brand personality
- Define your ideal customer
- Develop the message
- Determine the success metrics
- Set your budget
Designing the brochure:
- Remember all brand design standards
- Design keeping your reader in mind
- Choose the brochure type
- Gather all copy and images
- Find the style
- Choose the right CTA
Take a step and ask yourself:
- Who is my ideal customer?
- What kind of information are they seeking?
- Do they want to see more images or more text?
- What form of copy will capture their attention? (humor, serious etc)
- What should I do to best grab their attention?
This helps you establish who you’re designing for and helps you steer your design decisions. Following this will set you on the path to a brochure that resonates with them, and increases your chances of success.
2 - What Should My Brochure Say?
As important as the design of the brochure, is the message of the brochure. It’s so important to ensure this is defined before any graphics are put in place.
You must know what you’re going to say in your brochure and how you’re going to say it before you design anything. Your message is priority #1 and all boils down to knowing your customer. When you lack a clear, strong message that speaks to the customer in images and languages that are true to them, the design is of no importance. Your brochure will fail.
Example, let’s imagine you were creating a brochure for parents in the neighborhood about a new children’s gym. The message could be ‘we’re fun and friendly - come hang out!’. Now your bright, accessible, simple and fun language needs to match your brand and appeal for the target audience.
On the other hand, if you’re creating a brochure for a financial advisory services provider, your message would be completely different where simple language and imagery might not work well for your client and your message would not be taken seriously.
Ensure you are firm on your messaging before designing so that your design decision reinforces your message.
3 - How would I know if my brochure has been a success?
It goes without saying that you should measure all the brochure work you do.
Metrics: Success metrics (engagement, calls, etc) help show you what went right and what went wrong. This way you know how to improve the areas where you are lacking and enforce the areas that are working well for you. Success metrics as a practice should be non-negotiable.
Prior to the design, determine the success metrics by defining what you’re hoping to get out of your brochure. Here’s what you might want to look into:
- Looking to get through the door of a new retail shop? Include a coupon with your brochure and measure how many are redeemed.
- Are you looking to drive traffic to a website? Include a QR code and track new visitors during the campaign
- Trying to get attention to a new product launch? Create a CTA or Call To Action to sign up for your mailing list to receive updates and see how large your list grows during the campaign.
4 - Stick to a budget
Your budget determines a lot more than just how many brochures are going to be printed. The budget helps you determine everything from the form of paper to the range of cool new techniques you could use to electrify your brochure.
Think of a budget-per-print and begin making decisions around what is essential. Do your brochures need to be sturdy? Buy thicker paper. Got a cool idea to illustrate your main points? Invest in a more expensive ink option and printing procedures to bring life to your design.
Knowing your finances you have for the design and printing process helps you make the best possible decisions for the budget and squeezes the most out of your dollar.
5 - Getting Your Design On (FINALLY!)
A milestone has been achieved: The brochure is designed and printed. New clients will come next!
Don’t forget your brand identity
Upon starting the design process, it is important to keep your brand identity in mind. Keeping the brand identity and color schemes in front of mind will help you describe the look and feel of your brand. No matter the type of brochure being designed, it needs to be consistent with the overall brand.
Select design elements like colors fonts and images which match the brand personality plus content and tone of the brochure. When you’ve made up your mind about colors and fonts, ensure they are maintained in your brochure design.
Design keeping the reader in mind
As a business owner, it is easy getting caught up in what you choose. Let’s be real - what you want may not be what your customer wants.
Always keep your reader in mind when designing a brochure. How could your customer receive your message? Are their cool with large text blocks? Do you need to sprinkle in a few images to make it more pleasant to read? Could there be specific colors and fonts that could be particularly appealing to them? Where could you place essential contact information for them to read and get back to you?
Always ensure the layout appeals to the customer.
Choosing the brochure type
Are you aware there are over 15 ways to print a brochure? These include tri-fold, z-fold, single-gate fold, parallel-fold, half and half fold, accordion fold, double gate fold, half + tri fold, half fold and half-fold letter.
- CTA: Don’t forget to focus on your Call To Action. It is the focal point of your messaging and the main reason for creating the brochure.
- Work with a good printing service. They are experienced and can guide you on what will work and look good and what might not. Visit printers and view samples to get an idea of what to expect.
- Paper option: Choose the right paper option. Keep in mind most brochures are made using 80# gloss/satin paperweight, or a thicker 100# gloss/satin weight. Some brochures shine when printed on 100# coverstock!
- Finishing: The finishing plays a big role too. Decide if you’re going for a matte, glossy, or semi-glossy finish, spot UV or foil. The printer can tell you your options within your budget and what print materials might work.
6 - Time to fold it up (yes it’s a brochure pun!)
You know possess all the knowledge to create a standout brochure. Go out there deliver your brand message, inspire your customers and hit all your goals!
Do you need help to get started?
ColorCopiesUSA's creative team will follow these steps to get you a brochure that will help you achieve your business goals. Just give us a call at 1-877-421-0668 to get started.
If you have your design ready to print, you can click on this link to order standard brochure printing.
If your project requires custom features such as spot UV, foil or other special finishing options, just call us or email us at email@example.com
R. Gupta & TeamColorCopiesUSA.com
Date Published: 2020-10-14// Updated: 2020-10-14