Designing a highly efficient and effective brochure can contribute to the success of a business. A well-designed brochure can inform your readers, increase credibility, engage your target audience and ultimately make customers decide.
Creating a quality brochure can be challenging, but today I will give ten tips for creating a creative brochure design. A brochure is commonly seen in places that provide information about a company, product event, or service. The brochure can come in a wide variety of formats and sizes, so figuring out which one is right for you can become a challenge of its own.
In this blog, I will walk through the entire process, from preparing the copy and images to the final editing of your brochure.
1. Prepare the copy (advertising text) and images
Before starting to work directly in the software, it is essential to know how long your text is and what type of images you will help to decide on the layout, brochure format, length, and font size. As designers, we know that sticking with one solution is a no-no. So be prepared to make changes and be flexible in the process.
Be aware that large blocks of text can be overwhelming for readers. People tend to scan pages quickly, so try to use only the ideal amount of information. Use headlines and subtitles to structure your content. Bullet points are useful for making short, quick information that can get your messages across.
If you are designing for a specific brand, make sure the colors and tone are in line with the brand. Are there specific colors and fonts to use? Ask for the brand guidelines, which can help you make some of the decisions. This will create a brochure design tailored to a specific company rather than random marketing elements.
Gather your images and make sure you can use them whatever size is necessary, especially if you want your brochure to look refined. Nowadays, people notice when pixelation occurs. Find a way to tell a cohesive story with your images.
If in doubt, try to keep the brochure design clear and simple. For best results, try doing a round of edits to see which items are absolutely necessary. Envato elements offer high-quality images and thanks to its ever-growing library, you are sure to find what you need.
2. Know your folds
With just over a dozen types of brochures available, it is crucial that you know what type you need. Think about how users will interact with the pieces.
In the case of a two-pieces brochure, they will probably see the cover and open it to see inside. Then they will close it to see the back cover.
For a three-body brochure, which has three panels, users will unfold each panel separately. You can add some element of surprise as the brochure unfolds to create an interesting piece. Even if each panel looks like a border, take advantage of it and place images and texts on two adjoining panels.
Three-body brochures are the most popular with businesses. And they are perfect if you want to show the general information about a company and its services. Take this three-part business brochure as an example. Use images and quotes to reinforce your message. Divide the text with graphic elements and white space. Take advantage of the use of icons and symbols to simplify your messages.
For longer brochures, you can opt for a multi-page document like a catalog or portfolio. Consider it carefully, you already want it to be profitable. If you have more pages, you should treat this booklet slightly differently. Pay attention to the pacing of each page, making sure you do not overwhelm the reader with the information. After all, you want to make yourself know only what is necessary so that the client wants to schedule a meeting to get to know your business better.
3. Choose readable and limited fonts
If you are designing a business brochure for a specific company, ask what fonts they use in their overall logo and brand. Our job as designers is to offer cohesiveness across a brand. Normally, in a brochure design, you would need a title, a subtitle, and a copy or body of text. be inclined to use up to two fonts and take advantage of the use of font families to highlight certain advertising phrases (regular, italic, bold, etc.)
4. Design a user-friendly flow
Personally, I find pacing really important when designing a printed copy. If the piece is interesting enough, the user will decide to read it or put it aside. Think about how readers would like to receive the information.
Balance the amount of text and visuals on each panel of the business brochure. These two elements are meant to work together and support each other to produce a product with an eye-catching finish. Opt for a short amount of text on each panel – large chunks of text can be exhausting to read and can appear visually heavy. Use color to create a hierarchy within the text. Highlight the headlines and use dark colors for the text.
Most cultures read from left to right and top to bottom. Organize the information in logical flow so that it complements the way a marketing brochure developed. If you can’t use high-quality images, use graphics to create movement and depth.
5. Create an effective cover
A cover is a heritage that will capture the attention of your reader if it is designed carefully. To design an attractive cover, include only concise information so that it is easy and quick to read from a distance, especially if your brochure is placed on the counter. Avoid cluttered covers instead use simple and powerful images that represent your company or client. Sometimes pictures are more intuitive than words.
6. Use only high-quality images in brochure design
The importance of using high-quality images is often underestimated. Consumers can tell how much dedication you have put into creating a brochure design just by looking at the images used. Use images that reflect your purpose and communicate your message.
Once you have chosen the correct images, check the resolution they have. Make sure the images can print well and avoid pixelated prints. Which could reduce the quality level of your design. Check the color tone and color correction. If you have acquired images with different tones, try adding visual treatment as an overlay. This will give all images a uniform look across the board.
7. Take the advantage of negative space
If you choose to use a multi-panels brochure, try adding elements of surprise for your readers. Alternating the panels between light and dark colors can improve the appearance of the brochure. It prevents the brochure from appearing monotonous and adds visual weight. Use this negative space to highlight certain information that you want to attract more attention to. Add a quote, or use a call to action on a dark background to communicate a much clearer message.
In addition to highlighting the information, trying toggling the panels should have a consistent layout( hierarchy of fonts and types), it’s a great idea to add something special to each layout. Treat them like cousins, not brothers.
8. Include a call to action clear in brochure designs
All the marketing brochure designs out there have one common goal, that the reader takes action. A call to action or proposal should be transparent and spelled out in a big way. Give your readers a reason to contact you by avoiding making the call to the action part of a long paragraph. Instead, make your statement bold and make it impossible to go unnoticed.
9. Facilitate the answer
Include vital contact information in the brochure. Readers may not find your information, even if you have included everything they need. Therefore, put it somewhere highly visible like the back panel or even on the cover.
If you show multiple personal profiles, add the contact information of each person including website, email, social media accounts, phone number, and address. QR codes are popular too. With a quick scan, they can direct people to a specific website.
10. Design a brochure worth keeping
Compared to other pieces of printed design, brochures tend to have a short shelf life. They are not usually seen as something that should be kept for long and tend to end up in the trash right after being delivered to users. Designing not just an eye-catching brochure but one that can duplicate its use can help users wonder, “ what else can I use this for?”
Photography portfolio and fashion and furniture brochures have a better chance of being put away. Readers often return to see them and take a look at the latest artistic and fashion trends. Furniture catalogs are a great inspiration for most users on how to decorate.