Some Innovative Tips to Make Your Next Brochure Design a Success
For many businesses, brochures are the heart of a company’s marketing campaign. They are versatile, tangible, and convey massive amounts of information with very little effort.
However, if you aren’t careful, one brochure design can look just like all the others. Why bother printing new brochures if they will look nearly the same as the last batch?!
It is time to infuse some creativity into your print marketing efforts. Follow these innovative brochure design tips to capture the attention of your target audience and induce them into action.
Know What You Want to Say
Before you can even begin to think about the brochure design, you need to consider what message you want the material to convey.
Grab a notepad and pencil. Jot down your main ideas. What do you want this brochure to do? Showcase your existing products and services? Elaborate on future projects? Announce an upcoming event? Introduce your new company?
Be Inspired, Yet Original
Once you have an idea of what you want your brochure to say, go take a look at similar pieces produced by other companies. Can you snag a brochure from your competitor? Can you get an idea of what other industry leaders are doing?
Take a look at their designs. What stands out? What captures you attention? Is there anything you love about the design, images, fonts, headlines, or context? Is there anything you dislike?
You’ll want to take these things into consideration. However, you don’t want to be a copycat. Get inspiration and then put your own creative spin on it.
When it comes to brochures, images are a must. Naturally, you’ll want to include your logo. If you are highlighting your products, it would be wise to include photographs of a few. Marketing an event is more effective if customers can visualize where they are going. And maps make it easy to track down your location.
No matter what images you include, make sure they are high-resolution. Images that are too small or low-resolution will look distorted, stretched, blurry, or pixelated. Make sure your snaps are at least 300dpi.
Also, consider the message your image portrays. If, for example, you are taking a photograph of the exterior of your business, you’ll want to make sure everything looks great – no beat-up cars in the parking lot, trash littered about, torn awnings over the door, or mangled blinds in the window.
In most situations, stock images are best. You can easily find something that matches your theme on the internet. Many sites provide high-quality images for free. Even if you have to pay for an image, the price is minimal compared to your overall budget. Besides, bad images can do more harm than good.
When possible, you’ll want to strive for cohesive branding. Try to use the same color palette across all your marketing materials. Pull out the postcard design ideas you’ve been working on or your in-progress website. Is there a dominate color scheme?
Choosing the perfect colors is challenging. This is where a professional graphic designer can really help. He or she brings a wealth of knowledge regarding every aspect of design – including color selection.
Colors have a lot of hidden meanings and can help drive home the message you are trying to make. Consider the following actions and emotions induced by color:
- Red – induces power, excitement, urgency, passion and energy
- Orange – creates aggression and energy
- Yellow – feels light, optimistic, happy, bright, joyful, and youthful
- Green – portrays life, restfulness, health, nature, prosperity and wealth
- Blue – elicits spirituality, peace, loyalty, security, trustworthiness, and patience
- Purple – encourages calm, soothing feelings and wisdom
- Black – creates power, elegance, security, and mystery
Considering how much text is involved in the average brochure, you want to make sure yours is readable.
In some ways, web design trends are nearly the opposite of print design trends. One of the most notable differences is font.
In print materials, professionals encourage the use of serif fonts (as opposed to the san-serif fonts of web design). Serifs are the little lines at the end of the font stroke. These serifs naturally lead the eye to the next letter, making the text easier to read.
In most cases, readable font equates to neat and simple. However, that doesn’t mean it needs to be boring or unappealing. There are plenty of serif fonts that are both stylish and readable.
Stick with one font for all the main content of the brochure. Feel free to get more whimsical with headlines. However, don’t use more than three fonts for the entire brochure design.
Proofread Again and Again
At this point in the design process, you’ve probably spent hours finalizing all the details. But have you run the brochure past a proofreader? What if you put in all that effort and then made a typo in your address? Or included spelling errors that make you look unprofessional?
Get a few different people to take a look at your brochure. It is best to have an objective outsider involved; he or she can tell you if you’ve gotten too technical with the jargon or if something just isn’t communicating properly with company outsiders.
Hire a Professional Printer
Would you go to a marketing event wearing an inexpensive suit that is wrinkled, stained, and two sizes too big? Why not? Because it would make you look cheap and unprofessional? A poorly printed brochure sends the same message.
It might cost a little bit more to hire a brochure printer, but the long-term rewards are well worth the extra bucks you’ll spend now.
Plus, a professional will probably help you out with the time and labor intensive tasks like folding the brochure and getting it ready for a mailing (if applicable).
If you are looking for an effective way to market your business, consider these innovative brochure design tips. The final product will look both professional and attractive.