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Hi Anita, Good reminders and points to consider.
Very helpful
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Brochures - Things to Consider
Need a brochure? These are things to consider that will save you time before you contact a graphic designer.
Written May 18, 2011, read 2086 times since then.
- What is the purpose of the brochure? If you don't know what results you want to achieve with your brochure, you're wasting your time and money.
- Who is your audience? If you target audience is senior citizens, you wouldn't want a brochure that appeals more to teens, right? Without knowing your target audience, you can't provide content that will get results.
- What size do you want the brochure to be? Brochures can be just about any size. Size also includes the number of pages. One sheet has two sides and is typical of a tri-fold brochure. If you have a lot of information, say for a product brochure, you might want multiple pages. The size will determine how much copy and images can be on it, plus it will determine the cost to print them.
- Do you want a letter fold, half fold or roll fold? A typical letter size brochure is a tri-fold or a roll-fold. Maybe you want to stand out from the crowd and have a half-fold?
- Do you need a mailing panel? Are you planning on handing out the brochure, putting them in a rack display, or mailing them? If you're going to mail them, do you plan on using a stamp or do you have a bulk mail permit? Will you be putting your own mailing labels on the brochure or do you need a mail service?
- What file format will you receive when the project is completed? Most designers will supply a press-ready PDF. Remember these kinds of files are flattened and usually are not editable.
- Where will the images come from? When buying images you need to know if the images are royalty-free or a stock image license. Royalty free is a one-time purchase fee that can range in price. Stock image licensing can differ depending on the company that is selling the image. Stock images that require licensing will be costly because usually you have to pay an annual fee to continue to use that graphic or photo. Be sure to find out what the fees are before you fall in love with the image.
A graphic designer has tools to help you decide the following items.
- What weight paper do you want to use? A good designer can show you samples if you're unsure what kind you want and/or need.
- Do you want a matte or glossy finish? I find this to be a personal choice. Again, your designer should be able to show you the difference.
- Do you want aqueous coating to protect the brochure? While it will protect the brochure, expecially if it's being mailed, it's hard to write on, so if you have a section on your brochure for a customer to write notes, you probably don't want to use an aqueous coating.
- What colors do you want to use? Besides color, do you want a full bleed (color runs off the edge of the paper)? Before considering a full bleed, know that it usually costs more since the paper will need to be trimmed.
By answering the above questions, you will be armed with enough information to have talk to your designer and get the best product for you budget.
Learn more about the author, Anita Elder.
Comment on this article
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Posted by Evan Milton, Mill Creek, Washington |May 19, 2011 Good points to think about and be prepared to answer when working with a designer to create a brochure. Now.....do you create the content? Or do you expect the client to do that?
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Posted by Anita Elder, Seattle, Washington |May 19, 2011 I don't write content. If clients aren't able to supply it, I recommend working with a copywriter. I have a couple I can recommend and have worked with.
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Posted by Terry Murphy, Southamption, Hampshire United Kingdom |May 19, 2011 Good questions to ask, now we just need some guidance on how to answer them...:)
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Posted by Jennifer Pacheco, Seattle, Washington |May 19, 2011 Nice job! This provides great starting instruction on brochures.
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Posted by Karen Floyd, Seattle, Washington |May 20, 2011 Timely Anita, did you know I'm working on one now??
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Posted by George Sandoval, San Rafael, California |May 20, 2011 Great work, Anita. The system for delivering a message is also important, Editorial design.
Most may feel this has more to do with sequential designs in magazines and newspapers but the principles within a small format piece apply very well the content (copy and images, pull quotes and pacing) to a consumer's interest.
It certainly helps as you've pointed out to have the intent set beforehand, how that intent then becomes relevant and more importantly, valuable to the consumer, is the design of the material.
If interested I can forward a copy of a pdf on brochure designs and image and copy impact for pacing a "read" through the various brochure formats. Just email, george@ .
Thank you for the post.
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Posted by Anita Elder, Seattle, Washington |
May 20, 2011 Thanks, George. Not all your email address posted, what's the part after the @ symbol?
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Posted by Tracey Warren, Mountlake Terrace, Washington |May 22, 2011 Great article, Anita. I always need to remind myself of your first point...what is the purpose?
When I create my next brochure, I will definitely reference this information!
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Posted by Kristin Hovde, Bemidji, Minnesota |May 24, 2011 Good advice, Anita. Especially question #1. It is so important to know who your target audience is and what will get their attention before designing your brochures. Thanks!
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Posted by Anita Elder, Seattle, Washington |
May 24, 2011 I often get too much copy for brochures. Many customers try to cram as much info as possible into the brochure, in the hopes of appealing to everyone and afraid info is missing.
I know that when I receive a brochure, I never read the whole thing and just scan it. If it catches my attention and interests me, I go to their website for more info. So, it's not necessary to overload the brochure with copy - you just need good hooks.
What do you think?
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