Brochure design has been a popular subject as of late and many have asked how one should be created. If you’re thinking of having one designed, here are a few considerations which should help you on your way.
1.) Have it professionally designed. Your chosen designer will probably have experience on how to create one and their expertise will be worth it. The recipient may not even read your brochure but they will look at the pictures. Using quality graphics, layout and photos will make a big difference in the success of your brochure so invest in a designer to piece it together with a wow factor.
2.) Have an idea of what you want to spend on the whole job. It will narrow down your options as to what the brochure should be. Prices can fluctuate according to every variable below so take into consideration the cost of:
Hiring a designer
Stock photo’s (if required)
Hiring a copywriter (if required)
Brochure size (A3, A4, A5, A6, square, portrait, business card)
Brochure thickness ( 100, 200, 300, 400 gsm)
Brochure finish (gloss, matt, folded, varnished, silk, unfinished)
Double or single sided?
Quantity (100 or 1000)
Postage
Distribution list
If you’re not sure on the above spec then don’t worry just yet as the tips below should help you decide.
3.)How will the brochure be used? Will it be given out randomly to the public, posted to a specified list of prospectives, left somewhere for people to help themselves or something else?
This should indicate the quality of the brochure and quantity. If its handed out to the public fairly randomly then it is likely to be thrown away. In this case you can choose a lower thickness in paper stock but opt for a larger run to maximise its reach.
If its sent by post to a specified recipient then you should have figures as to how many people you are targeting. Make the brochure of a higher quality as the chances of a return on investment is raised with a specific target list.
Don’t have any misconceptions of success, it is still likely to be thrown away but the more strategic you are with the whole campaign (from design to distribution), the more likely it will be kept and even generate a sale.
4.)Who will be given the brochure (demographics)? Old clients, new clients, potential clients, general public, MD’s, managers, male, female, professionals, shop owners, etc)
This should play a big part in the design as you know who will be reading it. You can fine tune the design to appeal to their tastes. The more specific you can get, the greater chance of creating something they will like.
5.) Will the brochures have been requested or unrequested info?
If its unrequested make it a good copy written, no longer then 2 A4 pages brochure with one page of text spread over it.
The longer it is, the less likely it will be read but key points such as strap lines and photos will be digested. Make it a taster for your services but keep the reader at the heart of the content.
If info has been requested then you can take the liberty of creating a corporate brochure with detailed info. Make it of a high quality as it will more likely to be read and kept. The quality will reflect your business.
6.)What are you trying to achieve with the brochure? Are you:
Pushing for a sale?
Raising company interest?
Making a special offer?
Making an announcement?
With reflection, the answer should set the tone of the brochure. Pushing for a quick sale with a special offer allows you to be bolder with colour and copy, highlighting prices and benefits with in your face tactics.
Raising company interest should be equally detailed in highlighting benefits but on a whole it should not be too overpowering, it should be an insight to the heart of your company.
7.) Are you a service or product sales based company?
An important consideration is to define who you are. A commercially, product sales based company can get away with a loud, pushy, glamourised and daring brochure/leaflet, maybe even utilisng the infamous point of “sex and violence sells”.
Does Sex and violence sell? Yes! It can sell certain things (mostly products). Will sex sell you a mortgage? Probably not.
As a serious b2b service provider remember to keep it classy, even if it may be daring, different or SEX(Y), keep it relevant and in tune with the recipient. People want trust from a service provider.
8.)Distribution
Don’t forget distribution. Each strategy will need a way to get to the recipient so remember the costs of:
Handing out flyer’s to the public (hiring someone)
Sending them bundled with other brochures ( charge for placing and distribution)
Sending to a list ( buying or creating the list and then add envelopes and postage)
9.)Quality
In terms of quality you can opt for cheaper print and design products with reference to its target audience and distribution but people tend to keep something of a higher quality. This is beneficial as most people are not likely to make an immediate purchase from you, in fact the idea is to create brand awareness for that one particular day they decide they need a service or product like yours. Your particular brochure was kept because it looked so impressive, that’s the one they have to hand and call to make a purchase.
9.) Copywriting.
As a rule of thumb, no matter what size your brochure is, cut down the copy by half, simply because no one will read it and it leaves more room for the designer to play with. Don’t write out 2 pages worth of copy on MS Word for a 2 page brochure because it won’t fit. (Unless you want to just print out a word document)
If you essentially need 2 pages of copy then make it a 4 page brochure instead.
The answers to the above questions are essential in determining the outcome of your brochure. They should have provided an outline from budget and quality to copy and distribution.
Put yourself in the recipients shoes and then back into your own shoes.
THE MOST IMPORTANT FACTOR!
Whether its a flyer, sales letter, brochure or leaflet always keep this in mind.
RAISE AN EMOTION WITH YOUR MATERIAL.
Make them laugh 
Make them cry 
Make them smile 
Make them frown :{
Impress them 
Seduce them :-*
Aggravate them :{}
