Eight Ideas For Better Brochures
If you're going to produce a brochure to help market your product or service, you'd better know what you're doing. Unlike a humble flyer that doesn't cost very much and can easily be reprinted, a full-blown brochure represents a bigger investment. Even if you're going two- or three-color, you'll pay plenty after you're finished with photography, illustration, type, printing, binding and so on.
In order to help you get the most for your money, here are some practical brochure tips and techniques that you can put to work next time around:
1. Keep the Cover Simple
Forget about trying to do too much on the front cover. All you need on that surface is one clean, clear concept that positions the material that's about to follow. Stay away from the clichés that everybody else is cranking out. Please, no more "committed to service," or "dedicated to meeting your needs," etc.
2. Keep the Cover Empty
Consider keeping the inside front cover empty. It gives a brochure a nice, open look. White space never killed anybody. You don't have to jam in a message every chance you get. Besides, since the reader holds that easily-curved cover page at an angle when reading, it's not the place to go into excruciating detail about your product's or service's many benefits.
If you do keep the inside cover clean, the facing page (page three) is a great place to write some introductory, lead-in copy. It's the perfect spot to do a welcoming message, or provide a brief overview of what lies ahead in the piece. Keep the copy here short. No one reading your introduction wants to dive into Moby Dick.
3. Deal in Spreads, Not Individual Pages
Why organize your piece around individual pages when you've got visual impact built into the medium? With a nice-sized piece you can run your graphics across two pages and make use of the sweeping scale a brochure spread provides. Again, don't be afraid of white space. Your designer will love you!