How to design a company brochure

Posted: 02/09/2007--25/11/2008 || Rate this Article: 3 || Views|| Sign In || Register ||Hello Guest

Whether you are self-employed or assisting another company with marketing promotion, a well-designed brochure can effectively reach the target audience.

Here are a few basic ideas for designing a business brochure:

1. Select the intended audience. Will the brochure become available to the general public, or will it be sent to a select group of readers, such as former customers or new parents? Identifying the target niche will help you identify the type of readers the piece must appeal to. For example, readers in a certain demographic area may share certain educational and income levels, and may be part of a household of a given size. Knowing these things can help you choose the right kind of words and images to appeal to your readers.

2. Design the layout. Sketch a general format for each page of the intended brochure. You may want to plan a two- or three-panel form. Start with the first and last pages. On the front page that the reader sees first should appear the heading and possibly the company logo, along with a graphic image, such as a drawing, chart, or photograph. On the back page, which provides an opportunity for "resale," comes parting quotes, comments, and contact information.

3. Plan the inside pages. These typically include small paragraphs or chunks of about two or three sentences of text. These may be interspersed with abbreviated charts, sidebars, and large-size quotes to break up the information flow.

4. Work out the details. For example, you will have to decide how large or small the letter size will be for each area of text. You also have to choose ink color(s) and the general spacing between or size of each section. Give some thought to the front-page graphic. You want it large enough to make people look, but not so large that it keeps them from reading the words on that page.

5. Hone your message. Figure out what the most important points are for inclusion. These can be couched in the brief paragraphs or listed as bulleted points. You can choose a question-and-answer format if you prefer. Tone may reflect humor, which is always popular, or competitiveness, which can turn some readers off.

Keep in mind that you have just so much space to work with, and you can only say a few things--so say them well. Get an objective or neutral reader to review a mock-up of the brochure before it gets printed. He or she may be able to recommend changes that will improve its appearance or value.

Have a diction expert proofread the brochure for accuracy, style, and grammar. You may want to try it out on a few special customers to see how they respond. Dont forget to review the brochure every year or two to ensure it remains up-to-date. Be sure to print the brochure on quality paper. Printers can explain the various styles and grades of paper that can be used, along with pricing. Check the finished product for blurs, fades, or smears, and return damaged brochures for reprinting if necessary.