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Communication Tools: Brochures

Brochures can be useful communication tools to showcase the features of a product or the services a brand offers. Effective brochure design is necessary to create an eye-catching brochure that consumers will refer back to. Here are some tips on creating a brochure.

General Tips

  • Brochure folds will dictate how the information is presented to readers. Be sure your layout flows in a natural reading pattern and is complimentary to the design. Consult a graphic designer to help create your design. If a graphic designer isn't available to you, free templates can easily be found online.
  • Use fonts sparingly – three at the most. Using multiple fonts can make your brochure look cluttered and difficult to read. A good strategy would be to use one font for headlines, one for subheadings, and one for the body of the text.
  • Have your brochure follow the AIDA model. AIDA stands for Attention, Interest, Desire, Action. The brochure should catch the attention of the readers, pique their interest, create desire for your product/service, and include a call to action, such as visiting your website.
  • Keep in mind your branding strategy when designing a brochure. Using your brand's fonts, logos, and colors is always a good place to start.

Text

  • Text space is often limited in brochure designs. Keep to the point and only include information that will resonate with the audience.
  • Bullet points can help increase readability of your brochure and help emphasize key features or ideas.
  • Avoid using jargon or unnecessarily complex words. Using plain text is the best way to connect with your audience.

Images

  • Use high quality images.
  • Images should connect with target audience, pick them intentionally!

Paper Selection

  • Paper quality can affect a reader's perception of your brand. Higher quality paper will increase durability and can indicate a more upscale brand. Carefully consider your brochure's purpose when choosing paper stock.
  • Keep in mind how you plan to distribute the brochure. Thinner stock can be beneficial and more cost effective if you are mailing them out. Heaver stock is best if the brochures will be on display.

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