Brochures

Are You Making One of These Brochure Design Mistakes?

Posted on August 5, 2016 Written by 
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Brochure 101a

1. Not Having a Purpose
A brochure is like an advertisement, and like an advertisement it needs to have a focus and a purpose. What does your customer want to get out of this brochure? Do they want customers to make a purchase? Do they want the customer to come out of the brochure better-educated on a specific concept? Every choice your customer makes about their brochure should help support their objective.

It’s also important to consider how the brochure will be used. Will it be a self-mailer or a handout at their next event? Will it be tucked into orders from their business or handed out at their front desk? Keeping those uses in mind will help ensure that you’re focusing on the right audience.

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Brochure 101b

2. Not Breaking Up the Text
While it might seem like an efficient way to condense the information in your customer’s brochure, large blocks of text are actually harder to read. If your customer’s information is going to really shine, it’s a good idea to break it up into smaller paragraphs or even numbered lists or sets of bullet points. Not only do these different formats help create easy-to-digest, bite-sized bits of information, they also make the text more visually interesting.

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Brochure 102a

3. Using Low-Resolution Images
Using images with resolution that is too low can result in the final print product looking pixelated, and that is sure to make your customer’s brochure less visually appealing. They can also make text – or worse, your customer’s logo – unreadable. The best way to get the right image resolution is to check your chosen brochure’s file submission requirements before you get the file ready.

This goes double for photographs. Photographs are where your customers can highlight their best products or give their sales people a chance to make a personal connection through employee photos. With so much potential promotional power, it’s even more important that your customer’s photographs are high resolution so that they show everything in its best light.

That said, while you’re avoiding low-resolution images, don’t make another mistake…

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Brochure 102b

4. Using No Images
While it might be stressful to consider the things that could go wrong if your customer’s images don’t include images that reinforce their message. Whether those images are photos of products or clip art that highlights an idea, images help reinforce the message of their brochure and make it more entertaining to read.

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5. Not Considering Other Fold Options
There’s a world outside the trifold brochure, and not considering those other options could be limiting your customer’s ability to stand out from the crowd. Changing up the fold style can make their brochure more exciting and get more people to pick up the brochure and read it. An engineer fold or a gatefold brochure might hold the same amount of information, but they’ll set your customer’s brochure apart from the crowd.

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Brochure 103a

And if your customer’s order has more condensed information, you might also consider eliminating folds and going with a rack card. With a similar size to a folded brochure and a more condensed space, rack cards are ideal for highlighting just the most important information or getting the word out about a new product.

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Brochure 103b

What tips do you think are most important for brochure design?