There are several factors that influence how formal a brochure looks. We can name:
- Size: the size is probably the most important factor. The sizes of brochures that are smaller than one page are commonly considered very informal. For example, a tri-fold standard (which has a closed sized of approximately 3.7″ by 8.5″) will look more informal than a standard brochure (8.5″ by 11″).
- Type of Paper: the type of paper and its thickness are indicators of the printing investment that has been done by your business. Although it is true that almost nobody analyzes this factor consciously, the audience will notice the difference if it uses a superlative paper or a low quality paper.
- Type of printing: the type of printing is a factor that acts similar to the type of paper. It is an indicator of how much money the business invested on the creation of the brochure. In general and if the printing is decent, this will not be noticed. But if the printing is noticeably bad, the audience will perceive it immediately. On the other hand, the audience will also notice if the print is superlative: for example, if original and high quality printing resources are used (like special inks).
- Text: the type of text and its redaction have an impact on the formality of a brochure. The use of jive or vulgar language will make a brochure more informal, while the text of greater complexity will make it more formal. There are several indicator of formality in the text of a brochure, which can be measured factually. Basically, the text and short sentences with basic language are indicators of informality, while the extensive texts, sentences and complex grammatical constructions are indicators of formality.
- Images, photos and illustrations: the graphics have an incidence on the formality of a brochure. There are photos that look more formal than others. It is responsibility of the graphic designer to determine the best photographs for your brochure.
- Colors: the color pallet is chosen will be primordial at first glance. The brochure will be more formal when you try to stay with the corporative colors, especially if these are “serious” colors. In the most informal brochures it allows for freedom.
- Fonts: there are informal and formal fonts. The most classic fonts indicate formality, while informal brochures allow for certain liberties to make the selection.