Important considerations for the design of a brochure

Brochures can be created in different ways, as they can be adapted to any paper size, depending on your needs or goals. You can use brochures to promote places, events, businesses, products, services, etc.

It is important to establish the objectives and the message that you want to transmit through the brochure. The text must be clear and concise. A simple, comprehensible and accessible language should be used. It should also be taken into account that the excess of information can cause the recipients to stop reading the brochure.

Organizing information with titles and subtitles is fundamental. This will allow recipients to decide which information to consider first. It is important that the language is directed to the recipients. Plan the content of each panel.

Choose how the text will be presented, in a vertical or horizontal format. This will depend on the brochure format that you have chosen. You should think about the form that the pages will have. It is important to present the mission, the principles, values or a message with which the institution can be identified.

You should consider to which public the market is going to be directed, if it is directed to the general public or a specified type of public. The content and design will depend on the market that it is being directed to. What is the common language of this market? What interests does the market have in common?

Look for examples of other brochures that are directed to the same or similar market, or to your competition. Look at the language, the colors and the designs that have been used. Do some research to find out if they were successful or not. Look at magazines, books or websites about brochure designs.

Each page offers enough space for presenting descriptions and clear explanations about the products or services that are being promoted. Use a graphic style that resembles the essence of the business and at the same time captivates the interest of the market. The images must be attractive and clear. These must also be related to the brochure’s message. If you are not sure about what type of brochure you will use, listen to the advice the designer has, as they have experience in brochure designing.

The legibility and clarity of the font are essential. The interest of the recipients to read the content will depend on this. It is recommended to use two different styles and those that are classic, such as, Garamond, Helvetica, Myriad or Times. There are fonts that are well respected by the designers and others that are not taken as seriously.

The front page should be attractive so that the recipients feel curiosity towards opening the brochure. In the front page, you can include: a short phrase, the name of your business, your logo and one or several attractive images. Take into account that most of the time, less is more. The reader will appreciate the contrast and will fix their attention in two or three points.

A tendency that can be found in unprofessional brochures is to try and incorporate dozens of important elements in very little space, which makes the design look completely senseless.

The back page of the brochure usually contains the business’ contact information (telephone number, fax number, email, physical address and website address). These are basic standards, but they are not obligatory.

In the back page, it is not recommended to include any message whatsoever (especially if it about something attractive), as it can compete with the front page and people could open the brochure on the wrong side.

Many brochures include secondary front pages, which are visible when the reader opens the brochure. This page is very important. A small introduction of the product or service if generally provided in this page.

The internal pages are the ideal place to add the detailed description of activities, products and services. Consider that continuity and coherency between each page should be used.